Contestant's Case to Win

I am a mother of two and co-founder of Amy Michelle baby bags.

Amy Michelle is a female-owned, socially responsible company that specializes in the creation and marketing of fashionable baby (diaper) bags designed for the busy lifestyle and organizing needs of today’s mom and her little one. Amy Michelle was founded to give mom’s fashion as well as function. Our new Chic line offers sassy elegance, while the Street line offers a contemporary casual flair. Combined with our Classic line, Amy Michelle offers something for every mom’s sense of style!

Amy Michelle was founded in 2003 after the birth of my second child. I created a job whereby I work around my family’s schedule. We have been successful throughout the United States and Canada offering unique, elegant bags all while conducting business from my home office and on my cell phone while driving carpool – exactly how I want it. There are plans in the works to bring Amy Michelle to Scandinavia, Japan and Australia in 2009.

My business partner, Amy Wright, is a career product marketer and future mom. We are the fashion-savvy co-creators of Amy Michelle. Both CU MBA grads, we saw a need to provide moms with a stylish bag that would transition from home to daycare to work to a night out - no problem. We have now become the "go to" bag for today’s busy moms.

Finally, we wanted our company to be bigger than just Amy and Michelle. Up to 5% of profits benefit Ronald McDonald House Charities of Denver.

Warmest regards,

Michelle L Herbert, MBA
Co-founder and proud mom of Grant and Faith

Amy Michelle’s Mission 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.