LIMITED BRANDS IS TESTING AN ACCESSORY STORE CALLED DIVA

The Diva London store is geared toward trend-conscious 18- to 35-year-old women. Retail analysts say the concept has potential because there are no accessories stores catering to that demographic.

Limited opened two stores in mid-October at Easton Town Center and Tuttle Crossing in Columbus. A third Ohio unit opened at South Park Mall in Cleveland, as well as in Columbia and Annapolis, Md. and Tysons Corner Center in McLean, Va.

Limited Brands (which sold $9.6 billion of mercandise last year), said it entered into an exclusive licensing agreement with Diva London, a British accessories brand, to open stores in the U.S. The stores are small, about 450 square feet, and feature a pink-and-white color scheme.

With prices ranging from $5 to $40, Diva London is marketing itself as an affordable way to transform a woman's look on a regular basis.

How sweet it is.