8 brands to know about before everyone else finds out about them

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Sophie Ross is an In The Know shopping contributor. Follow her on Instagram and Twitter for more.

I’m probably not the only one who gets in a shopping rut. I visit the same websites, department stores, brand Instagram pages and so on, over and over again, wondering why everything feels so… uninspiring. When you intentionally log on to spend money after payday, only to realize there’s nothing you even like? Been there.

That’s exactly why I get such an adrenaline rush when I discover an exciting brand, often just by happenstance. Whether it’s stumbling upon something eye-catching on my Discover page or getting shown an ad that makes me realize the algorithm knows me better than I know myself, I’ve recently unearthed brands and online shops that have made me feel alive again. And it’s just a shame I didn’t know about them sooner. 

Of course, I’d be bad at my job if I didn’t share the love — so, below, find eight cool brands that might freshen up your shopping habits, too. 

  1. Djerf Avenue

Founded by cool girl and mega-influencer Matilda Djerf, Djerf Avenue has everything you need to emulate its namesake’s effortless, Euro-chic style. Between ethically-made, breezy separates and curve-hugging tube dresses — all under $200 — you’ll feel like a million bucks (and look like you have a million followers, too!) without breaking the bank. 

Djerf Avenue Breezy Shirt, $119

Credit: Djerf Avenue
  1. Emi Jay

You haven’t been on Instagram as much as I have if you haven’t noticed that claw clips have taken over. And one of the actual trailblazers of the trend is Emi Jay, whose slogan is, fittingly, “Keeping your hair up since ‘09.” Emi Jay is the claw-clip expert, with plenty of options for any palette. (Adorably, you can customize them with your name or other bedazzled musings, too.) 

Emi Jay Big Effing Claw Clip, $34

Credit: Emi Jay
  1. My Mum Made It

Like many brands, My Mum Made It was introduced to me by Instagram it-girls. And while I still don’t know much about the brand itself — the “About Me” section on its website still says “Coming Soon” — I do know I like what I see. With cool cut-out bodysuits, floral-printed accessories and a cheeky name, My Mum Made It will definitely be one to watch. 

My Mum Made It Orange Blossom Bodysuit, $69

Credit: My Mum Made It
  1. Beginning Boutique

Beginning Boutique was literally created with “weekend going-out clothes” in mind, according to founder Sarah Timmerman. Thus, you’ll find mostly revealing tops and dresses perfect for nightclubs and date nights — and, as the brand has expanded since its 2008 launch, stuff you can wear to the office too, like chunky knits and structured trousers. I’m a sucker for the brand’s recent collab with YouTuber Emma Rose Leger, full of low-cut and high-cut everything — perfect for a night on the town. 

Emma Rose x Beginning Boutique Cupcake White Top, $49.99

Credit: Beginning Boutique
  1. Mirror Palais

The Instagram-viral brand Mirror Palais has somewhat of a steep price tag, but from everything I’ve read and heard about it, it’s worth it. The brand’s easy slip dresses and sexy separates have nearly broken the Internet before — Kylie Jenner appeared in Mirror Palais in one of her pregnancy Instagrams — so don’t be surprised if you get complimented into oblivion when you don one of their styles.

Mirror Palais Fairy Dress, $595

Credit: Mirror Palais
  1. Simon Miller

Simon Miller isn’t exactly an under-the-radar brand, but I do have a feeling it’s going to blow up in popularity sooner rather than later. The brand seems to have its finger on the pulse of what’s cool (and Instagram-worthy), monopolizing the knit separates and platform trends before any other brand (that I’m aware of, anyway). Keep an eye on them to be in the know with what’s “in.” 

Simon Miller Wide Rib Wells Dress, $235

Credit: Simon Miller
  1. Rumours

“California cool meets NY chic” is Rumours’ mantra, and it’s entirely fitting. With everything from beach-ready separates to velvet halter dresses perfect for a Meatpacking nightclub, the brand’s stylish — and affordable — selection works on either coast (and everywhere in between). Rumours’ Instagram aesthetic may look aspirational, but the price points are totally approachable. Get ready to look expensive (and bicoastal). 

Rumours Montauk Set, $88 

Credit: Rumours
  1. I.Am.Gia 

It’s no surprise I.Am.Gia is beloved by “It”girls like Bella Hadid and Kaia Gerber — browse through the brand’s selection, and you’ll find ultra-slinky, ‘90s-inspired mini dresses, lace-up, low-rise pants and more pieces that might be difficult for us non-supermodels to pull off. Regardless, the price points are surprisingly refreshing for a celeb-favorite brand — and there are plenty of styles that you don’t have to be five-foot-eleven to wear. You might even wish for paparazzi to follow you around when you wear these babies

I.Am.Gia York Pant, $64 (Orig. $85)

Credit: I.Am.Gia

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