The Bijoux Story

One of a Kind

Bijoux De Mimi is the original colourful jewellery brand that Gen-Z have fallen in love with. Known for our playful, personality-packed designs, Bijoux celebrates individuality through our iconic vibrant colourways, stackable sets and feel-good affordable pieces made to be worn every day.

From the jewellery itself to its instantly recognisable iconic pink and red starry packaging, every huggie, necklace, bracelet and ring is designed to spark excitement and create connection. Bijoux De Mimi is something to be shared, between best friends and as the go-to gift that people trust.

As the brand enters a new era in 2026, it’s about more than jewellery: it’s the queues up and down Kings Rd, the pop-up experiences, and continuing to build our incredible community as we grow up together.

Made for the girls who just get it. Wear Bijoux your way, in your colour.

The Original Colourful Jewellery Brand

Our iconic colour-ways have always been at the heart of Bijoux De Mimi. From day one, we've offered all of our pieces in a variety of colours. The entire brand has been designed within our red and pink world creating jewellery that feels intentional, recognisable, and instantly Bijoux.

Community Built, Founder-Led

Bijoux De Mimi has been built in real time by our founder since she was just eighteen. She has grown alongside you, and so has the brand. You are so much more than a customer, you are part of this journey. The Bijoux Girl shops every collection, shows up to every event, and follows our story as we grow up together and enter The New Era of Bijoux De Mimi.

Accessible pieces that feel special

We believe great jewellery shouldn’t feel out of reach. Every piece is designed to be wearable, water-resistant, and easy to style. Priced so it feels achievable, but good quality so it still feels special.

Behind it all

Meet Amelia

I founded Bijoux De Mimi when I was 18 in lockdown, after noticing space for a jewellery brand that felt colourful, fun and like your own personal hype-girl. I launched with £400 of my own savings and built the brand by sharing everything as lesson I learnt, listening closely and growing up alongside you. I'm lucky enough that it is now one of the fastest growing jewellery brands in the UK without any external investment.

Bijoux has tripled year on year, selling over 250,000 pieces to more than 100,000 of our amazing customers, with so many of you coming back again and again. Achieving my life goal of Forbes 30 Under 30 was surreal, but what matters most to me is staying hands-on and keeping Bijoux feeling authentic as we grow.

Whether you’ve been here from the start or just discovered us, I’m so excited to take Bijoux into its next chapter, bringing it to new friends around the world while keeping the energy and creativity that started it all.