Profile
Forget Mel Gibson, there’s only one person who really knows what we want to make us feel confident, and that person is Michelle Mone, OBE. Here, she tells Emma McClelland about her new range of products and explains what it takes to become an award-winning entrepreneur
I
t was at a dinner dance one night that Michelle Mone had the Eureka moment from which the concept for the celebrated Ultimo bra was born. Wearing
a very uncomfortable cleavage-enhancing bra, Michelle was struck by the realisation that she could and should invent one of her own, one that wouldn’t possess the flaws of its predecessors. MJM International was set up in 1996 and it took Michelle three years to invent her miracle bra, which she accomplished with steadfast determination and a passion for thorough research and development. Te ubiquity of MJM International’s
products is itself an illustration of Michelle’s success as a businesswoman and entrepreneur. In addition to the cleavage-enhancing bras the company initially gained recognition for, the Ultimo brand now encompasses a variety of other ranges such as shapewear and swimwear. MJM International also supplies Selfridges, Tesco, Figleaves and ASOS as well as several other big names and a number of independent lingerie stores throughout Europe. Additionally, Michelle has received high acclaim, winning accolades such as Business Woman of the Year at the Corporate Elite Awards in London and Number One Woman in Business as voted for by readers of Glamour Magazine, to name but a few. Talking about what it takes to achieve such success Michelle explains, “You have to take a lot of risks and there are lots of things that you have to sacrifice for yourself and for your family. In the past I’ve gone for years without holidays and I have had to come home from them early to work.” But Michelle is ever the professional. When I ask her how she feels about such sacrifices she answers, “Tat’s just the way the cookie crumbles. If you want to be successful then there’s risk involved.” Strength of character like this is enviable but
Michelle admits that even the most competent, confident women can suffer self-doubt. Of herself she confesses, “I’m just a human being like everyone else and I have my fat days and my thin days. When l know that I’m getting down or feeling less confident then I get into fitness more because I really believe that it releases endorphins and helps you to get by during stressful times. Everyone can get negative and have their bad days but as long
“You need to research your market place,” she states. Before preparing a business plan Michelle cautions, “You must know your competitors inside out.” When it comes to such competitors
Michelle has certainly had to work hard with her new line, Ultimo Beauty, which includes a self-tanning lotion, UTan, and a body firming cream, USculpt. As all women are well aware,
as you know how to react instead of falling into a downward spiral then you’ll be alright.” Michelle’s attitude to personal confidence is similar in many ways to her attitude towards business. Te notions of knowing what you’re working with and having a plan to move forward with it are also prominent in her advice about building a successful business.
self-tanning products are sold in abundance but come with the risk of embarrassing streaks and an off-putting smell. Once more Michelle has stepped in and dedicated years of her life to working with experts – “a tanning expert, a chemist and a scientist” – to create a better quality product. Te idea came about because, as she recalls, “I was just frustrated for so many years working with some of the most famous women in the world and they were all telling me that they needed fake tan but because of the smell and the streakiness they were absolutely disappointed in it. I thought, ‘I want to see if I can do this, if I can take away the smell of biscuits and wet dog and stop it coming off on clothing.’” After working closely with experts Michelle achieved these goals and UTan was born. While UTan helps to tan the body, USculpt helps to shape and tone it. Tere are two options to choose from with USculpt, either Boobs, which helps to lift and shape, and BLT, which firms up ‘bums, legs and tums’. When asked if inventing products that give women more confidence is at the heart of her work Michelle is clear. “Yes! I love giving women what they want. I want to give them the best products that I possibly can and I will keep continuing to do that.” Michelle’s passion for giving women great
quality products has driven her career to great heights. Talking about her fondest memories she admits, “Julia Roberts wearing the bra in Erin Brockovich was a huge accolade and my OBE from the Queen was too because it wasn’t just for me, it was for the team at Ultimo and for my family. But, you know, I love getting letters from my customers and seeing their comments on Twitter. I love hearing from them. It’s fantastic hearing how much they love our stuff.” With such a natural intuition for what today’s women really need, one gets the distinct feeling that Michelle Mone, OBE, the real guru of what women want, will receive appreciation like this from her customers for a long time to come.
For more information, visit,
www.michellemone.com
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