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Evening Standard
Evening Standard
Lifestyle
Katie Strick

Michelle Mone: inside the extraordinary rise and catastrophic fall of the 'lying baroness'

There's a post on Michelle Mone's Instagram grid from November 2021, just a few days before she tied the knot with her billionaire second husband Doug Barrowman, which reads as strangely prophetic today. It's a picture of the Tory peer and former lingerie tycoon standing in a garden, her hair in a perfect signature blow-dry, buried amongst a well-manicured mosaic of herself smiling in glamorous locations around the world, from the south of France, the Maldives and St Barts to the snooker room in her plush £120m home set on 37 acres on the Isle of Man.

"Never get too big for your boots!" reads the caption, a couple of her go-to aspirational hashtags #staygrounded #neversettle thrown in, in reference to the rags-to-riches story she has proudly told throughout her career: of how that little girl who grew up in the poverty-stricken east end of Glasgow, with no hot running water and a "cupboard" for a bedroom, left school at 15 and went onto become one of the most successful businesswomen in the UK. She was made a Conservative peer by then-prime minister David Cameron in 2015 and was for many years billed as billed a "working-class heroine" for her sheer tenacity and drive. "You might be a big fish . . . but there will always be a bigger pond," the caption continues. "I constantly have a voice in the back of my head reminding me that I could lose it all tomorrow."

That voice is likely to be ringing in Mone's head today, as the Glasgow-born mother-of-three and multi-millionaire businesswoman, 52 — nicknamed Baroness Bra for her role as the boss of the now-folded celebrity lingerie brand Ultimo — faces fresh calls to be barred from the House of Lords over allegations of fraud and bribery, which she denies, in relation to her involvement with the government's lucrative PPE contract during the Covid pandemic.

Baroness Mone’s interview has reignited the row over PPE procurement (PA) (PA Archive)

"Why was she made a peer in the first place," was the question asked this week by former culture secretary Nadine Dorries, who quit as an MP in protect at her own failure to secure a peerage, as Labour leader Sir Keir Starmer and Tory minister Lord Callanan joined a growing number of high-profile figures calling on Mone to quit or be barred from the Lords. After years of being accused of lying and "shameful" lobbying tactics, could this week be Baroness Bra's final undoing?

It certainly looks increasingly likely, if latest reports are to be believed. The Baroness' involvement in the government's PPE contracts was first reported three years ago — a year before she married Barrowman and posted that now-prophetic Instagram — when The Guardian revealed that Barrowman's company, PPE Medpro, had received special access to the government's "VIP lane", which fast-tracked offers of PPE from companies introduced by individuals with connections to the government. (The company was later found to have been awarded more than £200 million in government contracts in June 2020).

Mone and Barrowman, 58, denied that they'd been involved in the fast-tracking at the time, saying “any suggestion of an association” between Mone and PPE Medpro would be “inaccurate”, “misleading” and “defamatory”. But reports later revealed that Mone had introduced the company to her fellow Tory peer and then-minister, Lord Agnew, as well as then-minister Michael Gove, via their private email addresses.

The National Crime Agency opened an investigation in May 2021, saying it was looking into "suspected criminal offences committed in the procurement of PPE contracts with PPE Medpro", and Mone took a leave of absence from the House of Lords in December 2022 "in order to clear her name of the allegations that have ben unjustly levelled against her", a spokesperson said at the time (she has been without the Tory whip ever since).

After three years of denials, Mone and her husband first acknowledged that they were involved with the company last month, and giving their first broadcast interviews about the scandal over the weekend. In what has been branded an "excruciating mess" of an interview with the BBC’s Laura Kuenssberg on Sunday and "the worst PR comeback since Prince Andrew", Mone admitted she had lied to the press when she denied any involvement in the company, but said she had done so to protect her family, which she now regrets, and that lying to the media was "not a crime".

The issue has escalated further in the days since, with Prime minister Rishi Sunak claiming his government was taking the issue "incredibly seriously" — to which Mone hit back, saying she was "honest" with the government over the contracts and that Sunak and his ministers "all knew" about her involvement in the company "from the very beginning".

(PA)

So who is telling the truth, exactly? What really did take place on back in 2020, when Mone claims she did nothing wrong? And what exactly is that rags-to-riches story she has for so long liked to pride herself on?

From a cupboard in her parents' bedroom to a very bitter divorce

For years, hers was the ultimate rags-to-riches success story: a young girl from a poverty-stricken area of north-west Scotland whose childhood home had no bath or shower and whose bedroom was a "cupboard" in her parents’ room, who went onto become a baroness and one of the UK's richest and most successful businesswomen.

