Introducing Mimi: Boutique Mix Fashionista Talks about Fashion Business and Social Entrepreneurship

I got a chance to interview Mimi (Miatta Mimi Dabo) of Boutique-Mix.com on SARFMradio.com. It was an eye-opening experience as Mimi, a D.C-based Sierra Leonean litigation attorney, talked about her products, hopes and dreams: Boutique Mix - an “Ethnik Chik Kollection” provides apparel, art, beauty/spa, clothing accessories, gift baskets, handbags, home accents and jewelry. Boutique Mix is blend of fashion and social entrepreneurship; it provides an avenue to help people look great while giving back to the community. Enjoy the interview!

Your products are hand-made, eco-friendly, fair trade, is there a particular reason for this?

That was not my original intent, I realized that a lot of things that I liked when I travel tended to be hand-made and eco-friendly. A lot of fashion products tend to be made of bamboo and other forms of earth friendly products. Most of the products I use are fair trade products, so apart from being fashionable my products provide for women and help the environment.

Where do the products come from - the US or Africa?

Ninety percent of my most recent materials are from South Africa. The rest are from different parts of the world. One of the reasons that I use materials from different regions of the world is because people can notice the difference. I have products from Europe, Africa, India, Bangladesh etc.

What led you into fashion business?

I grew up in West Africa and I was fortunate to live in Europe because my father was a professor at Oxford University. When my family moved to America, I was told that I had to focus on an educational degree that has good career prospects. So I got law and accounting degrees, but I love fashion and wanted to be a model. I then enrolled in acting classes and did model for a bit. The money raised from modeling was sent back to Sierra Leone to help some of the under privileged. In 2004, I started making my own jewelry pieces, selling my own pieces and that is how boutique mix came about.

As I went through your website, I realized that you were working with KIVA and different other non-profit organizations, what is the driving force behind this interest ?

My dad is Senegalese, my mom is Liberian and I was born in Sierra Leone, so I am all three. I lost about 80% of my family during the war, and when I went back home and saw the devastation in Sierra Leone a couple of years ago, it became more imperative that I do more for Sierra Leone.

I created a blog called “Rebuild Sierra Leone One Child At a Time” (http://rebuildingsierraleoneonechildatatime.blogspot.com), what people need to do is donate one dollar and this monies will be sent back to Sierra Leone in November, I will encourage people to do this as well.

In addition to KIVA (a microfinance organization that helps people build businesses in developing countries),I also involved with the Christian Children Network and Plan USA. You know I was one of those kids helped by Plan USA, when I lost my father, my family had a very difficult time financially; Plan USA came through for us. I remember waiting for the bus, to bring us money that will take care of our daily needs and I remember swearing to myself that regardless of what profession I end up in, I will make sure that I give back. I have been giving back since I got my first cheque.

Back to your business, what are the factors that you use when you choose your products?

My Ideal crowd is a non-follower who knows what they want to wear and what they like. I generally create and sell products that are different, that have classic lines and transcend seasons. Basically, you can wear my items in winter, summer or fall.

How do you market your website and the products that you sell?

I advertise via Yahoo, Google, blogs and most of all word of mouth. Eighty percent (80%) of my sales are via word of mouth.

Have you considered selling your products through any of the major store outlets?

I have thought of it. They are strategic about who they want to work with, what their competition is and exactly what they want to sell in their stores. But, that is an idea to play with some more in the long run.

How has the African community embraced your product?

They have supported me whole-heartedly. At the passport to Africa (an event that took place in DC), they bought up all my products and at the Africa day event in DC, so many people were excited that there is an African doing what I am doing. Africans tend to be very proud of you when you are doing something positive in the community.

I have noticed that most attorneys that I have spoken with have a side gig - is it because of the kind of profession it is?

Law is a very conservative profession. I love the law and I love helping people, I enjoy going to court but I can’t compare it to the rush I feel when I make a necklace. There is a kind of freedom that these side gigs give.

How do you balance your personal life with career and this business venture?

I don’t balance it well at all. I will be honest and say that I do not have a personal life. I am always either at work or creating something for boutique mix. I need to work on that a bit more.

I know one of the major products you sell are your beads, will there be a continuous market for beads?

Beads are always going to be in fashion. There will always be an Afrocentric crowd that will always want my beads. My products are for those who really know who they are what they want and I must add and also know fashion.

You don’t use professional models on your site - is there a reason for that?

My friends are the models used on my site. My friends have been there for me since I started and they have been my support and that is a way of saying thank you to them for all they do.

Extra:
Mimi who is very passionate about Sierra Leone has combined her love for law, social entrepreneurship, fashion and her need to help into a business that will definitely bloom. Using simple marketing principles like her blogs, Mimi has created an awareness that her products do exist. She has definitely opened the door to a lot of budding entrepreneurs to follow her footstep. She can be contacted via
boutique-mix@hotmail.com.