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JMX Brands digs deep into its new environmentally friendly store with a new hire

Amina Hammou has already been staying busy collaborating with venders to create sustainable products.

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  • | 9:40 a.m. August 31, 2022
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Amina Hammou was recently announced as the new coordinator of Eco Friendly Digs. (Courtesy photo)
Amina Hammou was recently announced as the new coordinator of Eco Friendly Digs. (Courtesy photo)
  • Manatee-Sarasota
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In a dig toward becoming more environmentally friendly, JMX Brands announced a new hire. 

Amina Hammou is the new coordinator of Eco Friendly Digs, the Sarasota company’s newest e-commerce store. Hammou will oversee and develop the store at 

“I enjoy everything about project management: coordinating, networking, collaborating, analytics, strategic planning,” Hammou says in a release. “There are so many ways to engage customers and develop our strategic relaunch. This is an exciting opportunity to devise a roadmap to achieve the website adjustments needed to enhance our customers’ experience.”

“Amina Hammou’s impressive educational background and achievements in e-commerce and project management indicate she is the right fit to lead Eco Friendly Digs,” CEO Jim Miller says.

The new store features environmentally friendly furnishings and decor. It’s a Sustainable Furnishing Council and the Green Business Partnership member in Sarasota, a nod to JMX Brands’ sustainability commitment. 

With the new hire, the company expects to become the premier online retailer of sustainable home products. The motivation for this achievement stems from the success the company’s online Amish furniture retailer DutchCrafters has seen. 

The company recently saw 92% increase in revenue, from $11.6 million in April 2020 to $22.3 million in April 2021. Additionally, about 20 employees were added over the pandemic. 

“JMX Brands was founded on the idea of a multi-brand company that could replicate success in e-commerce across a variety of niche markets,” Miller says. “We purposefully crafted a model that could be utilized beyond DutchCrafters.”

When Hammou’s husband accepted a job position in Sarasota, they both moved here from France. Since stepping into the new role, she’s been busy collaborating with new vendors to develop sustainable products as well as ensuring the website is running efficiently.

“Environmental sustainability is so important,” Hammou says. “Eco Friendly Digs represents a beautiful opportunity for growth that is helpful, not harmful, to our planet.”


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