Amelia was wandering the magical streets of Paris on the hunt for a fashion internship when she stumbled upon a wonderful jewellery retailer. She realised that what they had on offer was completely missing in the UK, so impulse took over, and next thing she knew she’d purchased a healthy amount of stock, brought it home and sold it on Depop. Three months later, the pandemic struck, and Amelia decided to use the time to make something more of her little Parisian side hustle. Her colourful jewellery soon became Gen-Z’s go to, with the iconic line of colourful earrings being the cult favourite. Amelia’s success is in part due to Bijoux De Mimi’s authentic viral social media channels, which have documented her story as a young founder who started her empire from her childhood bedroom.