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Diamond Boutique is MJM International’s latest designer lingerie brand
that has been created exclusively for Tesco, fronted by the gorgeous
Jessica Taylor, star of Dancing on Ice and former Liberty X singer.
Announced in January 2009, the deal is one of MJM’s biggest partnership
ventures to date and signals a major part of the firm’s growth plans
for 2009.
Priced from just £7, Diamond Boutique adds a touch of
sparkle to the supermarket aisles thanks to its high-fashion designs,
including a luxury silk bra for just £14 that would normally retail at
£40. Designs for the range rotate every eight weeks, available in sizes
32A to 38D for bras and 8-18 for briefs.
Michelle Mone, creator
of Diamond Boutique and co-founder of MJM International, said; “The
deal to develop Diamond Boutique with Tesco is not only an enormous
achievement for MJM International, but I think it’s a very exciting
prospect for Tesco customers, who can now pick up top designer lingerie
collections in their supermarket aisles. Each and every Diamond
Boutique design is a ‘must have’ garment that focuses firmly on style,
quality and fit.”
Terry Green, CEO of Tesco Clothing, said;
“The collaboration with MJM International is a very exciting one and we
believe that Diamond Boutique will prove popular with our customers.
The new brand will offer everything a designer label does in terms of
quality, design and fit, but at Tesco prices.”
Diamond Boutique is available from Tesco stores throughout the UK and Ireland. |
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