Michelle Mone

Michelle Mone
Born	September 7, 1972 (1972-09-07) (age 39) Glasgow, Scotland
Nationality	Scottish
Occupation	Entrepreneur, model
Known for	Founder of Ultimo, successful entrepreneur

Michelle Mone OBE^[1] (October 7, 1972, Glasgow, Scotland) is a Scottish entrepreneur and model, who is best known as being the CEO of Ultimo.

Success with Ultimo

Michelle Mone, born 1971,^[2] grew up in the East End of Glasgow, Scotland and, after an early career as a model, ran Labatt's Scottish sales and marketing team. After being made redundant and having her second child, in October 1996 she decided, while wearing a very uncomfortable cleavage enhancing brassiere at a dinner dance, that she could create a better design. Her stated aims were to create a brassiere that was both more comfortable, and better looking, creating more cleavage.^[3]

She founded MJM International Ltd in November 1996, and three years of research, design, and development resulted in the patented Ultimo bra. In August 1999, a month after having her third child, Mone launched Ultimo at Selfridges department store in London. Selfridges sold the pre-launch estimate of six weeks of stock within 24 hours, which is still^[when?] known as the biggest ever bra launch in the UK, with over 50 photographers present and camera crews from all over the world.^{[citation needed]}

In April 2000, Mone won the World Young Business Achiever Award. In May 2000, Ultimo was launched in the United States at the Saks Fifth Avenue store in New York.^[3]

In September 2003, MJM launched their third design, The Ultimo Miracle Body, a backless and front-less bra. In April 2004, the company launched a new lingerie brand with Asda, branded "Michelle for George", and in September 2006, launched "Adore Moi" for Debenhams. In May 2007, MJM moved beyond lingerie, with the launch of the "Trim Secrets" diet pill.

MJM International signed a deal with Debenhams CEO Rob Templeman to open stand alone Ultimo stores within Debenhams. The first Ultimo shop opened in Glasgow's Debenhams Silverburn in October 2007. As of June 2008, there are twelve Ultimo stores across the UK and Ireland. In addition, MJM International currently supply Debenhams, Selfridges, House of Fraser, Next, Grattan, Littlewoods, Figleaves, and ASOS.com, along with a number of independent lingerie stores.

Marketing

Penny Lancaster was the first Ultimo girl, replaced a year later by Rachel Hunter, and then Helena Christensen, who was later replaced by Girls Aloud singer Sarah Harding.^[4] In April 2007, Rod Stewart was insulted when Mone signed his daughter Kimberly as the face and body of Adore Moi for Debenhams.^[5]

In October 2007, Ultimo launched their new brand, the Ultimo D-G cup, modelled by former Hollyoaks actress Gemma Atkinson.^[6] Other Ultimo models have included Michelle Heaton, Katie Price, Jennifer Ellison, Samantha Mumba, Clarita de Quiroz, Ruby Stewart, Melinda Messenger, Jade Ewen, and Mel B.

Mugging

The company was launched in the traditional ship building district of Glasgow, Govan, bringing much needed jobs. In 2003, however, after returning from a trip to Los Angeles to visit Rod Stewart, Mone moved to premises elsewhere after being assaulted and having her BMW car-jacked and her prototype samples stolen in 2003. Her mobile phone was taken, which included various telephone numbers of notable Scots including the then First Minister Jack McConnell.^[7]

Recent projects

Over the years Michelle’s business has gone from strength-to-strength, developing beyond the original umbrella of Ultimo lingerie to encompass Miss Ultimo, Ultimo Shapewear, Ultimo Swimwear and partner lines including Diamond Boutique for Tesco, Adore Moi by Ultimo for Debenhams and Michelle for George for Asda, named after her.

As well as designing fashion lingerie, Ultimo boasts eight worldwide patented inventions including the Ultimo ‘Miracle’ backless body. In addition to its jointly owned brands, MJM International currently supply Selfridges, Tesco, Debenhams, Asda, Next, Figleaves and Asos.com, along with a number of independent lingerie stores throughout Europe.

