Media Alert/Photo Op - A Jeanius Idea: Denim Diva Creates Dream Jeans with Customized Fitting

    Denim Diva Unzips at Upper Canada Mall on July 23

    NEWMARKET, ON, July 23 /CNW/ - Denim enthusiasts flock to Newmarket for
the highly anticipated opening of Denim Diva, Canada's newest fashion retailer
to join the mallbourhood at Upper Canada Mall on July 23, 2008. The
first-place winner of Ivanhoe Cambridge's coveted Retail Evolution Program
competition, Amber Kelly is the mastermind behind Denim Diva and was awarded
$150,000 along with an invaluable business mentorship to help realize her
dream of helping women solve their denim woes of fit and comfort.
    The first of its kind in Canada, Denim Diva explodes onto the retail
scene with an exciting and innovative retail concept that denim connoisseurs
have long awaited. Offering the best in premium denim, Denim Diva provides
shoppers with the ultimate denim experience with superior customer service and
knowledge, exclusive labels, customized fitting consultations and on-site
alterations to ensure every customer walks out of the store with their dream
jeans. Stocked wall-to-wall with designer denim, Denim Diva carries
hard-to-find and highly coveted labels such as J-Brand, James Jeans and Ditto
and plus-sized lines including Svoboda.
    Designed for the A-Type Fashionista, the boutique is organized by
body-type making the hunt for a pair of dream jeans quick and easy: Curvie for
those with hourglass figures, Bootie for pear-shaped fashionistas, Topsie for
spoon shaped shoppers and Twiggie for those with lean silhouettes. The design
of the store cleverly incorporates Denim Diva's mantra of providing the
ultimate fit and comfort by highlighting the unique qualities of the woman's
figure in the shape of the store, "I wanted the store to reflect the Denim
Diva concept of customization which is why we specifically designed the store
with smooth edges and rounded curves," says Amber Kelly.

    Who: Amber Kelly, Retail Evolution Program Competition Winner

    What: Denim Diva Opens First-Ever Retail Boutique

    Where: Upper Canada Mall

    When: July 23, 2008

    About Denim Diva
    Canada's newest entrepreneur, Amber Kelly is the first place winner in
the Ivanhoe Cambridge Retail Evolution Program and the mastermind behind Denim
Diva. The opening of Denim Diva marks the third and final phase of the Retail
Evolution Program. Launched in 2007, the competition was hosted in partnership
with Ryerson University, where Amber was enrolled as a fourth year student in
the prestigious Ted Rogers School of Management for its Retail Management

    About Retail Evolution Program
    The Retail Evolution Program was developed by Ivanhoe Cambridge to
introduce new retail concepts to the industry, and support young entrepreneurs
in the community, helping to build an exciting domestic retail sector in
Canada. In addition to the financial award, students will receive valuable
guidance from retail industry insiders, in the fields of leasing, marketing,
design and construction, legal, and finance. The Retail Evolution Program is
the first of its kind, giving unprecedented access to expertise while
providing financial support to help ensure success.

    About Upper Canada Mall
    Upper Canada Mall is a community shopping centre with over 230 stores and
services. Located at the corner of Yonge Street and Davis Drive, Upper Canada
Mall is highly involved in the community and has developed a variety of
partnership programs. Upper Canada Mall is owned and managed by Ivanhoe
Cambridge. For more information, please visit

For further information:

For further information: Media Contact: Anna Ng, The Idea Workshop
Limited, (416) 504-3977 ext. 29, Mobile: (416) 895-5536,

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