Jewellery brands Fiona Paxton and Chlobo part of Miinto’s rise.

Miinto, a one-stop online shop for indepdendent boutiques and brands in the UK is said to be booming since its launch eight weeks ago, working with more than 100 stores and 6,600 products.

Jewellery brands such as Fiona Paxton, Chlobo, Missoma, Dynasty and Martine Wester are available on the site, which displays products sold online through other retailers’ sites, but all in one place.


The concept offers a ”dedicated full-service online sales outlet for independent fashion retailers to expand their business through the web”.

The site aims to be an international platform and considers its partnerships collaborative projects.

The Miinto concept was launched in Denmark about three years ago and has steadily grown into Norway, Sweden and the US.

Fiona Paxton, founder of her eponymous costume jewellery brand, told Professional Jeweller that while she wasn’t aware of the site she had recognised a number of jewellery and clothing retailers joining up to such ventures. She explained that the stock shows online will be directly linked back to an official stockists retail website, so when a product is sold through Miinto the sale goes to the retailer. has also just launched in Ireland and is set to be introduced to the Dutch market this Autumn. The UK site now boasts 102 boutiques, stocking more 6,686 products from 698 brands, over double the number it launched with figures ”rapidly increasing on a daily basis”.