Mone — or Baroness Mone of Mayfair, to use her full title — shares many of the details in her autobiography, My Fight to the Top, which was published in 2016 — four years after she was awarded an OBE for 'services to the lingerie industry' — and tells of growing up in near-poverty on the rough streets of the east end of Glasgow, one of the most deprived constituencies in the country. Nine out of ten people there are on welfare benefits and the average male life expectancy is five years less than the Scottish average, according to recent statistics. "I thought it was normal to go to the local swimming baths to get a wash two or three times a week," she once reflected.

The now-Baroness has spoken of how her younger brother, who had a condition called spina bifida, died at the age of eight when she was just 10 years old, and how she became Glasgow's best-selling Avon rep at the age of 13 after persuading her mother, Isobel Allan, a seamstress, to sign up to the door-to-door cosmetics company on her behalf.

Mone's father Duncan, an inkmaker who was suffering from cancer, lost the use of his legs when Mone was 15, the same year she decided to leave school with no qualifications to pursue a modelling career and reportedly look after her father. "I left school at 15 without a penny to my name... The only thing I owned was determination and a can-do attitude", she wrote on Instagram many years later.

At 17, she met her first husband Michael Mone. She was working in sales and marketing for the Canadian brewery firm Labatt's and part-time as a promotions girl for Radio Clyde at the time and together they went onto found her now-famous lingerie brand Ultimo in 1997, after she reportedly attended a dinner dance with Michael, wearing an uncomfortable cleavage-enhancing bra. She decided there must be a way to make such bras more comfortable, and Ultimo was born three years later, with Penny Lancaster — the then-girlfriend and now-wife of singer Rod Stewart — starring as one of the brand's first ever models.

(WENN)

Mone and her husband had their first daughter, Rebecca, when Mone was 18 and went onto have two further children, Declan and Bethany. By 2010, their company was valued at £50million, but the 19-year marriage ended two years later in 2012, when Michael reportedly walked out on the family on Christmas Day. “He had literally just taken two massive turkeys out of the oven and my parents were coming up the drive ready for Christmas dinner," Mone revealed years later, in 2016.

“It was only about 1pm when he announced he was off. The kids were in pieces. I was broken-hearted and spent the day crying. I’d been married 19 years, just turned 40. It was devastating. It was a horrible time but I got through it and I am grateful to Michael now."

Michael went onto marry and have another child with a woman called Samantha Bunn, a close family friend and senior Ultimo employee who he denies starting a relationship with while he was still with Mone. Mone later claimed in her book that she believed the pair had an affair behind her back.

It was reported that Mone gave her ex-husband £24 million as part of the divorce settlement (she has disputed this but refused to reveal the correct figure) and and she eventually bought him out of the Ultimo business. She later admitted to vandalising his Porsche, cutting up his clothes and putting laxatives in his coffee during the split, but went onto tell presenters on ITV's This Morning that she had been "bitter" about the alleged affair and regretted her actions.

Mone went onto date Barbados-based golfer Stefan Soroka following the divorce, after initially suffering a breakdown. She spoke of being "madly in love" with Soroka and wanting a child with him, but they parted ways in 2016 after reportedly struggling to make the long-distance relationship work. She was open with the press at the time, telling reporters she was on the hunt to find a new partner and hadn't ruled out having a fourth child if she met the right person.

Second time lucky with her Scottish 'soulmate'

Mone did meet the right person, in the end — even if she didn't have that fourth child. Less than a year later, in the summer of 2017, it was reported that she was dating Doug Barrowman, a twice-divorced Scottish father-of-four and fellow Glaswegian who'd grown up three miles away from Mone in north-west Scotland and made his fortune via a private equity business he headed up from the Isle of Man, where there is no corporation or capital gains tax.

The pair met at a business meeting at private members’ club, 5 Hertford Street in Piccadilly, sometime in 2016 and reportedly bonded over their similar rags-to-riches stories. "When they got talking they couldn’t believe how much they had in common," their publicist later said. "They knew all the same people and places from their past."Mone and Barrowman quickly embarked on a luxury, jet-set relationship, holidaying at their homes homes in France, Thailand, Wales and the Caribbean (Barrowman is reported to have six homes, 15 cars and a private jet) as well as on his £20 million, 183-ft superyacht complete with underwater scooters, handmade silk carpets and a "seven-star" service. She spoke openly about their various properties around the world, telling reporters about the "two superyachts" she and Barrowman owned and how her dream was to build a sailing boat and cruise around the world together.

"I don’t want to sound spoilt but this would be the way of really seeing the world together," she said at the time. "We plan to sell our villa in the south of France and probably one of the yachts.”

By the end of 2017 — the same year she sold her £13 million seven-bedroom villa overlooking France's Cote d’Azure — Mone and Barrowman had already set up their first company together, MMI Global Unlimited, which was registered in Mayfair. Barrowman's company Knox Ltd., which employs 5,000 people globally and has assets of more than £1 billion, had a 51 per cent stake, while Mone had 49 per cent.

