Mimi Lawhon’s very first job was serving lattes at Nordstrom Cafe where she snuck off to the shoe section so many times she ended up switching departments.

It wasn’t long before she was officially sold on retail and turned a passion for fashion into a full blown career.

30 years later, she’s done it all – from managing small boutiques to consulting for big labels. She’s worked with Adidas, White House Black Market, and Talbots and was completely comfortable running large mainstream big box retailers… but when an opportunity arose to collaborate with her 24-year-old daughter, Raechel, she took the risky leap and jumped at the chance and hasn’t looked back.

In February 2022, the duo opened Mimi & Rae, located at 664 S Coast Hwy in Laguna Beach.

With a West Coast minimalist chic vibe and a mission to focus on women-owned brands, Mimi & Rae has become popular with tourists who want to bring a timeless piece home with them from their beachside travels.

The store itself is bright and luxe and strives to move away from fast fashion, leaning towards ecologically responsible and sustainable clothing, while still maintaining an affordable price point.

We recently caught up with Mimi to discuss business in Laguna, running a company with family, and how fashion brings a smile to her face, daily.

How did you end up choosing Laguna Beach to open a store?

I’ve been shopping in Laguna Beach for decades and have watched it keep its uniqueness, elegance, and artistic shops without getting too campy or niche. I honestly never considered anywhere else.

Business wise, it’s logical to be in a vacation spot; emotionally Laguna is a place that holds a lot of cherished memories for me.

What was the deciding factor to open up a store with your daughter, Raechel?

That’s easy… she’s hands-down the best retail ops and marketing professional I know! She’s never held a retail position without either being their top sales person or being promoted to management. Plus, she’s my closest friend. Even if she wasn’t my daughter I would be recruiting her!

You highlight women-owned brands in your store… how important was that aspect of the business?

It’s everything. The 2022 International Women's Day theme is ‘Gender Equality Today for a Sustainable Tomorrow,’ recognizing the contribution of women and girls around the world who are leading the charge on climate change adaptation, mitigation, and response in order to build a more sustainable future for all. Keeping that in mind, I wasn’t interested in starting a business that didn’t also have purpose and responsibility. My passion lies in helping and supporting women (and all who identify as women) who are in the fashion industry, as well as those who are working to make a difference. Plus, a good side effect of women-owned designs is that they tend to be more size-inclusive and fit women's bodies better!

Tell me about some of your favorite brands that you sell in the store.

Oh my god that's HARD. I love all my children equally! A couple brands that stick out are NLT (a no waste, size-inclusive brand that is ethical and responsible), and Sozy (donates 10% to sexual abuse victims and plants a tree for every purchase).

*NOTE: While 98% of their inventory is picked especially for their background, Mimi & Rae does offer a few mainstream labels for a quick grab in case you’ve forgotten your jacket or slides!

What does fashion mean to you personally?

I love this question! Fashion is an artistic language for me. I love it when I speak the same language as a designer and it just flows, but I crave learning new languages and the lives those languages represent.

It’s the best when a client feels heard, loved, and proud, and finds an outfit she really shines in – something that says who she is without words. That’s why I’m in this industry.

I truly care about humans and their happiness and if people feel cared for and special in our space then I’ve lived and am happy.

You’re on South Coast Highway so you get a lot of foot traffic… who would you say are the majority of your customers?

Absolutely travelers! We seem to be a big hit with France and England so far. But generally everyone is traveling through. (Mimi & Rae offers a 15% discount for anyone staying at local hotels.)

You used Desert Bloom Designs for your succulents which line the exterior of the space. What other small businesses in Laguna do you love?

Lauren is amazing. So talented! Some of my other local faves include Laguna Coffee Co, Rasta Taco, and Urth Caffé.

How has Laguna Beach as a whole inspired the beachy vibe of the store?

The beach is serene and peaceful with an underlying excitement. It’s how I grew up and it comes through in our colorscape and textures.

There’s nothing loud or uncomfortable in our store. The vibe is what draws people in.

Photos by: Mari Verdugo.

A Family Affair with Laguna Beach’s Newest Fashion Boutique, Mimi & Rae