Meet Mimo Boghossian and Paulette Ledyard of Rue de Mimo in South Pasadena

Today we’d like to introduce you to Mimo Boghossian, Paulette Ledyard.

Thanks for sharing your story with us Mimo, Paulette. So, let’s start at the beginning and we can move on from there.
15 years ago, my sister Paulette Ledyard and I partnered to create a very special style haven: Rue de Mimo. Born in Beirut, “The Paris of The Middle East,” We traveled the world extensively, Mimo studying textiles and merchandising, and Paulette pursued graphic design and art history.

Together our experience, passion and spirited flair for global fashion created the magic that is Rue de Mimo – an urban environment rich with texture, color, and one-of-a-kind treasures from all corners of the world.

How we got to where we are today:
We got here by trusting our refined skills and believing we had the eye and the passion for what we do. We listened to our clients’ needs as well as expanded their vision on fashion, by showing styles that were true to our brand. We traveled to many trade related shows. Some beautifully designed, others not so appealing but knowing some of the best finds could be in the most unexpected places.

With the help of our friendly, well trained, and knowledgeable staff we offer service and high quality products to our community. A winning combination of wit, style, and strong work ethic is the corner stone of our success.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Like any important endeavor in life, challenges come up that make you fine tune your operation, pay attention to elements, systems that could be improved, and carve out a new edge to your business. Finding balance between long business hours, traveling to multiple trade conventions each year and preparations for different holiday peak shopping seasons could be a major stress factor testing the strongest stamina.

Shopping while mindful of our clienteles’ wide age range, their body shapes, personal needs and lifestyles is always a challenge. Staying aware of our local competitors, researching the best shopping venues to find designs that match our sense of esthetics as well as a finding a price point that meets our clients’ needs. Finding lines and showroom representatives that honor a long lasting mutual relationship to assure exclusivity to a brand.

Locating new brands after existing and important resources/companies may have gone bankrupt, due to different socio-economic or political times. The availability of the internet and the ongoing evolution of consumers’ preferences to buy what they need, creates an ever changing market environment.

Rue de Mimo – what should we know? What do you guys do best? What sets you apart from the competition?
We have created a viable business out of doing something that we love. Assembling outfits together using rich textiles in vibrant colors is our art form.

Our innate ability to style our own wardrobe becomes the business model for what we do. We aim to stay different, be innovators and not followers in a forever changing fashion industry.

Our clientele trust us to introduce them to what is unique and interesting in the design world.

This approach of merchandising our store is what makes the signature look at Rue de Mimo. We cater to independent thinking women of all ages: people who share the value of beautifully made product while choosing to support an individually owned business.

Our shop reflects our own philosophy of expressing beauty and sharing it. We believe Rue de Mimo inspires and supports a need within our community in addition to providing a worthwhile service of helping women dress the best version of themselves.

Contact Info:

• Address: 1514 Mission St.
  South Pasadena, Ca, 91030
• Website: www.ruedemimo.com
• Phone: 626 441-2690
• Email: [email protected]
• Instagram: rue_de_mimo
• Facebook: facebook.com/ruedemimo

Image Credit:
Patricia Massie
Sue Hudelson
Mimo Boghossian

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