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"There really is no stopping this super successful female entrepreneur, and who'd want to stop her anyway. This is more of the spirit that we need" shares Gary McGeown from the Irish Entrepreneur Superconference - http://LifeLastingSuccess.com
"THERE'S just no stopping Michelle Mone. Not only is the 38-year-old entrepreneur the brains behind multi-million pound lingerie company, MJM International, she also has an OBE to her name, and is sporting a new slimline figure having recently shed a staggering six stone.
Not content with all that, the mum-of-three is heading to the North Pole this week to film a new reality TV show. Michelle is sworn to secrecy on many of the details, but she and five fellow celebrities will embark on a 2,000-mile expedition across the Arctic in gruelling temperatures as low as -52°C.
No doubt Michelle’s passion to succeed and sheer determination will see her through. The very same passion and determination that has driven her to grow the UK’s most successful lingerie brand. Not bad for a girl who grew up in the east end of Glasgow and left school aged 15 with no qualifications.
Michelle recognised a niche in the lingerie market after attending a dinner dance with husband Michael. Following a highly uncomfortable evening due to her cleavage enhancing bra, she announced she would invent her own. After three years of extensive research, the couple launched MJM International in 1996. The brand was catapulted into the media limelight in 2000 when Hollywood actress Julia Roberts wore an Ultimo plunge-bra to enhance her cleavage in the film Erin Brockovich.
"Never in a million years did I imagine the company would prove so successful. Ultimo is now the biggest brand in the county. It was a dream that I had after I went to a dinner dance wearing an uncomfortable bra, but I never could imagine the business could get to this size," she said.
Newcastle’s new Debenhams store is the latest venue for Ultimo’s "shop within shops" concept.
The new store will stock Ultimo, Miss Ultimo, Adore Moi by Ultimo, Ultimo Black Label, Ultimo Shapewear and Ultimo’s Miracle Solution inventions. It will be staffed by trained Ultimo bra experts, who will be on hand around the clock to advise customers and offer free bra fittings.
Michelle said: "Our shop within shops have proved very successful. They feature all our worldwide inventions from gel-filled bras, removable gel bras, non-gel bras, big cups, frontless bras, backless bras, shapewear, Miss Ultimo, and bridal! You name it, we have it. There’s a real buzz in Newcastle. The new Debenhams store in Eldon Square is really impressive and we’re delighted to have a presence in the store.
"We’re delighted to offer women the chance to experience Ultimo in an exciting retail environment, where they can be properly fitted and advised on lingerie solutions. We cater for all shapes and sizes, offering bras right up to a G-cup, and have a variety of stunning collections to make women feel and look fabulous."
Michelle’s entrepreneurial spirit was prevalent from an early age. Forced into full-time employment at 15 after her father was struck down by an illness, Michelle enjoyed success as a model before landing a job at Labatt Brewers. She quickly climbed the ranks from office junior to senior manager and by the age of 20 she was successfully running its sales and marketing team. Last year she had the opportunity to pass on some of her entrepreneurial expertise when she joined The Apprentice as a guest panel member.
"I think what I have brought to the show is honesty. I’m very honest and direct with the contestants. I just absolutely love it. I especially enjoyed taking part in Comic Relief does The Apprentice last year with Carol Vorderman and Ruby Wax. I just love the show and can’t wait to get back on it."
Ultimo has become the brand of choice for many celebrities with the likes of Cheryl Cole and X Factor winner Alexander Burke calling on Michelle for advice on what to wear under their revealing stage outfits. The brand has also attracted many famous faces to front its campaigns including Penny Lancaster, Rachel Hunter, Mel B, and Peaches Geldof.
"The celebrities we choose have to be down to earth, real women, who have the right personality for the brand. We’ve had some big faces over the years. We are about to replace Mel B with someone that everyone will love."
Michelle’s determination to give women what they want has lead to an impressive string of accolades including the World Young Business Achiever Award and Business Woman of the Year.
"I’m driven by a passion and determination to give customer’s products that they couldn’t find anywhere else. The incredible fit of the bras, the innovation that goes into creating them, and the value for money, sets us apart. We are launching a new invention this August that is set to totally revolutionise the market."
Receiving an OBE in the 2010 New Year Honours list is a dream come true for Michelle.
"Oh my goodness I was just ecstatic. I couldn’t believe it. I suppose it’s down to all the hard work and determination we’ve all put in to grow the brand. Growing up in the east end of Glasgow, which is similar to parts of Newcastle, just shows you can make it in the fashion world no matter where you are brought up. And still get an OBE as well!"
The biggest mistake women make when buying lingerie, according to Michelle, is not getting fitted properly.
"Women should get fitted for bras every six months as our bodies are always changing. I would also say to experiment more and don’t be afraid to wear colour. A lot of people just tend to buy black, white and nude lingerie. Brightly-coloured lingerie is a huge trend this year."
Despite Ultimo’s success, Michelle isn’t one to rest on her laurels. She is further expanding the brand to include a new clothing and beauty line.
"We are launching some really spectacular dresses for the red carpet, as well as a range of perfume, body lotion, and candles. All the things I’m really passionate about. We’ve put a lot of time and energy into these products and we are working first-hand with the biggest perfumery in Paris. It’s really exciting," she said.
As one of the top three female entrepreneurs in the UK, Michelle is in demand as a motivational speaker. She has the following advice for other women looking to launch their own businesses.
"You’ve just got to believe in yourself and your product or service. Have fire in you belly and determination and never give up." (By Francesca Craggs, The Journal)
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