AMY MICHELLE BAGS GETS SASSY WITH ITS SECOND LINE OF SOPHISTICATED BABY BAGS

Media Contact: Susan Walsh
Holden McClure PR
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FOR IMMEDIATE RELEASE

AMY MICHELLE BAGS GETS SASSY WITH ITS SECOND LINE
OF SOPHISTICATED BABY BAGS
New spunky colors and bag that converts to a backpack are particular hits

GOLDEN, COLO, February 2006… Amy Michelle Bags, a female-owned company that first launched its bags in 2004 with the premise that Moms need not sacrifice fashion for function, has gotten sassy with its new offerings. The company is introducing its second season of bags and accessories to consumers this Spring. Two new baby bag styles – Azalea and Orchid - and three new colors – Raspberry, Olive and Lilac – add more pizzazz. Moms will continue to appreciate the well-organized, durable design of the baby bags and accessories; however, they will have more colors and styles from which to choose.
"We want our moms to feel sassy and still have sophisticated style, even when they are lugging diapers around," enthuses Michelle Herbert, co-founder, Amy Michelle.
Co-founder Amy Wright added, "Building on the success of our inaugural line, we listened to our customers and retailers, and learned more about their needs and desire for fun and individuality. We’re excited to introduce our second season line."

Second Line of Amy Michelle Products
Amy Michelle’s new raspberry, lilac, olive and black bags – all with a new, spunky floral lining - and accessories offer a more sophisticated, adult approach to bag design and colors. The two new bag styles - Orchid and Azalea – offer more features and functionality. Orchid is a classy, triangle shape with buckled straps, while Azalea is a sporty bucket shape with ringed straps. What Moms particularly like about Azalea is that a simple adjustment of the straps converts a dress bag to a backpack, allowing you an extra free hand and a new look. They commented that it has “the style of a handbag and the function of a backpack.”
Amy Michelle continues to design its bags with compartments for the specific needs of mom and baby. Both new Amy Michelle bag styles have the same section for baby, which features: a washable changing pad, internal and external bottle pockets, quick-release pacifier holder, compartments for diapers, wipes, formula and Lily insulated bottle holder, removable wet bag, and zip-down changing station. Orchid’s mom section includes: place for matching Begonia purse, pocket for day planner, cell phone and other essentials, and easy-to-find key ring. Orchid comes in both black and olive, each with raspberry lining. Azalea’s section for mom features: cell phone pocket on front, place for matching Begonia purse, day planner and other essentials and easy-to-find key ring. It comes in black with green lining, olive with raspberry lining, raspberry with raspberry lining, and lilac with green lining. All have durable, faux leather straps.

The popular Begonia leather wallet/purse and Lily insulated bottle holders are back with the added color of raspberry to match the new bags.
Camellia, the favorite baby bag style from the original Amy Michelle line, returns in its stylish, classic black with rich red lining. Matching red Lily bottle holders and black leather Begonia wallet/purse make an elegant set.
The 2006 suggested retail prices for Amy Michelle products are as follows: Camellia Baby Bags are $225, Orchid Baby Bags are $145, Azalea Baby Bags are $125, the Begonia Purse is $85 and the Lily bottle holder is $20. Amy Michelle products are sold at specialty baby boutiques, fine baggage stores, and select internet sites including www.ebags.com and www.amymichelle.com. Current stores that carry Amy Michelle include:
Alaska: Todays Mom & Baby - Wasilla
Arizona: Belly Boutique – Scottsdale, Femme De Paris – Scottsdale, Room 4 Baby - Mesa
California: Jonathan Kaye - San Francisco, Day One - San Francisco, Lullaby Lane - San Bruno, Starlight Starbright – Folsom, Tammy's Baby Shop – Manteca, The Pump Station - Santa Monica, The Silver Sandbox – Chico, USA Baby - San Dimas, Simply Mama - San Luis Obispo
Colorado: Becoming Mothers – Boulder, Snuggle Bugs – Parker, Firefly Furnishings - Castle Rock, Firefly Furnishings – Denver, Cry Baby Ranch – Denver, 3 Blind Mice - Greenwood Village
District of Columbia: Dawn Price Baby - Washington, DC
Florida: USA Baby - Hollywood
Georgia: Imagination Station - Sugar Hill
Hawaii: Keiki Time - Maui
Illinois: Pitter Patter Designs – Springfield, Beautiful Beginnings - WesternSpgs
Kansas: Blue Dandelion - Lawrence
Kentucky: Baby Steps - Covington
Maryland: Great Beginnings - Gaithersburg
Massachusetts: The Baby Place – Natick
Missouri: Puddle Ducks - O'Fallon, 9 Months to Grow - Springfield
Nebraska: Scout - Lincoln
New Jersey: Pink & Blue Boutique - Ocean City
New Mexico: Baby Exchange - Farmington
New York: Planet Kids - New York City, Oh Baby - Brooklyn
Oregon: Segal's for Children - Beaverton
Pennsylvania: Babyland & Kidsroom - Pittsburg
Tennessee: Plaid Rabbit - Franklin
Texas: Haute Baby – Houston, Mommy to Bee & Me – Kingwood, Just for Babies - Harlingen
Utah: Baby Mine Store - Salt Lake City
Virginia: Rooms to Grow - Virginia Beach
Wisconsin: Baby Bella - Fish Creek

About Amy Michelle
Amy Michelle's mission is to provide attractive, fun and functional bags and accessories to organize today’s busy moms and babies, while creating a way to give back to our community and charities close to moms’ hearts. Up to 5% of profits from each sale benefit Ronald McDonald House Charities of Denver. With offices in Golden, Colorado, Amy Michelle sells products throughout the United States, Canada and in the United Kingdom. For more information, write to Amy Michelle, 2215 Ford Street, Golden, Colorado 80401, call 303.279.0690, or visit www.amymichelle.com.


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