Designer Dossier : Mami Jewell / AZUL

Mami Jewell is a well recognised name in the world of fashion in Second Life along with her brand AZUL. AZUL is undoubtedly a personal favourite fashion brand of mine in the formal gown and cocktail dress category. It would be very difficult not to look amazing in one of Mami’s creations.


You couldn’t wish to meet a nicer or more generously natured person than Mami Jewell. I sincerely thank her for taking the time to be interviewed where others have declined. She certainly does not appear to have let her very obvious talent for design go to her head in any way.

Mami came to Second Life in March of 20007 after hearing about it from a Brazilian friend of hers. The opportunity to create something virtually really intrigued her, so here she is. She herself hails from Japan. This lovely lady loves creating in SL and cannot abide any form of drama.

In November 2007 Mami opened her first AZUL store. Deciding she needed some guidance, she was taken under the wing of the wonderfully talented menswear designer, edo Tone, and after 6 months of his tutelage she graduated far more confident of what it is possible to do from a design perspective in SL.

Mami is renowned for the gowns she has designed for a number of the finalists of the Miss Virtual World contest run by The BOSL group , such as Miss Virtual World 2009 Mimmi Boa , three of the finalists for Miss Virtual World 2010 including 1st Runner-up Sora Tatham. Most recently she designed the formal gowns for Miss Virtual World 2011 winner Serene Faith, 1st Runner-up Louise McWinnie, 4th Runner-up Tania Tebaldi and a top 12 finalist Blossoms Sweetwater.

Accolades that have come Mami’s way: at the beginning of 2010 she won the VAIN INC.’s readers’ choice for Best Female Formal Wear of 2010 and more recently she was selected in April 2011 as the BEST FEMALE FASHION DESIGNER in the BOSL AWARDS 2011, plus “-AZUL- Sora” was selected as one of the 20 most beautiful dresses ever designed in Second Life.

Mami concluded our interview by saying “I’d like to thank the many people who have been working for ‘Help Japan’ in SL, and those who have made donations for Japan, particularly those who purchased my items put out to help Japan! As you know, we are still having a hard time because of the earthquake that happened on 3.11 and the ensuing tsunami and problems with the power plant. But we do believe Japan will keep on advancing towards revival. Thank you so much for your help!”