On a spring day in May 2009, MIMI ET TOI was founded in Amsterdam by Mimi van Dijk. Mimi sold her first designs that she made by hand at home in a small boutique in Ijburg to friends, family and coincidentally passing strangers. The designs boho-inspired jewelry made from brass and silver were a great success. MIMI ET TOI necklaces even became a must-have item. Magazines and boutiques started catching on, and the foundations for MIMI ET TOI were laid.