The inception of the collection came when Jimeale was vacationing in Miami. She took notice of her friend's cosmetic bag and declared it "daggy" (Australian for unfashionable). Without further ado, while sunning poolside, Jimeale promptly sketched the first of her bags. "Jimeale" the brand was born. "Scintillating, outgoing, practical, witty and colorful" are all qualities that describe Jimeale and are showcased through out her line. When it comes to bags, Jimeale's philosophy has always been, "What you carry reflects how you feel".

All of Jimeale's designs are innovative, modern and sensibly priced - a key component to the brand's global success.  Every piece in the collection is intricately designed and vibrantly colored. Every zipper and pocket is meticulously thought out and finished to the highest standard using quality fabrics and finishes, including YKK zippers, pockets that are double-lined and interior linings that are not only water resistant and durable, but also beautifully styled.  Function meets fashion is the core of every decision and a personal touch is felt throughout Jimeale's collections.