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SOUTH JORDAN -- The Miche Bag company of South Jordan has unveiled its newest handbag design. That, in and of itself, isn't unusual in a company that sells 40 different designs. But the new design, called "Hope," has a specific purpose: to generate large amounts of money for cancer research.
It's a growing trend by businesses worldwide, connecting their brand with an important cause. Miche Bag unveiled its new handbag at its annual distributor conference in Salt Lake City Friday.
Jennie Platt, who designed the new product, said, "Our goal -- and hopefully it's something that we far exceed -- but our goal right now is to donate at least a million dollars to cancer research."
The money raised by distributors in the United States and in about 14 other countries will go to the Huntsman Cancer Institute.
Since 2007, Miche has designed and sold the popular "interchangeable" handbag. Outer shells fit over the main purse compartment, attached by magnets, allowing the user to change the designs at will. This new one has a specific purpose.
"Six months ago, we started coming up with the idea that it was time for Miche Bag to give back," Platt said. "We've been so successful and blessed, and we really wanted to do something in our community that really gave back."
Since just about everyone is affected by cancer in some way -- either personally, or knows of someone who had had it -- Miche distributors and customers urged the company to focus on generating money for cancer research.
Platt said met with many cancer patients and survivors and asked for some quotes as to their thoughts about dealing with the disease. In bold, black and white letters the new bag design features words and phrases such as "Love," "Fight like a Giant," "No Regrets," and "It's not about living or dying, it's about how I live until I die."
Miche CEO Corbin Church said it's a design that will certainly draw attention.
"When you're standing in the grocery line with that bag, and the person behind you starts reading that, you don't think that they're going to become curious as to what all those quotes are about? Yeah, it's a conversation starter," Church said.
The company hopes that those conversations will ultimately produce millions of dollars worldwide to fight cancer.
Several cancer survivors and doctors from the Huntsman Cancer Institute attended the distributors meeting and shared personal stories. They also expressed their appreciation for what the company is about to take on.
Roxanne, a mother of four and grandmother of 10, has been cancer-free for five years.
"I will be eternally grateful for everything that you do, for the money that you raise and to the causes that it goes to," Roxanne said.
Miche sold its first back in 2007 and now has about 250 distributors around the world.
E-mail: kmccord@ksl.com
