Mimi Jung dared to dream with Brook&Lyn

4^th May 2012

Pooja Sahny

Pooja Sahny

4 May 2012

Mimi Jung never fully imagined she would be launching her own label. Brook&Lyn started out as a normal fashion blog and rapidly evolved into a personal style blog due to the increasing number of hits from DIY and style photo posts. It wasn’t until the day Jung posted a blog regarding a pair of Nina Ricci boots that she decided to seize the day. The number of hits she received gave her that push all of us sometimes need.

Over a six-month period, Jung submerged herself in all the information regarding how to operate a fully functioning e-commerce site. She has the mind of a businesswoman, yet the heart of a fashionista.

Brook&Lyn, as Jung entitled her New York City-based brand, is a diverse yet refined mix of gently used, new and vintage wears. The products range from clothes and shoes, to jewellery and objects.

With the launch of Brook&Lyn in August 2011, Jung managed to keep all her faithful followers and promised them that, “from the product details, unique packaging and beautiful selections, everything is hand-picked”. She vows never to stock something that she cannot personally see herself wearing. Her popularity has risen due to the fact that she trusts that her followers believe in her – and vice versa. This distinctive relationship is what has lead to much of Jung’s success. 

Something to be aware of is that Jung’s jewellery is not on the cheap end of the scale. Keep in mind you may be spending quite a large amount of money on her charming pieces. Brook&Lyn’s Surrounded Day & Night double-roped necklace, for example, which comes from a unique collection featuring one-of-a-kind agate stones, costs £215. This is a beautiful series of jewellery that can be worn as necklaces, body jewellery or belts. The rope just wraps around the body to add sensuality to her design.

Jung’s collections are always up-to-date with the latest styles and trends, such as this Moschino-inspired DIY safety-pin-collar jacket.

She and her husband also run Brook&Lyn Studio, where they develop elevated graphic design, product design, advertising, digital innovation and social media content for various luxury brands.  

Mimi Jung’s jewellery can currently be found in two shops: Darkroom, in London, and The Moon and Mars, in Edinburgh. Check online to browse through her full collections and stockists by clicking here. 

Pooja Sahny