In Winter 2003, after much heated bidding from huge High Street names, such as Marks and Spencers, Debenhams, New Look, Miss Selfridge, Top Shop, Damaris launched the long-awaited diffusion line, Mimi Holliday, and chose to work with House of Fraser.

The fabulous designs priced between £25 and £35 are beautifully wrapped in baby pink boxes for each customer and sold in 25 stores throughout the UK.

For Autumn/Winter 04 the label is also under exclusive contract to Le Bon Marche, Paris and Brown Thomas in Dublin.