ONE of the UK's top female entrepreneurs, Michelle Mone, of BBC TV's The Apprentice - You?re Fired, is setting up shop in Swansea.
Michelle, the founder and co-owner of MJM International, which she set up in 1996, is the creator of the gel-filled bra.
Her brand, Ultimo, is the UK's biggest designer lingerie brand.
Michelle, winner of a number of top awards, including World Young Business Achiever and Businesswoman of the Year, will be in Swansea for the launch of the store in Debenhams on Friday.
She said: "I hope the women of the area, and the men, really enjoy it. It has been such a success all over the country.
"This will be our 14th shop opening. I think this shop is not quite finished yet, but will be in time for the opening and will be all right on the night.
"I will be delighted to speak to women about their bodies and which bra they should be wearing."
The Ultimo range has been made famous by the likes of model Melinda Messenger and Mel B.
Miss Wales 2008, Chloe-Beth Morgan, will launch the Swansea shop, which will create three new jobs.
Michelle said: "I'm incredibly excited to be launching a further seven shop-in- shops.
"The new stores are testament to the success of the brand within Debenhams, which has far exceeded our expectations.
"It had always been a plan to roll out Ultimo shop-in-shops, but we had never anticipated it would happen so quickly, particularly in the current retail climate."
