Italy to Hong Kong, Armani to Asda, fashion designer Alexandra Kay, who is profoundly deaf, has worked for many brands all over the world and has now set up her own fashion label.

Alexandra spent five fashionable years gaining the experience and knowledge required to start her own business. Former Brand Specialist for Harrods, Alexandra has now launched her own baby wear for boys and gift brand called I Miei Cherubini, which simply means My Little Cherubs.

Alexandra’s inspiration came when trying to buy clothes for her brother’s four children. She found the market overloaded with choice for girls but the choice was limited for boys and this was her niche. Alexandra explains:

“So many brands cater beautifully for the needs of little princesses; we thought it was time for little princes to be the focus.

“All clothing is designed and made in the UK and our baby range is from newborn up to 18 months. Lots of thought and care has been put into the design so you can find that perfect gift or special treat for the Cherubini in your life.”

Alexandra approached the North East Business and Innovation Centre (BIC), where she was appointed Business Adviser Debbie Simpson. For three months they worked on the business plan for I Miei Cherubini. Debbie said:

“Alexandra is very talented and has an amazing flair for fashion. When she first came to me with her business idea I was excited and throughout the whole time Alexandra has been focused and determined. It has been so rewarding to see her business idea flourish.”

To find out more visit

The North East BIC offers a wide range of products and services to support the needs of anything who wishes to start a new business, and assists over 150 enterprises in the getting off the ground each year. To contact the business support team call 0191 516 6149 or email

Media contact:
Sarah Spence, Communications Executive
North East Business and Innovation Centre (BIC)
0191 516 6073


About Us

The North East BIC is an organisation which exists to support businesses of all sizes and at all stages of their development. Our experienced advisers help hundreds of businesses to start up each year, and the 14-acre BIC site can accommodate over 160 companies in purpose-built offices and work spaces. This space is made up of over 200 offices and units, from 150-6250 sq ft and applicable to most sectors, inc biotech . We also offer an array of technical resources and support services, as well as superb meeting / conference facilities fitted with the latest video conferencing equipment. In addition the site is able to offer companies excellent broadband, hosting and telecoms facilities. Established in 1994, our facilities have grown in line with the needs of industry and include specific incubator units to help nurture aspiring businesses. We also offer immediate support, information and advice on any enterprise-related issues. The BIC also has excellent links with a wide range of organisations on a regional, national and international level ensuring our clients benefit from access to the latest business opportunities. Specialities Business support services, business space and accomodation, business skills and training, enterprise in education, product design and development, ICT services, marketing services