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An indie I admire...MiMi

Chosen by Lucy Wernick, director of Lucy Wernick Fashion Agency

The MiMi boutique in Chelsea has been at the top of its game since 1997 and seen off competition from so many other indies that have cropped up in the area over the years. 

Sisters Lady Mimi Lowe and Azita Asilzadeh have an incredible eye and ability to create within their tiny store a one-stop destination for their customer. Whether it’s the perfect pair of jeans and a sweater or a complete outfit for a wedding, I know I’m guaranteed to find it all there. It’s also the first place I head to buy a bikini and kaftan at any time of the year, something which so few stores offer these days.

It has remained loyal to core and established brands such as my own Velvet and Graham & Spencer labels, for which their customer returns season after season. But Mimi and Azita are also often the first to spot hot new brands, and every season new names are added to the offer. This season I loved their Rebecca Minkoff bags and 8LA Jewellery.

It keeps the store looking fresh.


Address 309 King’s Road, Chelsea, London SW3

Telephone 020 7349 9699

Owner Lady Mimi Lowe and Azita Asilzadeh

Brands include Crumpet England, Halston Heritage, Issa, Juicy Couture, Moncler, Queene and Belle

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