This month, LoveShackFancy is welcoming Seally Mimi, the nostalgic, playful, and effortlessly chic Swiss jewelry brand, to our new SoHo flagship. After a beautiful debut, Mimi’s world of color and charm is returning to LoveShackFancy Soho all November long, bringing that unmistakable Riviera glow wherever it goes.
Mimi, the founder and creative spirit behind Seally Mimi, grew up by the sea on the French Riviera, where her days were spent collecting shells and treasures, stringing them together just for fun, and watching the sunlight play across the water. “It all started with a silly idea related to the sea,” Mimi says. “And what I call seallyness.” That word seallyness sums up everything she does: Part humor, part heart, part whimsy.
Everything is handmade in Switzerland and strung with jade, quartz, turquoise, malachite, opal, tiger eye, sodalite, amazonite, aventurine, and agate and charged with beautiful energies. Her bracelets and chokers (which she affectionately calls “turtlenecks”), along with her glasses and mask chains, move effortlessly from the slopes to the seashore. There’s an easy humor and versatility to it, and an understanding that jewelry can be both practical and poetic. So, it’s no wonder Seally Mimi feels right at home at LoveShackFancy with our shared love of nostalgia, femininity, and craftsmanship.
