Bijoux De Mimi: The Gen-Z Favourite Jewellery Brand Revolutionising Fashion
Bijoux De Mimi has rapidly risen to become one of the most sought-after jewellery brands in recent years, particularly among the Gen-Z demographic. Founded by the visionary Amelia Hitchcock-Merritt during the global pandemic, the brand has captured the hearts of young fashion enthusiasts with its vibrant, colourful jewellery designs. From its humble beginnings in 2020, Bijoux De Mimi has quickly gained recognition for its affordable, hypoallergenic gold-plated pieces that cater to the youthful, trend-driven market.
A Journey from Lockdown to Global Jewellery Icon
The Birth of Bijoux De Mimi
Bijoux De Mimi was founded in 2020, a time when the world was in the grips of a global pandemic. Amelia Hitchcock-Merritt, then just 18 years old, started the brand as a creative outlet during lockdown. Amelia had a deep passion for jewellery, especially colourful stones, and this passion transformed into a flourishing business in a very short period. What began as a lockdown project soon became a full-fledged jewellery line that appealed to young people who desired fashionable, affordable, and hypoallergenic jewellery.
The Rise to Popularity
In just three years, Bijoux De Mimi has become a Gen-Z favourite, as highlighted by fashion magazines such as Stylist. The jewellery brand’s success story is largely due to its vibrant social media presence, which has helped it go viral among its target audience. Amelia’s journey as a young entrepreneur has resonated with teenage girls and young adults who have been captivated by her bold designs and entrepreneurial spirit.
Bijoux De Mimi’s presence on TikTok, Instagram, and other social media platforms has contributed significantly to its rapid rise. The brand documents its behind-the-scenes processes, personal stories, and new collections, allowing followers to connect directly with Amelia and the brand’s evolution.
The Vision Behind the Brand
Bijoux De Mimi focuses on creating jewellery that is fun, affordable, and accessible to the Gen-Z crowd. Amelia’s designs primarily feature gold-plated jewellery paired with vibrant, colourful stones that stand out in any collection. The brand’s speciality lies in its iconic earrings, particularly huggie earrings and ear cuffs, which are popular with Gen-Z fashion enthusiasts.
By incorporating bold colours, playful motifs, and designs that resonate with young people’s tastes, Bijoux De Mimi has created a loyal following. Its jewellery pieces exude energy, optimism, and style, making them perfect for daily wear or special occasions.
What Makes Bijoux De Mimi Stand Out?
Hypoallergenic Jewellery for Every Style
One of the key features that set Bijoux De Mimi apart from other jewellery brands is its commitment to hypoallergenic jewellery. Many jewellery lovers struggle with skin sensitivities and allergic reactions to certain metals. Bijoux De Mimi solves this issue by offering hypoallergenic gold-plated jewellery, making it a more inclusive option for people with sensitive skin. This attention to detail has helped the brand build trust with its customers and establish a solid reputation in the jewellery market.
Colourful and Trendy Designs
Bijoux De Mimi’s jewellery is known for its bold, eye-catching colours. The brand’s signature aesthetic often incorporates shades of pink, red, gold, and other vibrant hues. This focus on colourful pieces has earned Bijoux De Mimi its reputation as the go-to jewellery brand for fashion-forward Gen-Z consumers. The jewellery’s playful, fun nature aligns perfectly with the youthful and energetic spirit of the brand’s target audience.
Bijoux De Mimi is especially well-known for its earrings, including huggie earrings, ear cuffs, and statement studs. These pieces have become a staple in the wardrobes of fashion-conscious young people. The brand also offers a variety of necklaces, bangles, and other accessories, allowing customers to mix and match their favourite pieces to create unique looks.
Inclusivity and Accessibility
Bijoux De Mimi is not just about jewellery; it’s about inclusivity and accessibility. In 2025, the brand launched its first collection of hearing aid-friendly jewellery, a groundbreaking move that blends style with functionality. This innovative collection demonstrates the brand’s commitment to ensuring that everyone, regardless of their personal needs, can enjoy the beauty of Bijoux De Mimi’s designs.
