Our Story

After specialising in the creatives throughout her time at school and Central Saint Martins, Amelia Hitchcock-Merritt founded Bijoux De Mimi in June 2020 as the result of a lockdown project. With the help of boredom, an inspiring trip to Paris and a supportive business-minded boyfriend, Amelia decided to start a jewellery brand. Before Bijoux De Mimi was founded, Amelia discovered it was absolutely impossible to find colourful Huggie Hoops anywhere in the UK or online, with a love for simple splashes of colour, Amelia introduced the colour collections over time and continues to design new pieces and introduce new colours. Since then Bijoux De Mimi has gone from Amelia packaging parcels at home over summer 2020 to the hundreds of orders being sent out from a near-London warehouse.

Amelia is now 19 and is based in her Notting Hill office with the help of a wonderful team. Bijoux De Mimi is still rapidly growing, with our huggie earrings worn by amazing women all over the world. We have now been short-listed as the ‘Emerging Jewellery Brand of the year” at the UK Jewellery Awards 2021, fingers crossed for the results!

“It has been an incredible journey and I am so grateful for all the amazing people who have helped and encouraged me along the way. Thank you so much to all of our amazing customers who continue to shop Bijoux De Mimi, as we continue to grow we can’t wait to share with you all of our new collections and collaborations with brilliant influencers, photographers and designers.

You’re all fabulous!” - Amelia Grace Hitchcock-Merritt, Founder