THAT'S THE SPIRIT!
THE FAMILY GROOVE CATCHES UP WITH MIMI & MAGGIE FOUNDER JO ANNE YAMAMOTO TO
DISCUSS STYLE, SIGNS AND STAYING BALANCED

 THE FAMILY GROOVE: What is Mimi & Maggie style?
 Jo Anne Yamamoto: Bohemian, artsy and funky, showcasing hand embroidery and hand dyeing. Our clothing has a
handmade look. Many garments are heavily embellished, hand crocheted or hand dyed. We work with artisans who
give each garment a unique touch, using traditional handicraft embellishments on modern day garments.

TFG: What's your goal for the company?
JY: Our goal is to offer clothing that appeals to both the child and adult alike, by offering colorful, unique and quality-oriented clothing that has a touch of the culture that has inspired it.  Our wish is to foster a better appreciation of all the different types of beauty that coexist in the world today.

TFG: What inspired your to start the company?
JY: The company was started about 4 years ago. Previous to starting my own company, I had worked at Quiksilver as Sr. VP of Design and Merchandising in the men's/boy's area. While on bedrest during a difficult pregnancy with twins, I thought long and hard about what I really wanted to do. I realized that the long hours and many overseas trips did not make sense with raising a family. I put together a dream list of what I most liked to do and what made me the happiest. I liked working with factories overseas, loved children, loved designing clothing and fabrics. I was advised that this was a high risk pregnancy and would be very lucky if I could have children at all. The birth of my healthy twin daughters seemed like a sign that it was now or never to start my own company. I thought that, this way, I could somehow balance being a mom and doing what I love to do.

TFG: What does "spirited girl' mean to you?
 JY: It means a girl who lives life to the fullest with high energy.This quote is part of our inspiration/mission statement: "...the little girls with laughter in her eyes, fire in her spirit, love in her heart and dance in her feet. We find inspriation in the individuality of children and their art. We honor their free spirits, joy of discovery and happiness in the simple pleasures of life."

TFG: Tell us about your fall/winter 2006 look.
JY:  It has been inspired by the spirit of nature. We feature much hand embroidery, bright earthy colors and hand touches. It has a very bohemian feel that is comfortable and simple at the same time. We have faux fur-trimmed outerwear, denim, knit tops, skirts and knit tops in the line. Everything is coordinated but not exactly matchy-matchy.

TFG: What's on the horizon for spring 2007?
JY: Our spring line has been inspired by the spirit of adventure. Our Rainforest collection features bright tropical colors. The skirts are hand dyed using ancient methods of tie dyeing.  The skirts have hand crocheted trims which are then hand knotted and tie dyed in a pattern, for example. The tees feature spiritual  symbols, such as a lucky carp and lucky lotus designs.

Our Chalk Drawing collection features children's hand drawn symbols of flowers, sun and rainbows. This is hand tie dyed and embellished with cotton taping.

In general, colors for spring are bright and happy. Fabrics are easy-care.  

TFG: What inspires you season to season?
 JY: Most definitely my twin daughters who are now six. Children, in general, inspire me, too.  I am continuously amazed at their honesty, and enthusiasm for life. I am fascinated at how they put things together and what they chose to wear on their own. With my daughters, one never knows what they will come up with. They definitely, don't like to match all the time.  My hope is that we create clothing that adds a little to the joy and happiness of a special occasion—which, in my book, should be every day.

TFG: How do you balance (or do you?) Mimi & Maggie life and mommy life?
 JY: I try to do both the very best that I can and give the most love I can to both. I definitely devote full attention to my daughters on the weekends. I am not afraid to ask for help. I have a terrific nanny for the girls. They know that they can call me anytime and anywhere. I try to incorporate their input into the line. They are the main models. My husband, unfortunately, gets neglected sometimes. He was used to being the one and only for many, many years. Now, that the line has grown somewhat, more attention needs to be paid so that we don't disappoint customers in any way. I just take one day at a time, mostly, and do the very best I can. Some days balance better than others.

To catch the spirit, go to www.mimiandmaggie.com.