How do you build a brand that stands out in an industry filled with intense competition? In this episode of LuxeGen Secret Sauce, we spend the day with Bijoux De Mimi founder Amelia Hitchcock-Merritt to find out exactly how she did it. Amelia started Bijoux from her bedroom during lockdown at 18, after deciding university wasn’t for her. Her first marketing strategy? Sending jewellery to the coolest girls she knew, turning them into ambassadors – and then selling out on launch day. Since then, she’s built an instantly recognisable brand, documented the highs and lows online and created a seriously loyal community. We tour Bijoux HQ, meet the team, visit the King’s Road pop-up and hear how one event attracted 3,000 people, with customers camping outside from 2am. Plus, Amelia gets candid about the early product mistakes, why branding has always been her superpower, her productivity secrets and what’s next – including plans for a permanent store in 2027.