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Kim Kardashian, Creative Director of Belle Noel Debuts Spring 2012 Collection at The Bay Queen Street

Toronto, May 10, 2012 - Kim Kardashian, Creative Director of Belle Noel, unveiled her collection of fashion jewellery today during a personal appearance at The Bay’s Queen Street store in Toronto, Canada.  Having launched the collection just last spring, Belle Noel has flourished in its inaugural year, quickly gaining momentum amongst the coveted contemporary shopper.

The latest from Belle Noel, reflects the feminine glamour of Kim’s aesthetic. One symbol, the wishbone, was a real source of inspiration for Kardashian, who used the iconic image as a focal point but infused her own artistic flair, producing chic yet easily wearable bangles, statement earrings and long pendant necklaces. The spring 2012 line is very bright and cheerful, bringing in pops of colour via coral, white and purple enamel laid over an oversized cuff, diamond accent rings and collar necklaces.

“Going into my second spring season for Belle Noel, I was focused on producing pieces that were reflective of the season; bright, fun and easy to wear. The wishbone really illustrates the warmth and joy I felt through this process and I’m so excited to finally present it to my Canadian customers at The Bay, Queen Street!” says Kim Kardashian.

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About Belle Noel:
Kim Kardashian, in collaboration with Pascal Mouawad, launched her first foray into the world of jewelry design with “Belle Noel” in January 2011. Belle Noel was designed to add a touch of glamour to any outfit with inspiration from classic movie stars like Carole Lombard, Vivien Leigh, and Sophia Loren to the fashion muses of the 70’s like Lauren Hutton and Julie Christie.  This versatile line features statement, daytime and evening styles from understated, casual pieces to bold, lavish creations reflecting her myriad influences from her travels around the globe.  Belle Noel is currently available at upper tier department stores, specialty boutiques, and select online stores.

About Se Ce Apparel Co. Ltd.:
Se Ce Apparel Co. Ltd. is the exclusive Canadian distributor of high-end fashion brands for men, women and children, such as UGG ® Australia, 7 For All Mankind®, Belle Noel, Eileen Fisher,  Ella Moss, House of Harlow, Low Luv, Rachel Leigh, Rebecca Taylor, Splendid®, Trina Turk, Vilebrequin, and Vince. SeCe Apparel also operates a retail division with stores in key Canadian urban markets, including Eileen Fisher, UGG® Australia, Vilebrequin, and a specialty multi-brand boutique, with plans to open several more stores in the very near future. For more information about Se Ce Apparel, please visit:

About Hudson’s Bay Company:
Hudson’s Bay Company was incorporated in 1670 by a British royal charter under King Charles II. With an unrivalled 341-year history in Canada, Hudson’s Bay Company is renowned for its historical role in the development of the nation. Today, The Bay is Canada’s leading department store and has established a reputation for quality, service, and more than ever, for style. A world-class department store, The Bay offers well edited assortments of exclusive and popular fashion, beauty, home and accessory designers and brands. The stores are continually evolving to provide customers with new and exclusive merchandise, as well as customized services to set The Bay apart from any other retailer in Canada. The Bay operates 91 stores in 8 provinces across Canada as well as, the company’s online store.

For more information including product information and images, please contact:

Michelle Veilleux
The Bay

Shelley Fremont
The Bay