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New categories at revamped Mikey

Contemporary fashion jeweller Mikey will roll out a new store concept next month and expand its product categories, as it embarks on a brand overhaul after being bought out of administration last year.

Managing director Lisa Wood told Drapers that the business had invested more than £100,000 in the design, which will include an evolved logo and new shopfits across its 13 stores and concessions. "We wanted to strengthen Mikey's positioning in the market so we decided to modernise its image," she said. Mikey's new corporate colours will be silver and purple.

Wood added that the concept, which was created by Stem Consultancy, was designed to act as a backdrop for the product. She said: "It's a way for the product to shine and stand out, with lighting the most crucial element. We're also introducing lots of glass with metallic finishing and bits of purple."

The retailer will also launch sunglasses for the first time in April, which will be branded with the redesigned Mikey logo. The range will comprise 15 styles.

Mikey introduced a 10-piece collection of handbags for the first time last week, after trialling a small sample in December 2005.

Wood also revealed that Mikey would launch a transactional website in April. She said: "We're looking for someone to head the online business and we have also set our sights on two more concessions this year."

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