MICHELLE MONE today celebrates the 10th anniversary of the launch of her revolutionary Ultimo bra.

MICHELLE MONE today celebrates the 10th anniversary of the launch of her revolutionary Ultimo bra.

And the woman behind the East Kilbride firm did it in style by unveiling a revamped website - www.ultimo.co.uk - which allows women to e-mail the men in their lives with details of the lingerie they would like.

It was an uncomfortable bra worn at a dinner party that led Michelle, from Glasgow, to think of using liquid silicone gel technology for a new generation of bras designed to give women the look of a natural cleavage.

The Ultimo bra is a top seller and the mum-of-three said: "Ultimo has been leading the way in lingerie for 10 years and I'm incredibly excited to be celebrating our 10th birthday.

"Never did I anticipate Ultimo would grow to become one of the UK's biggest-selling lingerie brands, with eight worldwide inventions that have helped transform the lingerie industry.

"I'll never forget the reception we had 10 years ago when the product hit the shelves and when Julia Roberts wore our bra in Erin Brockovich to create her superb cleavage. Since then, there's been no looking back."

Michelle, 37, has also shown a real flair for marketing by signing up celebrities to promote the gel-filled bra. They read like a Who's Who of showbiz, including Penny Lancaster, Rachel Hunter, Sarah Harding and Mel B, the current "face and body" of Ultimo.

Other celebrities have been used to promote sister brands. Gemma Atkinson and Melinda Messenger have paraded the Ultimo D-G Cup, while Peaches Geldof models for Miss Ultimo, a lingerie brand for young women.

It took three years of research and development before Michelle had the courage to launch her new bra and she did it in style at Selfridges in London in front of camera crews from around the world.

The store had bought up six weeks of stock but every liquid gel bra was sold within 24 hours.

In 2007 Michelle launched her Ultimo "shop in shop" outlet in Debenhams in Glasgow and now has others across the UK.

Last September, Michelle and Mel B paraded the Ultimo collection together on the catwalk during New York Fashion Week.