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March 30, 2009updated Feb 08, 2013

Jewelry Designer Mimi So Launches E-Commerce Website

By Pardhasaradhi Gonuguntla

A favorite of Cameron Diaz and Reese Witherspoon, New York-based jeweler Mimi So’s namesake brand is now available from the comfort of your home. Launched last Thursday, Mimi So jewelry can be purchased through its website, mimiso.com.

The e-commerce site showcases Ms. So’s personal picks of the season, including her praised Jackson Collection, fashion-forward Gate B9, Lula, and Ludlow collections, and darling Charms. Known for jewelry styled for the modern woman, Ms. So designs contemporary and architectural pieces with hints of femininity, sophistication, and attitude.

“I am so excited to extend the breadth and reach of the brand, and to share my creations with a wide audience of collectors,” So said in a press release. “The collections are facets of my personality that translate into true, quality fine jewelry.”

The site, however, only showcases an edited selection of the entire brand. That leaves some of the best pieces for personal, in-store purchases at one of its many retailers, including Neiman Marcus and Lane Crawford. Visit mimiso.com

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