LOS ANGELES, Oct. 19, 2012 /PRNewswire/ -- RoviMoss debuted with an exciting new take on the mid-priced point handbag, taking classic shapes and injecting them with energetic hues, lightweight but rich material, and minimal hardware. With signature shoulder straps and detachable luggage tags, the RoviMoss bags feature effortless details for a lifestyle that's always on the go.

Since 2004, RoviMoss Co-founder Betty Hsu has driven international sales and marketing for brands such as Botkier and Rebecca Minkoff as managing partner of Skinmint Holdings. For RoviMoss, she joined forces with renowned accessories designer Cathy Lee to create a new brand that brings back the qualities most look for in a handbag.

"Many buyers I've worked with want a brand with staying power, that produces design-driven bags without a major price tag," explains Hsu. "As a new mother, I want a bag that can take me to a board meeting to after-work drinks to dinner with the family. A handbag that adds balance to my life but is still chic. Clearly, there's a void in the market."

The result is RoviMoss, luxe leather handbags that bring ease to a busy lifestyle. The Spring 2013 collection comes in classic shapes (satchels, totes, shoulder, crossbody) in custom blended colors, vachetta and Saffiano leathers, adjustable straps—all with a signature bright yellow striped inner lining. Even the RoviMoss dustbag converts into a sturdy tote.

Designer Cathy Lee is a leader in the industry, currently shaping the look of major contemporary brands and exclusive couture labels in addition to her role as Executive Vice President of Design for Ekatrina New York Inc. She was also recently handpicked by French couture brand JC de Castelbajac to build their accessories division. Her background includes previous stints at Ann Taylor, Lucky Brand, and Gap Inc. Sara Simmons joins RoviMoss as Vice President of Sales with a strong background that includes work at Vince, Rebecca Minkoff, and Cynthia O'Connor + Company.

RoviMoss will be made available soon for purchase online via the site www.rovimoss.com, in major department stores, and better specialty boutiques. Retail prices start from $118-$687.

For more information on RoviMoss, please call (626) 792-7688 ext. 104 or email marketing@rovimoss.com.

SOURCE RoviMoss LLC