The Eleven

A letter to a younger self

About Mimi

Fiorentina was forced on me by the city I was born and raised in, and love. Croatia was forced on me by blood: my mother is Croatian. Neither was a choice, and that's exactly why I love them. It's family. It's heartbreak. It's “Forza Viola”, but it's also “Idemo Vatreni”. You don't pick either one, and then they're yours for life.

Somewhere along the way I became a woman with a job, a wardrobe, a life. And I noticed that the club shop had a men's XL and a plastic keychain. It was as if the love was allowed, but only on match-day, and only if it looked like a man's.

About The Eleven

In 2025, still in the middle of my MBA at INSEAD, I found the courage to pitch the idea in class, in a room full of some of the brightest people you'll ever meet. Then I went looking for proof: surveying classmates, friends, friends of friends. The answer kept coming back the same.

In May 2026 I brought on Guillaume and Alexia. Guillaume is a visionary jeweller who has studied and practised the craft for many years under his own eponymous brand. Alexia is an operations manager who has scaled food, drink and hotel brands in the UK and Uganda. All hands on deck.

With this incredible team, I'm not bringing you a piece of jewellery. I'm bringing you a memory: a Sunday spent cheering with friends, laughing and crying. A talisman for good luck. A beautiful thing you'll never want to take off.

The nine-year-old in the stands would have wanted one. So we made it for her.

Mimi