Jimie is the CEO at "BAREEN BY AJ', a brand established to revive the art and craft of Kashmir. She is responsible for leading the development and execution of long- term strategies and major company decisions. Her entrepreneurial venture was driven by years of experience in marketing and dexterity in the sphere of fashion and art. Jimie states, "BAREEN BY AJ is a platform for her, where she can help the artisans to showcase their talent and finesse at a global level. An MBA graduate, she has acquired a sagacious mind and idealistic vision. Before venturing into entrepreneurship, she has worked with a NASDAQ listed company and later headed the HR department of Oman based IT company.

Being a globetrotter, she was always impressed by the unique cultures, tastes, fashion and styles of people from different corners of the world. This motivated and inspired her finding her own way on her journey to establish an imperial brand.