Born in the late 1980s, Yedda used to be a cutting-edge stylist and a well-known blogger on fashion websites. She is a complete garment addict, shoe addict, handbag addict and accessory addict. Helped by her friends and family, she founded the label “YIMEI”, which means wonderfulness and beauty. It advocates reading the substance of women and garments, and expressing modern women’s spiritual outlook and their pursuit for good things. Her creations are full of trendy aesthetics, fashionable colors and exaggerated floral prints. Cut-outs, embroideries and color blockings also make the brand unique. She believes that a woman is capable to master each piece of garment only when she owns her independent taste, and thus express her confidence.