You may not know this designer’s name, but the chances are you’ve seen Amanda Briskin’s unique creations on the set of Sex and the City, or adorning the arms of celebs such as style starlet Mischa Barton and pop princess Kylie Minogue. What started as a twinkle in Aussie-girl Briskin’s eye, became Australia’s top accessories label and an International success. Yes, Mimco has come a long way. Let’s take a look at the journey.

Where it all began... Amanda Briskin – nicknamed “Mim” - established Mimco in 1996 when she was just 24. It all started with six PVC and mesh bags, which she pre-sold by relentlessly calling buyers. Amanda would call them and say, “come and look at the range” and wouldn’t take no for an answer.

Entrepreneurial blood runs in Amanda’s family. Both her grandfathers were well-known businessmen and her grandmother nurtured her love of fashion and her creative flair.

Amanda has no formal design experience, but she always had a unique eye for fashion. Amanda says there wasn’t a specific plan for Mimco; all she needed was the determination to succeed and the courage to make it happen. “There was no concept; it was just an idea that I wanted to give a go to. I wanted to create and I just started making bags.”

The label... Although bags are the label’s bread and butter, Mimco has blossomed into a wide-ranging accessories business selling everything from jewelry and hair accessories, to knitwear and hats.

The label itself has a modern,edgy feel. Amanda says she is proud that Mimco has its own unique style, which it has stayed true to over the years while still pushing the boundaries of accessory design.

Mimco is all about bags that do not conform to or become affected by trends. "Our direction is designing collections we love which are housed and showcased within environments that can best service the customers experience.”

Signature Style... Mimco uses color subtly. Expect fine tones and shades, but with obvious contrast. The signature shape is a structured femininity; a lady-like form that moves with the mood. Mimco is all about the detail. It has to be bold yet considered and personal. There is also an element of fun in the designs; an elusive quirkiness that seems to adjust to the wearer’s own unique style.

And how does Amanda and her team come up such uniques look season after season? "We gather and collect inspirations; blurt it out and create a story and mood for the moment,” she says. “The creative process is an ongoing of collection ideas, an intangible purity from ideas, from observing and absorbing the world, and what we feel. It is just an aesthetic point of view.”

The Mimco bagista... She is confident, independent, truthful and sincere. She is non-brand oriented. Amanda designs for the woman who walks to the beat of her own drum. She looks for the three F’s in a bag – fun, fearless and feminine.

Sneak Peak... Dreamwalker Summer 2007 (US Winter 2007) Mimco’s latest collection is all about “having dreams because that’s what makes life’s path worth walking”. The collection offers modern, clean lines, rich colors and textures, and an organized chaos. Yellow, black, grey and white are colors that feature heavily throughout the line. Dreamwalking bagistas can also expect cute details like studs, chain handles, drawstring handles, and contrasting stitching. Where To Get The Bags Mimco has 17 stand-alone boutiques in Australia, but for bagistas who live outside Oz, there is always the online boutique that you can visit from the comfort of your own home – www.mimco.com.au.

You can also get your hands on the latest Mimco designs at Harvey Nichols and Selfridges in London, and Henri Bendel and Fred Segal in the US.

The Future... Mimco has recently sold to the private equity arm of Westfarmers, Gresham. Amanda will stay on for a few months during the handover to ensure a smooth transition. Although Gresham will be expanding Mimco in Australia and internationally, we are told they plan on keeping the brand boutique-like and true to its humble roots.

"The future is about doing what we can do as well as we can. I find the bigger we get the more obsessed I am with doing better, not just growth for the sake of growth, but being perfect. Because often in this industry, as you grow it can almost mass out a bit and I don't want to lose that integrity, the heart and the quality of what we do, as we grow," Amanda says.