Bijoux De Mimi returns to King's Road for long-term summer pop-up
Bijoux De Mimi, the colourful jewellery brand targeting Gen Z, is returning to King’s Road for its first long-term summer residency.
Located at 324-326 Kings Road, London, the pop-up will run from 23 May to 6 September.
Well-liked by Gen Z consumers for its colourful pieces, the brand has returned to the area after opening a number of pop-up locations nearby. According to Sloane Stanley Estate, the brand is one of its "most successful retail stories to date", with previous pop-ups attracting over 14,000 visitors.
The store will feature an ice cream parlour and host in-store events, as well as the brand's new Galentine’s Collection. This is inspired by 2026's maximalist charm trend and features cuffs, elevated gem-settings and interchangeable charms designed for personalisation.
The new opening follows a number of milestones for the brand, which in just 24 hours reached 100,000 Instagram followers, 100,000 TikTok followers, and its 100,000th online order, showcasing its enduring appeal to its target Gen Z audience.
The five-year-old brand also unveiled a strategic rebrand and website relaunch designed to evolve alongside its original Gen Z community this year, founder Amelia Hitchcock-Merrit explains in an interview with TheIndustry.fashion.
What began as a viral huggie earring brand has today matured into a label shaping how older Gen Z consumers shop for jewellery. As its first customers move into their late twenties, their tastes have shifted towards bolder designs, more elevated materials and pieces with longevity, without sacrificing personality. The rebrand reflects that evolution.
Bijoux De Mimi has, however, retained its recognisable DNA: pink-red hues, star motifs and accessible price points. Rather than distancing itself from its playful beginnings, the brand has leaned into its nostalgia, translating it into designs that feel more intentional and wearable.
