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All things bright: Behind the evolution of iconic Aussie brand Mimco

This year, Australian jewellery brand Mimco turned 25, and to celebrate, the retailer launched a limited-edition collection of accessories and published a coffee-table book detailing its history. Here, we chat with managing director Sarah Rovis about Mimco’s loyal community, customers’ changing shopping habits and the future of the brand’s store design. Inside Retail: Mimco strikes me as a brand that has such a devoted following, with some customers that have stayed with it through those 2