Amelia Hitchcock‑Merritt

Amelia Hitchcock‑Merritt is the visionary founder and CEO of Bijoux De Mimi, the UK’s fastest‑growing Gen Z jewellery brand without any investment. At just 18, in the spring of 2020, she launched the vibrant label from her bedroom with only £400 in savings, transforming her passion for colour into a business phenomenon, all during the COVID‑19 lockdown. 

By leveraging the world of influencers, affiliates, organic social media and TikTok virality all by herself, Amelia created a direct connection with Gen Z audiences, later describing the brand as “TikTok’s favourite jewellery brand” in the UK press. Within its first year, Bijoux De Mimi achieved 1,117% growth without any paid advertising. This momentum helped the brand rapidly scale to seven‑figure revenues, secured queues of thousands of teenage girls at their Kings Rd pop‑ups and led Amelia to be named on Forbes 30 Under 30 Europe (2025) in the Retail & E‑commerce category. 

Amelia’s journey is a masterclass in purpose-driven marketing, building an authentic, highly engaged community, harnessing user-generated buzz, and turning bold brand identity into measurable business growth. Sector insiders recognise her as a symbol of the new wave of young, digitally native entrepreneurs shaping the future of retail marketing.