For Mimo, the people behind the products matter just as much as the products themselves. The Brighton gift shop has built a colourful retail world around independent creativity, bringing together more than 60 artists and small businesses under one roof.
Founded by childhood friends Maya and Yan, who first met in Brazil at the age of 10, Mimo grew from their own experiences as artists selling through shops and markets. Today, their Sydney Street store combines their in-house brands with work from creatives in Brighton and around the world, with a particular commitment to championing LGBTQIA+, neurodivergent and other underrepresented makers.
For this edition of Trade Talks Tuesday, we spoke with Maya and Yan about curating a strong visual identity, why the person behind a product matters, discovering artists through social media and trade shows, what "retail-ready" really means and how creatives can build communities that help them stand out.
About Mimo
Mimo is an independent gift shop founded by childhood friends Maya and Yan in Brighton. Described as a colourful, trinket-filled treasure trove, the shop stocks work from more than 60 independent artists and small businesses from the UK and around the world, alongside Maya and Yan's own brands, Uschie and Mopbox.
Founded by two artists themselves, Mimo has maintained an "artist first" approach to retail and is dedicated to supporting independent creativity. The female and trans-owned business is part of the LGBTQIA+ community and actively champions neurodivergent, queer and other underrepresented artists.
Website: https://mimobrighton.co.uk/
Mimo feels more like a creative collective than a traditional gift shop. Was that always the vision, or did it evolve naturally?
Although we're not a collective in the traditional sense, we have an amazing group of artists and small businesses who work alongside us to realise the Mimo Vision.
Before we opened the shop, we were both artists selling our work through other shops and markets, so we already had that perspective and knew Mimo would have an "artist first" focus.
In a way, it was both the vision and something that evolved naturally, because that was our experience before opening the shop anyway.
"We wouldn't be Mimo without our artists"
maya, Mimo
and we love having such an incredible creative community around us.
You work with more than 60 independent artists. When you're considering a new maker, what makes you think, "They belong at Mimo"?
It's usually a gut feeling. We see something and know immediately whether they belong in Mimo or not!
But of course, there are a few things we're looking for. They must have a strong visual aesthetic that complements our store. We're pink and colourful, full of whimsy and super cute, and we want that to be reflected across the entire shop.
Strong branding is a must for us. We want nice, colourful packaging, a cohesive or complementary aesthetic and, of course, good-quality products.
They must also have made the products by hand or designed them and had them manufactured.
"We want to support creativity and uniqueness, and we value small businesses."
maya, Mimo
Many brands focus on creating products. How important is the person and the story behind the product when deciding who to support?
Super important!
We only want to work with nice people who support our values. We are LGBTQIA+ friendly, anti-AI and proudly outspoken about our views on the world, and we want our artists to believe in and support the same values we do.
As artists ourselves, we know how much the person behind the brand influences the final product.
"We want to work with real people, with real stories."
maya, Mimo
Your shop champions artists from LGBTQIA+, neurodivergent and other underrepresented communities. Do you think customers are increasingly looking to support businesses that reflect their own values?
I hope so!
Everything you surround yourself with in your home carries a weight from the person who made it. Personally, I'd much prefer knowing that the people who made the items I'm buying hold the same values as I do.
Mimo was founded by two neurodivergent queer people; we're trans, female and immigrant-owned. So it's only natural for us to support our peers.
How has the way you discover new artists changed over the years? Are trade shows still part of that journey, or do social media and creative communities play a bigger role today?
Social media has always been, and continues to be, our primary way of discovering new artists.
For us, trade shows are a bonus when looking for new products. They're a great way to gather inspiration and check current trends, but
"our favourite sections are always where the small businesses are."
maya, Mimo
We love getting to meet traders in person and getting a better feel for them and their products. Trade shows also allow us to meet artists who are "retail-ready" and focused on working with shops, which can sometimes be difficult to identify online.
As well as being a nice person and having beautiful products, being able to find brands that know how to display their items for businesses and can supply consistent quantities is a must for any store.
Another huge part of selecting our artists is through submissions, which is now the main way we stock people. We have a section on our website where artists can find information about how to reach out to us directly.
Creative businesses often struggle to balance artistic expression with commercial success. What advice would you give to artists who want to turn their creativity into a sustainable business?
"Cohesive branding is a must"
maya, Mimo
and it can unite many different art styles and products.
Showing your ethos and who you are is also a great way for us to connect with you and remember you among the many submissions a shop may receive.
But overall,
"being able to think from the shop's perspective is what might make you stand out and become more successful over time."
maya, Mimo
Think in advance about how your products will be displayed — whether they'll hang from hooks, sit in a tray or need another solution. Have packaging with your logo and enough space for us to add labels and pricing so we can integrate your products with our till system.
It's also good to check the market you want to be in, see what your peers are selling their items for and consider whether your audience would genuinely like what you're making.
Art markets are a great opportunity to test products, and we'd advise anyone wanting to start selling to experience that before reaching out to a shop.
That way, you can be confident that your items are ready to sell and ready for retail.
Has social media made it easier for independent artists to get discovered — or has it simply made it harder to stand out?
I think it's a bit of both.
Social media is an amazing way for artists to be shown to millions of people across the globe who might never otherwise see their work. But at the same time, there are so many people doing similar things that you can become another needle in a haystack.
I think that to make a real impact with other artists and businesses through social media, it's important to create a community.
Become friends with other artists, share their posts and engage with them in the same way you'd like people to engage with you — but do it with honesty and intent. We all know when people just want more followers!
If you're able to, attend markets and in-person events too, so you can grow your community and interact with people in your area.
"But the magic of living in a digital world is that you can show your work to so many people from your home"
maya, Mimo
even if your health, mobility or finances don't allow you to get out into the physical world.
Key Takeaways
A clear retail identity makes curation stronger. Mimo looks for artists whose aesthetic, branding and packaging complement its colourful and playful environment.
The maker matters as much as the product. Shared values, personality and the story behind the work all influence who Mimo chooses to support.
Retail readiness requires practical thinking. Consistent supply, packaging, pricing and understanding how a product will physically be displayed can all influence a retailer's decision.
Social media remains a powerful discovery tool. For Mimo, it is the primary route to discovering artists, alongside direct submissions and in-person events.
Trade shows can help demonstrate retail readiness. Meeting makers in person gives retailers a better understanding of both the products and the businesses behind them.
Markets are valuable testing grounds. Selling directly allows emerging artists to learn how customers respond before approaching shops.
Community can help artists stand out online. Genuine interaction and relationships with other creatives can be more valuable than simply chasing follower numbers.
Mimo's approach shows that supporting independent creativity doesn't mean separating artistic expression from the practical realities of retail. A distinctive creative voice might attract attention, but successful relationships with shops also depend on packaging, merchandising, consistency and an understanding of what retailers need.
For emerging artists, perhaps the strongest lesson is to think about both sides at once: protect what makes your work uniquely yours, while making it as easy as possible for the right retailer to sell it.
Want to Reach More Retail Buyers?
Looking to put your brand in front of independent retailers like the ones featured in Trade Talks Tuesday?
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