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Move over Jacob the Jeweler. Thereís a new sheriff in town Ė and her name is Mimi So, jewelry designer extraordinaire. For three generations, Mimiís family has brokered diamonds with no fanfare. But over the past ten years, Mimiís touch has built an impressive client list that includes Lilí Kim, Usher, Beyoncť, Ashanti, Eve, Jennifer Lopez and Kimora Lee Simmons to name a few.

In a world dominated by males, Mimi found her mentor in her mother. She was the first woman to own a jewelry store in
New Yorkís diamond district. As suppliers were reluctant to sell to these outsiders, Mr. So built a workshop to create pieces from raw materials. Soon, the couple expanded to three stores, with their three children working alongside them.

After years of working with her parents, it became clear that Mimi, at age sixteen, had an eye for jewelry design. She received her Bachelors of Fine Art in Design from the renowned Parson's
School of Design and continued her education by earning her Gemologist Certification. By 24, Mimi was ready to follow in her motherís footsteps. With no partners or investors, she opened a 120 square-foot boutique in midtown Manhattan in 1993.

Initially, Mimi struggled. Wholesalers were scared by her youthful appearance and customers were only acquired through word-of-mouth. Fortunately for Mimi, her unique pieces made instantaneous impressions on her customers, and after receiving the commission to design wedding bands for David Bowie and Iman, the retail store that bears her name has only struggled to keep up with demand.

In 2002, Mimiís dedication paid off when Neiman Marcus approached her with the possibility of a partnership. After scrutinizing the market potential, the consumer base, and the terms of the partnership, Mimi So's collections can now be found in fifteen of Neiman Marcus' Precious Jewelry Salons. Her product launch of gem encrusted leather and architectural Piece collection has been both the fastest-growing and most successful in Neiman Marcus' history.

So whatís next for Mimi? This talented entrepreneur aspires to build a global luxury brand. The Company's immediate expansion plans include developing international markets in
Japan and India, as well as expanding its U.S. retail presence. At the same time, Mimi keeps her designs fresh by launching two new collections each year and accepting commissions for custom pieces.

Check out Mimi Soís designs at www.mimiso.com.



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