OUR STORY
At just eighteen years old, in the midst of the UK lockdown, our founder Amelia Hitchcock-Merritt suddenly found herself without her dream internship and with time on her hands.
A lifelong lover of colourful stones, Amelia saw this unexpected turn as her opportunity to create a high-quality, reasonably priced jewellery brand that would celebrate colour.
Fresh out of school and filled with determination, and a touch of naïveté, Amelia poured her heart and soul into building what would soon be known in the press as “Gen Z’s favourite jewellery brand.”
She did just that, Bijoux De Mimi experienced an extraordinary 1,117% growth rate in its first year alone, becoming one of the fastest-growing jewellery brands in the UK, still to this day without external investment.
Our iconic pink-and-red branding, from our stand out stars to every joyful detail, has paved the way for a new era of Gen Z jewellery. But it hasn’t always been easy. We’ve faced copycats, imitations, and those who’ve tried to replicate every tiny part of what makes Bijoux De Mimi unique. Yet every challenge has only made us stronger.
In 2021, Bijoux De Mimi was awarded Highly Commended Emerging Brand of the Year at the UK Jewellery Awards.
In 2022, Amelia was a leading nominee for the Young Entrepreneur of the Year award. In 2024, Bijoux De Mimi launched its iconic King’s Road pop-up on 12th July, a day that changed her life forever, as 3,000 Gen Z girls queued from the early hours to celebrate with her.
And in 2025, she achieved her defining goal: being named in the Forbes 30 Under 30 list.
For five years, Amelia has lived and breathed Bijoux De Mimi, building it from scratch with absolutely no business experience into "TikTok's Favourite Jewellery Brand". She’s only twenty-three, and she’s not slowing down any time soon.
Hey Queen,
Thank you so much for getting this far! I genuinely couldn't be more grateful for the crazy story that I get to call my own. You, my amazing customers, are who make this all possible and Bijoux De Mimi would not be anything without the 50,000 gorgeous girls who wear our jewellery every single day. So thank you for being a true Bijoux Queen. I really could not do any of this without you, or my amazing team.
See you soon!
Loads of love,
Amelia xxx