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Tesco and MJM International sensationally announce the 'Face and Body' of Diamond Boutique

17 March 2009

Tesco and MJM International sensationally announce the 'Face and Body' of Diamond Boutique

Dancing on Ice star Jessica Taylor has been sensationally unveiled as the stunning ‘face and body’ of Diamond Boutique, the new designer lingerie brand from Tesco and MJM International, the company that own Ultimo - which officially launches on Tuesday 17th March.

The former Liberty X singer and wife of ex-England cricket captain, Kevin Pietersen, looks absolutely glorious as she models the opening collection, which features 12 delicate designs in luxurious materials such as silk, satin and chiffon. Diamond Boutique is available from Tesco stores throughout the UK and Ireland from today. 

Jessica Taylor, 28, said; “I am so thrilled to be part of Diamond Boutique, it’s such a brilliant brand; the designs are so stylish and the prices are so purse-friendly! Being appointed to front Diamond Boutique means I get to combine two things I really enjoy, fashion and modelling.”

She added; “It also gives me the chance to show off the results of all my hard work from Dancing on Ice. It’s going to be very exciting seeing myself in the aisles - if slightly nerve wrecking!”

Priced from just £7, the new brand is set to add 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 will 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; “Jessica was our number one choice to front Diamond Boutique, because she’s so glamorous and down to earth. We’re delighted to be working with her and think she looks absolutely stunning in the campaign.

“Each and every Diamond Boutique design will be a ‘must have’ garment that focuses firmly on style, quality and fit. The opening collection is exquisite and I’m incredibly excited about seeing it in the aisles of Tesco stores throughout the country from today.” 

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.”

MJM International and Tesco hope to position Diamond Boutique as a ‘must have’ fashion lingerie brand and have aspirations for it to quickly become one of the biggest volume designer lingerie brands in the UK.