After being made redundant and having her second child, in October 1996 she decided, while wearing a very uncomfortable cleavage enhancing bra at a dinner dance, that she could create a better design.

[3] In September 2003, MJM launched their third design, The Ultimo Miracle Body, a backless and front-less bra.

In addition, MJM International supplied Debenhams, Selfridges, House of Fraser, Next, Grattan, Littlewoods, Figleaves, and ASOS.com, along with a number of independent lingerie stores.

[4] Ultimo has named numerous celebrities as the face and body of the brand, as well as other underwear ranges that fall under its banner.

Among them are models Kelly Brook and Helena Christensen,[5] actresses Gemma Atkinson (Ultimo D-G cup)[6] and Kara Tointon (Michelle for George), singers Mel B, Sarah Harding, and Samantha Mumba (Per Amore),[7] television presenters Jenni Falconer, Peaches Geldof, Melinda Messenger, and Melanie Sykes.

The decision, dubbed "Bra Wars" by the British press, was seen as a publicity stunt[14] which infuriated Stewart who described Mone as "manipulative",[15] yet two of his daughters – Kimberly and Ruby – have since modelled for Ultimo.