AMY MICHELLE’S THIRD LINE OF BABY BAGS CONTINUE TO PROVIDE VERSATILITY, STYLE AND INNOVATION

GOLDEN, COLO, SEPTEMBER 2006… Amy Michelle Bags (www.amymichelle.com), a female-owned company that first launched its bags in 2004 with the premise that Moms need not sacrifice fashion for function, continues to deliver innovation and style with its new offerings. The company is introducing its third season of bags and accessories to consumers this Fall. Building on the popularity of the Azalea and Orchid Style Baby Bags, Amy Michelle is introducing new colors and fabrics, including the Azalea Bag in Vintage Black, Vintage Citron, Quilted Suntan, Quilted Gold and Quilted Ice Blue. These new premium colors will automatically include a matching bottle holder as a bonus. Azalea will also be presented with the new twist of a large Daisy flower pattern on the front in either Black/Gray or Oat/Ruby. Both Azalea and Orchid will also be offered in Chocolate Brown.

A new bag design for Amy Michelle is the Messenger, in Daisy and Tulip styles. Both sophisticated and casual, the Messenger offers convenience and versatility. Like the Azalea, the Messenger Daisy and Messenger Tulip change as your baby grows - from a shoulder bag loaded with quick to reach essentials to a backpack for chasing toddlers. Messenger Daisy is available in either Black/Gray or Oat/Ruby, with a large Daisy flower on front exterior, and Messenger Tulip in Brown/Ice Blue, Pink/Metallic Gold and Black/Vintage Black, and Brown/Vintage Green.

"Our moms tell us they want versatility and style, while projecting their own identity" shares Michelle Herbert, co-founder, Amy Michelle. Co-founder Amy Wright added, "We continue to create bags with the latest in colors, styles and fabrics that appeal to a variety of tastes while delivering sophistication and functionality."

Amy Michelle Products

Amy Michelle continues to design its bags with compartments for the specific needs of mom and baby. The sections designed for baby feature: 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 & Azalea). The sections for Mom include: place for matching Begonia purse or wallet, pocket for day planner, cell phone and other essentials, and easy-to-find key ring.

The 2006 suggested retail prices for Amy Michelle products are: Orchid Baby Bags are $135, Azalea Baby Bags are $135, Premium color Azalea with matching bottle holder $155, NEW Messenger Daisy and Tulip are $135, and the Lily bottle holder is $30. The Begonia Purse is $85 while supplies last and then will be discontinued. Amy Michelle products are sold at specialty baby boutiques, fine baggage stores, and select internet sites including www.ebags.com and www.amymichelle.com.

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.

2215 Ford Street  Golden, CO 80401  303.279.0690  www.amymichelle.com

Media Contact: Susan Walsh
Holden McClure PR
303-449-2526
HoldenMcClurePR@aol.com

###