Jimin Lee believes that fashion shapes culture and gives a person an identity. Lee also believes that fashion should incorporate elements of culture to appeal to everyone. Throughout her course of study at LASALLE, Lee has emerged more confident in expressing and developing her creativity and critical thinking.

BAiM! is a contemporary fashion jewelry brand which aims to bridge the gap between forgotten traditional craft techniques in Korea and fashion. BAiM! is for people who want to stand out from the norm through storied pieces, inspired by heritage and cultural elements, refined with an artisanal touch. Started out with the purpose of celebrating the Korean cultural and artistic practices, its debut collection incorporates the use of paper art, also known as “HANJI CRAFT”.