After three decades in fine jewelry, Mimi So is expanding her brand into fragrance with the launch of three eau de parfums inspired by her signature jewelry collections.
The debut line includes Piece, Jackson, and Wonderland, each translating one of So’s core jewelry stories into scent. The move marks So’s first category expansion beyond accessories and positions fragrance as a sensory extension of the brand’s existing universe.
The collection was developed in partnership with Robertet, which ethically sourced the raw materials used across the line. So collaborated with senior perfumer Jérôme Epinette on Piece and Jackson, while perfumer Arielle Le Beau created Wonderland. So said the inclusion of a female perfumer was central to the launch, noting that women remain underrepresented in the fragrance industry.
Each scent reflects the character of its corresponding jewelry collection. Piece, the eldest of the three, blends pear, tangerine, bergamot, neroli, and jasmine with bourbon vanilla. Jackson, inspired by the Teton Mountains, features black cassis, gardenia, musk, sandalwood, salted amber, and patchouli. Wonderland, the youngest of the trilogy, leans into memory and emotion through notes of raspberry, snow pear, plum, ylang-ylang, cashmeran, and oakmoss.
Beyond the fragrances themselves, So extends the narrative through packaging. Paying tribute to her years at Parsons, she draws on Bauhaus principles that reflect her philosophy of simplicity. Combining glass and metal, the design takes shape as a clear cubed bottle topped with a square gold cap, a form that remains consistent across the fragrance trilogy.
For So, the expansion stems from a desire to translate the emotional role of jewelry into a new medium. She described fragrance as a natural next step after 30 years of building a brand centered on empowerment, personal expression, and storytelling.
The collection is intentionally gender-neutral and will be sold through select specialty boutiques, independent retailers worldwide, and mimiso.com. With additional eau de parfums already planned, the launch signals the beginning of a broader beauty strategy for Mimi So, one that extends the brand’s jewelry codes into a more intimate and accessible luxury category.
