The MICHE Story

How MICHE Came to Be...

On the way home from work in the fall of 2004, Michelle Romero, a young homemaker, did something most women have done—she spilled on her favourite handbag. Frustrated by the thought of hunting for a replacement then transferring all the contents, she wished there was a way to just change the outside of the bag. The idea immediately popped into her mind to create a bag with changeable covers. Not to be deterred by her lack of sewing skills, she grabbed her super glue and some scrap fabric, took apart the stained bag, and made the very first prototype. Together with Annette Cavaness, an expert for fashion accessories, she developed this revolutionary idea further and further and in 2005 they fianally founded in South Jordan, Utah, their official MICHE label. MICHElle and Annette set out on a mission to bring the MICHE Bag to life.

How Do You Pronounce That Name Again? Our unusual name comes after the nick name of MICHElle and is pronounced MEE-CHEE! 



left: Michelle Romero, MICHE Founder

Michelle Romero at FOX2-News

The Very First Bag Sold

On July, 7th of 2007 the very first MICHE bag was sold in the United States! More and more females became so excited about it that Annette Cavaness (right) decided with her move to Europe to start conquering the EU markets. Together with her sister, Jennifer Sneddon, who she managed to win for MICHE, they started and directed the European distribution from  Berg at the famous Starnberg Lake.

After a sabattical, most recent developments brought Annette back to our enterprise. As a much experienced and talented designer, her know-how is most welcome and we are beyond excited to be working with her moving forward. Needless to say, she is very happy about being back with MICHE again. We can continue to look more than forward to stylish designs and remain excited about all the news coming forth for fashion contious women from MICHE.



MICHE bags not only appeared at the Emmy-Awards, but had a showing at Forbes Living! With the tagline: „MICHE – one bag, endless possibilities“, MICHE has experienced tremendous growth. We think MICHE Bags are one of the greatest gifts to womankind since waterproof mascara, and we’re always approached by enterprising women just like you, who are looking to help spread the joy around. If you want to host a MICHE Party in your neighbourhood, be sure to get in touch so we can connect you with one of our steadily increasing number of forward-thinking representatives in fashion at MICHE.

Jennifer Sneddon, CEO MICHE Europe