The Success of Bijoux De Mimi: Rapid Growth and Achievements
A 1,117% Growth Rate in Its First Year
Bijoux De Mimi’s rapid growth is nothing short of impressive. In its first year of operation, the brand experienced a staggering 1,117% growth, a clear indicator of its appeal and success within the Gen-Z market. The brand’s ability to capitalise on social media trends, particularly TikTok and Instagram, has been a significant factor in this rapid expansion. The company’s viral success has helped it attract an ever-growing base of loyal customers.
Industry Recognition
Bijoux De Mimi’s achievements have not gone unnoticed in the jewellery and fashion industries. In 2021, the brand was awarded Highly Commended Emerging Brand of the Year at the UK Jewellery Awards. This recognition helped solidify its place in the competitive jewellery market. Additionally, in 2022, Amelia Hitchcock-Merritt was nominated for the Young Entrepreneur of the Year award, further highlighting her success and the brand’s potential.
The brand’s success culminated in 2024 when Bijoux De Mimi opened its first pop-up store in King’s Road, London. The event attracted over 3,000 Gen-Z fashionistas who queued from early hours to meet Amelia and experience the brand’s jewellery firsthand. This milestone event marked a turning point in the brand’s journey, propelling it to new heights of recognition.
A Spot in Forbes 30 Under 30
Bijoux De Mimi’s founder, Amelia Hitchcock-Merritt, achieved a significant personal milestone in 2025 when she was named to the prestigious Forbes 30 Under 30 list. This recognition is a testament to her hard work, dedication, and entrepreneurial spirit. Amelia’s story continues to inspire young people around the world, particularly those with aspirations of becoming successful business owners.
Bijoux De Mimi: The Future of Gen-Z Jewellery
Innovation and Sustainability
Looking ahead, Bijoux De Mimi shows no signs of slowing down. The brand is committed to further expanding its product range, incorporating more sustainable practices, and continuously innovating within the jewellery industry. As the brand continues to grow, it aims to maintain its focus on affordability, inclusivity, and, of course, style.
The future of Bijoux De Mimi looks incredibly bright, with the brand likely to continue influencing Gen-Z fashion trends for years to come.
Website and Online Presence
Bijoux De Mimi’s website, BijouxDeMimi.com, serves as a central hub for its online presence. The website offers a seamless shopping experience, showcasing the brand’s full range of jewellery products, from earrings to necklaces and more. Customers can browse the latest collections, learn more about the brand’s story, and access information about new releases and limited-edition items.
The website also provides a detailed account of Bijoux De Mimi’s sustainability efforts, highlighting the brand’s commitment to ethical sourcing and responsible manufacturing practices.
Headquarters and Location
The Brand operates out of its headquarters in Notting Hill Gate, London, England. The location serves as the central base for the brand’s operations and creative team. The London headquarters also acts as a symbol of the brand’s connection to the fashion-forward culture of the city, which has been an influential part of Bijoux De Mimi’s rise to prominence.
Founded and Specialties
Founded in 2020, Bijoux De Mimi specialises in a wide range of jewellery, including earrings, necklaces, bangles, and more. The brand’s focus on colourful, hypoallergenic jewellery has made it a favourite among Gen-Z fashion enthusiasts. Bijoux De Mimi’s specialties include gold-plated jewellery, huggie earrings, ear cuffs, and necklaces with unique charms.
In conclusion, Bijoux De Mimi is a dynamic jewellery brand that continues to capture the attention of Gen-Z consumers with its innovative designs and inclusivity. From its humble beginnings in a lockdown project to becoming a global sensation, Bijoux De Mimi is a testament to the power of creativity, entrepreneurship, and social media in today’s fashion industry.
With a dedicated following, a growing product range, and a commitment to sustainability, Bijoux De Mimi is poised for continued success in the years to come.
