EEDA - East of England Development Agency

Bra queen to share uplifting story at region’s biggest business event

12 October 2009

Michelle Mone, creator of Ultimo bras and co-owner of MJM International, completes the line-up at the East of England’s biggest business and networking event, Destination Growth ’09.

Michelle joins the likes of Greg Dyke, former director general of the BBC, at the East of England Development Agency’s (EEDA) biennial business event, hosted at AirSpace Duxford on Tuesday 3 November.

The announcement comes just a week after Lord Alan Sugar was added to Destination Growth’s impressive line-up of 30 top business leaders and experts – all on hand to offer practical advice on surviving and thriving during the recession.

Michelle Mone recently appeared on Lord Sugar’s hit TV show, The Apprentice, for Comic Relief. At Destination Growth, she will talk about her rise from the east end of Glasgow to international recognition as one of the UK's leading female entrepreneurs.

Leaving school at 15 with no qualifications, Michelle started her career at Labatt Brewers, quickly climbing the ranks from office junior to senior manger running the sales and marketing team by the time she was 20.

But it was in 1996 when her idea for Ultimo was born. Whilst attending a dinner with her husband, Michelle was wearing a very uncomfortable cleavage-enhancing bra. It was then that Michelle decided to invent a bra that was more comfortable, more innovative and more enhancing than any other on the market.

MJM International was set-up in the same year and Michelle established herself as one of Scotland’s biggest exporters. Ultimo was catapulted into the media limelight when Hollywood actress Julia Roberts wore an Ultimo plunge-bra to enhance her cleavage in box office smash Erin Brockovich.

At Destination Growth, Michelle will explain just how she turned her idea into a world-class brand. Delegates on the day will also have the unique opportunity of a one-to-one meeting with Michelle under Concorde at the impressive AirSpace hangar at Duxford.

More than just high-profile speakers, those attending Destination Growth ‘09 can create a tailored programme for their day – choosing from workshops, seminars and networking opportunities with hundreds of equally ambitious small and medium-sized business leaders.

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