Meet the 23-year-old behind Gen Z's favourite jewellery brand - and shop the affordable pieces we're loving
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If you’ve spotted a playful red-and-pink jewellery brand all over your social feeds, chances are you’ve already come across Bijoux De Mimi – the Gen Z-loved brand currently taking the fashion world by storm.
Launched during lockdown by Amelia Hitchcock-Merritt and breaking even from day one, the viral jewellery brand has solidified itself a cult following thanks to its gorgeous pieces at affordable prices.
A best-seller from the original best-seller collection, the India Droplet Necklace is a style you're likely to have seen gracing the necks of many.
Featuring a flattering Y-shape silhouette and dainty chain adorned with colourful bezel-set stones, this piece is simple with a statement and the perfect accessory to your outfit.
This stunning piece has been made using 18k PVD electroplated stainless steel, making it water-resistant, hypoallergenic and made to shine through every season.
At just 18, Amelia launched her Bijoux De Mimi during lockdown with just £400. From day one, the business broke even. Now, it’s become one of the UK’s fastest-growing labels
Know the story behind your favourite jewellery brand? Fans of Bijoux De Mimi can decidedly say they do, following the success of the viral jewellery brand and its founder through immersive socials and pop-ups alike.
Buying into the founder, Amelia Hitchcock-Merritt’s, energy, creativity and vision, customers found themselves connected to the brand more than just through buying the jewellery, buying into her entrepreneurial spirit, too.
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At just 18, Amelia launched Bijoux De Mimi during lockdown with just £400 of her own savings. From day one, the business broke even. Now, just a few years later, it’s become one of the UK’s fastest-growing labels with a cult Gen Z following.
Still founder-led and self-funded, Bijoux De Mimi continues to thrive on the genuine appeal of a founder people truly want to follow, growing through friends, socials, real-life wear and word of mouth.
Colour, personality and playfulness make the cornerstones of the brands stunning designs
Colour, personality and playfulness make the cornerstones of the brand's stunning designs, with a huge array of huggie earrings, necklaces, bracelets and rings in vibrant colourways and stackable sets, alongside many waterproof styles, too.
Designed to spark excitement without breaking the bank, these pieces scream ‘fun’ without losing that sparkle of elegance everyone wants their everyday pieces to whisper.
What’s to come? While many of the brand’s designs have resonated more with Gen Z customers, Bijoux De Mimi has recently unveiled a new collection designed to grow alongside its original audience.
As its original customers move into their late twenties, their style choices have shifted toward bolder designs, elevated materials and pieces that last without losing personality. This new collection has been designed to deliver just that.
From bold cuffs and deeper colours to elevated gem-settings and interchangeable charms, the new collection champions individuality
‘This refresh is about meeting our original Bijoux girls where they are now,’ says Hitchcock-Merrit. ‘As I’ve grown up, so has the brand. We’re moving into a space that feels bolder and more intentional, while keeping the signature colourful playfulness that made Bijoux what it is.’
From bold cuffs and deeper colours to elevated gem-settings and interchangeable charms, the new collection champions individuality – it's jewellery designed for ultimate personalisation and shaped by the women who wear it.
Ready to find your new jewellery favourites? Explore our top picks below.
Bijoux De Mimi
Bring some sparkle to your wrist stacks with the stunning Amelia Star Bangle - crafted from 18k PVD electroplated stainless steel for a water-resistant finish.
This shining piece features delicate all-over star engravings, each accented with a sparkling gemstone for just the right amount of shine, complete with a new and improved all-around clasp.
Bring some intrigue to your hand jewellery with this gorgeous Kareena Hand Chain, the perfect pairing to your bracelet and ring stacks.
This layered fine-link chain is designed to drape elegantly across the hand, connecting a classic bracelet to a single finger loop while a series of multi-shaped stone insets create a delicate, geometric pattern along the chain.
Who doesn't love an eye-catching charm necklace? We can't get enough of this Etalie Charm design.
This waterproof piece features a multifaceted link chain strung with a symmetrical arrangement of textured charms, including a central heart-set medallion and several geometric stone-accented pendants.
Wear your heart on your neck with the Megan Heart Pendant Necklace, an understated piece sure to catch the light every time it's worn.
It features a fine-link chain adorned with a singular heart pendant with a starburst-set stone at its centre, offering a minimalist aesthetic that works well for layering or as a standalone everyday staple.
Adorn your wrist with effortless sparkle with the Beatrice Bracelet, available in Bijoux's iconic colourways to truly make it your own.
This delicate fine-link chain bracelet comes complete with a series of teardrop and circular stone insets, which are spaced evenly along the bracelet to provide a subtle, multi-dimensional look.
Let your jewellery guide the way with the Sasha Compass Necklace, the perfect minimal piece for maximum impact.
It boasts a delicate fine-link chain adorned with a circular compass-inspired pendant with a central stone inset, ideal worn alone or as part of your necklace stacks.
The Sophie Chunky Hoops are all about bold colour and shine, set to become your staple sparkling pair.
Catching the light from every angle, these sleek hoops feature a row of oval-cut stones set in a smooth, polished frame, easily adding some 'wow' factor to your look.
We can't get enough of these stunning Faiza Droplet Statement Hoops, offering the perfect mix of sparkle and movement that's sure to draw the eye.
Crafted from stainless steel with an 18k PVD gold finish, the hoops feature a smooth open curve set with bezel-framed stones all around the front, with extra stones suspended as droplets along the bottom.
Offering colour and sparkle in equal measure, the Cosima Star Huggie Earrings are much-loved best-sellers for good reason.
Each huggie is lined with sparkling stones and finished with a star-shaped drop charm, detailed with a cluster of crystals that shimmer with every movement. You can personalise the stone colour, too.
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