Photography by Aoife Louise Photography and Nimiiny.
Georgina Kendall: ‘I started Nimiiny as a side hustle, with zero budget, while working full time. I had to be resourceful’
Nimiiny is an independent womenswear label thoughtfully designed and sewn by Georgina Kendall in her intimate, slow-fashion studio in Dublin. She reflects on creating a brand that celebrates playful self expression, starting out as a self taught seamstress, and her aspirations for the future of Nimiiny.
My name is Georgina Kendall, I’m originally from Northamptonshire in the UK, where I grew up as the daughter of a market trader. Retail and creativity were always around me. My grandfather was in the shoe business, so I guess you could say it runs in the family.
I spent ten years in London, working with independent boutiques and sustainable luxury brands, learning a lot along the way. I’m a self-taught designer and seamstress, and Nimiiny started simply, as a side project on a pop-up camping table in my bedroom.
What’s always driven me is the idea of making women feel good from the inside out. I believe clothes can really affect how we feel; they’re a way we communicate, even with ourselves.
Nimiiny is about that connection. Thoughtful design that helps women express their uniqueness in the world, with honesty and confidence.
‘Nimiiny’ was a name I created back in university for my final major project in 2015. Although I secured the domain name at the time, the brand itself didn’t fully come to life until 2018.
I wanted a name that felt magical but cool, something that captured the essence of feminine energy. Nimiiny came from the phrase niminy-piminy, which traditionally refers to a delicate, ladylike manner. But my interpretation is less prim. To me, Nimiiny represents the unseen power of a woman. The spirit, the energy, the quiet strength. It’s about being kind, strong, empowering and effortlessly cool. It’s not about fragility; it’s about presence.
The ethos
My mission has always been to create pieces that help people feel at ease and confident in their own bodies, while offering versatility and a sense of playful self-expression. I love designing garments that can be worn in multiple ways; most of my tops, for example, can be styled at least three different ways. It gives you the freedom to adapt your look to your mood, your body, or the occasion.
My design process is quite hands-on and intuitive. It started with me experimenting with puzzle-like squares of fabric and trying to build something from scratch without any formal training in sewing or fashion design. That problem-solving approach shaped my signature designs and these were the ones that really resonated and sold well both at the time and today, years on. My designs are fashion-forward and timeless.
Even as the brand has grown and the designs have evolved, I’ve stayed true to that original method: thoughtful, adaptable, and rooted in creativity rather than convention, or following trends.
I had no clue that I wanted to be a designer, to be honest. I think school often encourages you to follow more conventional paths or fit into certain boxes, and for a long time, I thought I had to be something else. It wasn’t until I failed a few major exams in science and psychology but found myself excelling in the arts that I started to realise where my strengths and passions really were.
Looking back, the signs were always there. I was obsessed with putting outfits together from a young age and was so inspired by my sister’s fashion illustrations. I also loved playing shop; something about that world just lit me up. But at the time, I didn’t connect the dots. All those little interests and moments added up and eventually pointed me here.
The stock
Nimiiny offers a curated collection of versatile tops, coordinating trousers and skirts, and striking two and even three-piece sets that balance statement style with everyday wearability. At the heart of every piece lies a deep respect for slow fashion and quality craftsmanship, featuring 100% natural fabrics and beloved hand-dyed batiks, each with one-of-a-kind print marks that make it truly unique.
Signature elements include clever strap designs, thoughtfully cut silhouettes, and a focus on fit and feel. These are pieces designed to move with you, built to last, to be loved over time, and passed down. Nimiiny offers more than just clothing; they are soulful wardrobe treasures, thoughtfully sewn for each individual. These are not off-the-rack pieces from the high street, but unique garments made just for you.
The logistics
I started Nimiiny as a side hustle, with zero budget, while working full time. Funding wasn’t an option, so I had to be resourceful. Luckily, I had years of experience in website design, branding, social media, email marketing, and photography, so I was able to do everything myself without outsourcing. Honestly, that’s the only reason I was able to make it work.
My biggest investment was my time, but financially, it was purchasing fabric for an entire new collection upfront to sample and shoot. I kept the business sustainable by operating on a made-to-order basis. I lived just around the corner from a street lined with fabric shops, so whenever an order came in, I’d quite literally run there after work to buy just a metre or two. It was lean, very hands-on, and the essence of true slow fashion, organic growth that allowed me to build the brand one piece at a time.
One of the most helpful pieces of advice I’ve received and often remind myself of is: lean into your bestsellers. As a small, slow fashion brand, you don’t need to reinvent the wheel every season. The styles that resonate most with your audience are a form of feedback; there’s no need to start from scratch when refinement can be just as powerful.
That advice goes hand in hand with another concept that really stuck with me: avoiding “Only What” content. When you’re constantly talking just about what your product is like, “it’s cotton, it’s cropped, it’s green”, you run out of things to say, and it can start to feel like creative burnout.
Instead, share the who, why, when, and how. Who made it? Why is it different? When is it available? How can it be styled? These are the stories that bring products to life and for me, they’re especially meaningful when you’re building slowly, intentionally and sustainably.
One of the most valuable lessons I’ve learned since starting my business is the importance of building a genuine community and maintaining an open, honest dialogue with your customers. Especially as an online brand, trust is everything. People want to feel connected to the process, the person behind the label, and the values the brand stands for. Creating that sense of relationship turns customers into loyal supporters, and it’s what keeps the heart of the business beating.
One of the biggest highlights is receiving heartfelt reviews from customers, but seeing my designs come alive on the catwalk at Dublin Independent Fashion Week was truly unforgettable. A special moment that happens often is when customers spot someone wearing one of my designs out in the world, at a festival, a bar or just in passing and send me a photo. It always means so much to me and reminds me why I do this.
The Irish brands to know
Maie Atelier for sunglasses, Bróg for shoes and Rashhiiid for faux fur hats. I’m currently obsessed with new handbag brands AOMOA Bags and FLAMES, and adore these satin sneakerina shoes by Vivaia. Finally, I’ve never smelled something so good and transporting and the moonlight jazz candle by MENA.
My best fashion purchase is hands down my wedding dress! I’m getting married this September in Tuscany. It’s the most beautiful thing I have ever seen. I cannot wait to wear it and, for obvious reasons, cannot describe it yet. It is designed by Annie’s Ibiza in London.
The legacy
I want my brand to be remembered for its versatile, show-stopping designs, pieces that feel rare, timeless and anything but ordinary. Garments that are worn, loved, cherished, and even passed down. Each one is handmade, with each stitch existing especially because of the person who wears it. If I could have anyone wear my designs, it would be Dua Lipa.
Photography by Aoife Louise Photography and Nimiiny.
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