The Mimi Holliday label, which is a more wearable version of Damaris, was launched in 2003 using some subtle features like a hint of bottom cleavage or a mini corset detail - but at more affordable prices.
Despite its wide appeal, Mimi is placed at the top end of the lingerie market and sits alongside the top collections in mid to upper range department stores and cool boutiques around the world.
The designs which flatter all figures, transcend all age groups, come in real silk, satin and French silk chiffon and are produced in the Far East.