Since launching, Ultimo has established a huge profile and loyal customer base within the UK and contracts with a string of high-profile models and celebrities, including Penny Lancaster, Rachel Hunter, Helena Christensen, Sarah Harding, Mel B, Kelly Brook and Raica Olivearia.

The company continues to go from strength-to-strength; in 2009 Ultimo was the first UK lingerie brand to debut on the catwalk at New York Fashion Week and in the past 24 months Michelle has opened 23 ‘shop in shops’ within Debenhams, in key cities throughout the UK. Michelle has also diversified into womenswear with the launch of Ultimo Couture, with Beauty and Bridal collections also planned for 2011.

Personal life

Michelle currently lives on the outskirts of Glasgow with her husband Michael and their three children Rebecca 19, Declan, 15 and Bethany 11. Michelle has achieved a remarkable level of success to date, juggling the demands of her business together with motherhood - as well as a soaring media profile and TV career, having appeared on shows including The Apprentice: You’re Fired, Comic Relief Does the Apprentice and ITV’s 71 Degrees North. Michelle is also due to appear on Celebrity MasterChef 2011 this autumn.

Filmography

• Loose Women (1999) - Herself^[8]
• Mind Your Own Business (2005) - Herself
• The Apprentice, Your Fired (2007-2009) - Herself
• Coleen's Real Women (2008) - Herself
• The Apprentice (2008) - Herself
• I'm A Celebrity Get Me Out of Here NOW! (2008) - Herself

Awards and achievements

In 2001 Prince Charles invited Michelle to join the Board of Directors for The Princes Scottish Youth Business Trust and more recently his Board of Main Council, confirming her status as one of the UK’s leading female entrepreneurs. Michelle also won ‘Best Newcomer’ at the British Apparel Export Awards, presented by HRH the Princess Royal, adding to her long list of awards, accolades and recognitions. In October 2005 Michelle attended a speaking engagement with former US president Bill Clinton and Mikhail Gorbachev, and went on to support the Sultan of Oman in setting up women’s enterprise in the Middle East. Michelle has since become a high-profile guest at speaking engagements and corporate events all over the world. Her achievements have further been recognised by the following:

In November 2002, Michelle was awarded an Honorary Degree, Doctor of the University, by Paisley University. In May 2003 Management Today voted Michelle one of the top three woman entrepreneurs in the UK. Michelle was listed alongside the likes of Martha Lane Fox and Stella McCartney. In 2005, Michelle presented BBC’s Mind Your Own Business, advising business owners on what they are doing right and where they are going wrong, and offering straightforward suggestions on how to improve their businesses. In January 2010, Michelle was awarded an OBE by the Queen for her contribution to business^[9].

References

1. ^ http://www.michellemone.com/about-michelle#Business
2. ^ "Michelle Mone, the Bra Queen". Daily Telegraph (London). 9 December 2007. http://www.telegraph.co.uk/finance/markets/2820804/Michelle-Mone-the-Bra-Queen.html. Retrieved 16 March 2009. 
3. ^ ^{a b} "Michelle Mone Press Information" (PDF). http://www.mjm-international.com/pdf/MICH_MJM_DOWNLOAD.pdf. Retrieved 16 March 2009. 
4. ^ "Official Website - About Us". Ultimodirect.com. http://www.ultimodirect.com/about-us/celebrity-endorsement. Retrieved 16 March 2009. 
5. ^ Newton, Victoria (9 May 2007). "Kim Knickers to you Dad". The Sun (London). http://www.thesun.co.uk/article/0,,4-2007160662,00.html. 
6. ^ Gemma Atkinson signed up to be Ultimo’s ‘angel’ | Showbiz Gossip, Showbiz News, Entertainment News - Showbiz Spy^{[dead link]}
7. ^ "Bra boss robbed at knife-point". BBC News. 19 February 2003. http://news.bbc.co.uk/1/hi/scotland/2779699.stm. Retrieved 26 May 2010. 
8. ^ http://www.imdb.com/name/nm2016637/
9. ^ http://www.michellemone.com/about-michelle#Business

External links

• Official Ultimo website
• Michelle Mone Biography Room54 Ltd Michelle Mone Corporate Speaking