Wednesday, 27 January 2016

Julie Gichuru Partners With Fashion Bloggers To Market Her Business

Fashion store MIMI has announced a partnership with the 2015 winners of the Mimi Fashion Bloggers contest, in a bid to grow industry capacity, engagement and fashion reporting.

Speaking during the award ceremony of the winners, MIMI Founder Julie Gichuru noted the bloggers have enabled growth in the Kenya fashion industry. Citing the overwhelming response from the contest, she urged the public to support local stylists in order to sell Kenya as a fashion hub.

“We had overwhelming response to the blogging contest, which indicated that the public is truly interested in fashion. To this end, MIMI will partner with the top 10 winners of the blogging contest to support them to grow their blogs, as they profile fashion trends and the local market.” said Julie.

In the 2015 competition, Muriuki Kagiri, author of Dapper Brother emerged tops with 25,000 votes out of over 60,000 votes on his blog, followed closely by Shawn Osimbo of and Sharon Mwangi who blogs in Style by Shari.

As the winner, Muriuki banked Ksh 100,000 in prize money. Shawn walked away with Ksh 25,000 shopping voucher and Ksh 10,000 while Sharon was gifted with a MIMI gift bag and Ksh 10,000 in prize money.

While accepting his token, Muriuki acknowledged MIMI’s efforts in supporting bloggers and urged the public to support more fashion bloggers and stylists in order to compete alongside the rest of the continent.

“Kenyan fashion is growing, and for us to have an edge against South Africa and Nigeria, we need to support our own. The competition has created exposure for my blog and I shall continue to write more about Kenyan fashion,” noted Muriuki.

Julie noted that plans are underway to expand the user ability of the platform to encourage local stylists to sell their clothes online.

“MIMI is engaging in a thorough analysis of the market to position ourselves as a platform for established and upcoming local and regional designers as part of our strategic growth,” She added.

MIMI shop is located at the Green House, Adams Arcade Nairobi and fashionistas can access online shopping via

The next call for entries for the MIMI Blogger contest 2016 will be announced in February.