Rumi Neely is a fashion blogger popular for her style and photography and is of Japanese, Dutch, and Scottish descent. Neely began her site Fashiontoast.com in 2008 and combined it with an eBay vintage store called "Treasure Chest Vintage". By 2009, it was receiving over 35,000 hits per day. She is represented by NEXT modeling agency's Los Angeles branch and Les Pros Entertainment in Japan. Rumi designed two pieces for RVCA and has also modeled for the company. In late April 2010, she modeled for a Forever 21 campaign and attended Forever 21's opening event at New York's Times Square in June. On September 12, 2010, she modeled for Rebecca Minkoff's Spring/Summer 2011 Presentation at Lincoln Center during Mercedes-Benz Fashion Week. She is featured in the October 2010 catalog for Free People. In November 2010, she had partnered up with Dannijo for a six-piece jewelry collection exclusive available on Tobi.com. Rumi also collaborated with REVOLVE clothing.com by creating her own online boutique via their new my REVOLVE feature. In December 2010, she collaborated with Shopbop to create her Christmas Wishlist now available to view to the public. In February 2011, she won both Best Personal Style Blog and Blogger of the Year at the Bloglovin' Awards. In May 2011, Neely participated in Bulgari's Save the Children campaign with Kristin Prim, which supported the fashion house's philanthropic efforts in conjunction with the charitable organization.