But Michelle Mone's willingness to touch up her make-up and get changed in a confined space in a matter of minutes shows how down to earth she is, despite being the boss of a global business empire.

The 36-year-old former model started MJM International Ltd with her husband, Michael, in November 1996.

The business has gone from strength to strength, and is now a multi-million pound company, earning Michelle a number of prestigious awards.
Now her focus is on giving something back, which is why she was in the borough to speak at a Business Boutique event, sponsored by South Tyneside Means Business.

As well as helping entrepreneurs with her business advice, she donated her fee to a breast cancer charity.

"When you get successful you should give something back, and that's why I am here today," she said.

Michelle talked about having an idea, and how to turn it into a reality, the potential pitfalls of working with your partner and how she balances being a businesswoman, wife and mother-of-three.

"You can do all three," she said, albeit with the help of a nanny, housekeeper and driver, luxuries she couldn't afford when she was starting out.

The Prince's Trust gave her a £5,000 loan to set up – and she now has the ear of Prince Charles, advising him personally as a board member of The Prince's Scottish Youth Business Trust.

The idea for her business stemmed from the realisation that there was a gap in the market for a comfortable cleavage-enhancing bra.

After three years of development, the Ultimo bra was invented, with its patented technology of liquid silicone gel, and launched in August 1999. Spice Girl Mel B is the latest face of Ultimo, replacing Girls
Aloud star Sarah Harding.

Michelle said: "Mel B is the biggest star Ultimo has ever signed, and I am so excited that this will take the brand on to another level.

"Not only is Mel B a worldwide star, but she is confident, sexy and outgoing – every attribute needed to become an Ultimo supermodel."

The latest collection is inspired by the glamour and vintage Art Deco charm of Miami Beach, with luxurious satin in juicy colours and embroidery.

Keeping things fresh is important, Michelle added, particularly in the current economic climate.

"You have just got to keep being innovative and keep bringing out new things and giving the customer what they want," she said.

"I read all the comments that come through. Lots of Ultimo customers want a maternity bra, so we are working on that now.

"If you don't listen to your customers, it will just go horribly wrong. We are always coming out with new inventions, such as the Ultimo D-G cup, so we do listen."

The people who try their best will get through the credit crunch, she said, adding: "If people lose their confidence and they doubt their products, then the customer will carry that through."

Michelle was impressed by the work going on in the borough to promote new businesses and support growing entrepreneurs.

"It really was a fantastic night, everyone made such an effort, from the food to the flowers," she said.

"The people were so upbeat and that is what you need to start it all off. If you have doom and gloom, that won't start it off at all."

MJM International, based in Michelle's home city of Glasgow, is also responsible for Ultimo Shapewear, Michelle for George at Asda, and Adore Moi.