In 2009 Michelle secured a multi-million pound deal to design and produce lingerie for Tesco. Launched in March 2009, Diamond Boutique is the UK’s only luxury supermarket lingerie brand and offers a range of elegant and luxurious underwear designs for less.

Priced from just £7, Diamond Boutique adds a touch of sparkle to the supermarket aisles thanks to its high-fashion designs, including a luxury silk bra for just £14 that would normally retail at £40. Designs for the range rotate every eight weeks, available in sizes 32A to 38D for bras and 8-18 for briefs.

Michelle Mone, creator of Diamond Boutique and co-founder of MJM International, said; “The deal to develop Diamond Boutique with Tesco is not only an enormous achievement for MJM International, but I think it’s a very exciting prospect for Tesco customers, who can now pick up top designer lingerie collections in their supermarket aisles. Each and every Diamond Boutique design is a ‘must have’ garment that focuses firmly on style, quality and fit.”

Terry Green, CEO of Tesco Clothing, said; “The collaboration with MJM International is a very exciting one and we believe that Diamond Boutique will prove popular with our customers. The new brand will offer everything a designer label does in terms of quality, design and fit, but at Tesco prices.”

Diamond Boutique is available from Tesco stores throughout the UK and Ireland. To view the latest collection, click here