Hi, welcome to Bijoux De Mimi, thanks for popping by!

Here at Mimi HQ, it’s our aim to bring you colourful everyday jewellery that adds a slice of statement to any look. Bijoux was born whilst Amelia was wandering the magical streets of Paris in the hunt for an internship. Having stumbled upon a wonderful jewellery retailer Amelia realised that what they had on offer was completely missing in the UK. Impulse took over and she purchased a healthy amount of stock and started selling it immediately on Depop, but three months later, the pandemic struck.

Being trapped in the same four walls can be daunting for any 18 year old and in this case, it was no different. However, as she searched for a job in the incredibly saturated fashion sector, there was a lightbulb moment. Having decided to make something more of that little idea from Paris, Amelia started to build a brand and something big was about to happen. On June 30th 2020 Bijoux De Mimi was born. A lockdown business, from a bedroom, about to take the internet by storm.

Our Founder

Our founder, Amelia Hitchcock-Merritt launched Bijoux De Mimi in the midst of the pandemic. From an initial £400 investment, she has managed to build a company with a flawless reputation and a six-figure turnover. Oh, and she's only 20 years old!

Amelia is immensely passionate about her continued desire to design creative new products for her market and reimagine the huggie earring sector as we know it. Having managed to have her products stocked in global stores such as Urban Outfitters and Wolf and Badger USA at just 20 years old highlights her ability as a designer and speaks volumes for her drive. Amelia has shown what it means to her to build an unforgettable brand and how to be a strong female leader and inspire many others.

The business recently celebrated its second birthday, and the growth of Bijoux De Mimi and Amelia's passion for building an unforgettable business shows no signs of slowing down. Having spoken at London Fashion Week and been nominated for several national fashion awards, to say Amelia's CV is impressive would be an understatement, but you better believe there's still plenty more to come from this impressive 20-year-old CEO.

Read More

Our Journey

As a business built from a bedroom during lockdown, it was never going to be the easiest journey, but due Amelia’s passion and desire to build a lifestyle jewellery brand that her customers would love, she created the brand that you see today, in just 24 months.

By combining our founders passion for eye-catching jewellery and the desire to build something of her own, Bijoux De Mimi was about to bring colourful jewellery to the world. Amelia constantly seeks innovative new ways of interacting with her audience and the brand continues followers. Bijoux De Mimi’s social media takeover has now amassed 36,000+ followers on Instagram and over 50 million views on TikTok. 

Through our colourful empire, it is our aim to give our girls the best jewellery shopping experience ever. Our 100% recycled packaging prides itself on it’s aesthetic and can be noticed from a mile away. 

All of our orders are packaged with love everyday, based out of our Notting Hill HQ, with our twenty year old founder leading the way. We continue to add even more colour and designs to our selection of jewellery for all of our street style savvy shoppers. With the hope to launch a wider variety of bracelets, necklaces and other pieces in the not too distant future. 

There’s plenty more to come

Bijoux De Mimi is still an evolving and expanding business, and our huggie earrings are already being worn by amazing women and men globally. Having been awarded, ‘Highly Commended, Emerging Brand Of The Year” at the UK Jewellery Awards 2021 we will be attending again in September and hoping to come home with a few more.

The popularity of the brand is something we are immensely proud of and having managed successful stores on two of the biggest shopping streets in the country ‘Oxford street & Bond Street’, there will be lots more opportunities for you to engage with us this year. For the next Bijoux in-store experience, keep your eyes on Kings Road, more will be revealed soon!

Stay in the loop!

As well as the stores, don’t forget there are plenty of ways you can stay in the loop! If you’re after an emergency pair of Huggie earrings don’t forget we offer Tracked 24, or if you’re just after Bijoux high-street fix, why not check us out in Urban Outfitters, or visit our Bond St POP UP, open until 18th August. If you are already one of the queens that follow us on socials, we appreciate it! If not, where have you been?

On July 19th 2022, we launched something truly spectacular. In partnership with European jewellery brand Deaf Metal, our Pink Noise project! One of the UK’s first hearing aid friendly jewellery lines. We will also be giving 20% of sales to an amazing non-profit called ‘Living with hearing loss’, they do incredible things so please go check them out.


“TikTok’s favourite jewellery brand, Bijoux de Mimi, has created an adaptive hearing aid-friendly jewellery collection for the first time."

- Stylist Magazine