Mimi So’s charming new boutique in the heart of SoHo is a return to her roots –she was raised on the Lower East Side, just a few steps away from where is opened shop. The entrepreneur, who made a name for herself in fashion with exquisite fine jewelry, first had a store on 47^th St. in the Diamond District. Here in SoHo, customers will find 18-karat gold sculpted in the shaped of oversized bows and finely-crafted stones transformed into animals that instantly transport visitors into the magical world according to Mimi. As she celebrates an impressive two decades in business, So tells us more about her latest endeavor in retail.

Your last retail store was on 47^th St. Why is now the right time to venture back into retail again?

Personally, I feel jewelry is intimate and our designs are handmade in our Atelier by talented artisans with a lot of attention to details. To appreciate the craftsmanship, you need to look at the pieces up close. I also felt it was important for the consumer to experience a unique way of discovery for our brand, to share that vision and point of view as the backdrop to the stars on stage…our jewelry.

Why does this area in SoHo feel like the right location for you? 

I grew up on the Lower East Side, so opening a retail space right around the corner in SoHo is like a homecoming for me. I wanted to plant my retail roots among likeminded creatives. I love the cutting edge and youthful vibe on Crosby Street — the mix of artisan products, real craftsmen, avant-garde fashion and trendy streetwear. It’s eclectic and unexpected and just the community I envisioned being a part of – one with that exciting energy of discovery. Our nook on Crosby  is on the most prestigious, exciting block in SoHo, so finding a spot here was true kismet. It was the right space at the right time.

What do you love this neighborhood so much?  

The pure nostalgia of New York City – red bricks, a cobble stone street, the old charm of SoHo back in the day when shop owners tended to their trade. It’s also the neighborhood where I took many walks with my parents as a child, strolling through Little Italy and Chinatown to purchase cheese and cutlets from the neighborhood butcher to the fresh fruit and vegetable stand owner. I was raised to support the small businesses in our community, so perhaps I simply like to continue this practice.

How would you describe the overall look and feel of the new store? 

As a young kid growing up on the Lower East Side, I always thought it would be so luxurious to live in a tree house. So when I designed the boutique, it was very important for me to include natural elements, but with a modern aesthetic. When people enter my store, I want them to feel as if they’re walking into my home, a whimsical and modern urban tree house. Nearly the entire space is customized from the floors and walls to the birdhouse window display and main display cases which are all made with reclaimed maple and oak. You have stepped into Mimi’s Wonderland. In every nook and turn is a new discovery of delightful gems.

Tell us about your mascot Chester. What’s his favorite thing to do in the store?

Chester is more than a mascot. He’s really the brand muse! He’s a great host – his favorite thing to do is charm the customers. He’s also very generous with his kisses.

What are some of your favorite design elements of the store? 

I worked very closely with a number of designers and craftspeople to create some of my favorite pieces in the shop. Since it’s a tiny space, it was important to me that every detail feels as precious as the jewelry. Our main display case was a labor of love and was an adventure to produce such a custom piece. It was inspired by a true jeweler’s workbench. I wanted to reinforce to our clients that quality and craftsmanship are central to our brand. The reclaimed oak floors and whitewashed walls set the tone and add warmth to the space. One of my favorite elements, which helps illustrate the story of my world, is a whimsical hand-carved mushroom stump by Keiran Kinsella. The handmade birdhouse window display is a perfect place to perch jewels within the context of my Wonderland and an intriguing element of surprise for passersby. Tyler Hays from BDDW created a pair of custom stools with an industrial vintage style that frame our main display case.

 How does the store tell the story of Mimi So?

My new store truly represents my vision for my brand. It’s a place of whimsy, modernity and discovery. A few years ago, I launched the Wonderland collection. This particular body of work marked a new beginning in terms of creative expression for me. Wonderland is a place where I can be free to experiment, be bold and color outside of the lines. My store mirrors this sentiment. It feels like home to me and is just the kind of place where I would want to shop for jewelry. It’s warm, cozy, happy, modern and truly unique.

What are some of your favorite pieces sold at this location? 

To start, my Bunny and Bow rings are so playful and very popular. The Type collection of initial pendants (for which I designed the typeface) is a nod to my days at Parsons studying graphic design. But the signature Piece Swing necklace is the icon of my brand. It is the shape of my window as a little girl looking out onto the big city.  Each frame represents the past, present and future, and I find I’m still looking out of that window. We introduced a special bridal collection for couples and partner bands which I’m extremely excited to share!

What’s the next step for the Mimi So brand?  

Men’s products – hence Crosby Street was so perfect for our future goals.

Visit the store located at 21 Crosby St, New York, NY 10013.