Theirs was to be a whirlwind public romance. Mone announced their engagement in December 2018, sharing pictures of her eight carat diamond ring. "I said YES," she captioned a photo of the pair standing next to a Christmas tree at their £120 million mansion set on 37 acres on the Isle of Man and reportedly featuring a paved drive, an amphitheater and a Ferrari parked outside.After having to axe three planned weddings due to Covid, they finally married in November 2020 in a small, 30-person ceremony on the Isle of Man, streamed on Zoom. Mone wore a white Suzanne Neville wedding dress and chose her two daughters and friends including football WAG Teresa Lovenkrands and Irish Dragons’ Den star Chanelle McCoy as bridesmaids.

Mone documented much of the wedding on Instagram, from the virtual hen do her bridesmaids put on for her in May 2020 to luxury dress fittings at various boutiques. She and Barrowman have since gone on to mark their wedding anniversaries with equally glamorous celebrations, including a 32-course meal at a Michelin-starred restaurant in Wales and a luxury holiday to the Maldives.

A fight to the top as the First Lady of Lingerie

Mone's book 'My Fight to the Top' offers a glimpse into her self-described "fairytale" rise from the mean streets of Glasgow to Baroness Mone of Mayfair, as she is now officially known. She first came to public prominence in 1999 with the launch of the Ultimo bra, later claiming that the Hollywood actress Julia Roberts wore one of her bras in the 2000 film Erin Brockovich despite there being no evidence of that fact and staff working on the film denying it.

She went onto invest in a range of 'Trimsecrets' diet pills, after claiming they had helped her to lose six stone in weight in 2010. Customers were encouraged to pay £14.95 for a two-week supply of the capsules, made from ingredients including citrus compounds, sweeteners and guarana extract, with the accompanying diet plan restricting food intake to 1,500 calories for women and 2,000 for men, along with exercise. Mone was later criticised for endorsing the plan. “Selling quack weight-loss pills to vulnerable people, who actually need proper evidence-based help from medical services, is out of order,” Mike Lean, professor of nutrition at Glasgow University, said at the time.

Tory peer Michelle Mone said she regrets not admitting she was linked to PPE Medpro straight away (PA/Neo-space.com) (PA Media)

Mone's company MJM partnered the likes of Asda and Debenham's and ran modelling campaigns with A-listers including Kelly Brook and Mel B over the years until Mone resigned in 2015. It was wound up in 2021 with debts of over £300,000.

Her sidestep into politics began in 2007, when she threatened to leave Scotland if the SNP won the Holyrood election and went onto firmly support the No vote in the 2014 Independence referendum. Then-PM David Cameron went onto appoint her to an unpaid role as the Tory government's 'start-up tsar', attracting backlash from other entrepreneurs, and she received an OBE by the Queen in 2010 for her contribution to business. "I’ve always been Labour through and through. But I think the Conservatives did inherit a really bad business five years ago, and I think they’ve done a hell of a good job," she had said during the Tories' election campaign.

Cameron attracted further criticism a few years later, in 2015, when he awarded Mone a peerage after having reportedly been sent a gift of "clothing" by the lingerie tycoon the previous year. The item in question later turned out to be a Scottish woolly jumper, not underwear, as was initially claimed, but the correction did little to settle controversy around the appointment.

Mone, by then a former The Apprentice and Celebrity Masterchef contestant, was worth £20 million by this point, and had met everyone from then-Prince Charles to US President Bill Clinton. The peerage meant she would be able to claim up to £300 for every day that she attended the House of Lords.

Critics were quick to call the appointment "absurd" and "ridiculous", pointing out a tweet of Mone's from 2011 where she said she was "falling asleep" at the House of Lords. “Yes, Michelle Mone is a successful entrepreneur, but to become a national legislator overnight without the fuss of an election is obscene," MP Stewart McDonald, who represented Glasgow South for the Scottish National Party, said on Twitter at the time.

But Mone's supporters fought back, accusing critics of "inverse snobbery". “This is typical misogynistic and inverse snobbery from the intellectual left in this country," Conservative MSP Alex Johnstone said ahead of Mone's appointment. "It would be great news if Michelle Mone was appointed to the Lords as she is someone from a working-class background who has achieved a huge amount in by creating jobs.”

Keeping up with the Mone-Barrowman's

"Find what makes you tick and make it your job. "If you want it, go get it, you’re the only one that can make it happen". "It doesn’t come easy unless you work hard for it... but when you do — it makes it all worth it".

These are just some of the captions Mone has posted on her Instagram page over the years, a carefully-chosen mosaic of the mother-of-four posing in her plush Isle of Man home and glamorous locations around the world. #Findingyourpassion #ambition and #workhard are among her most common hashtags.

The lingerie tycoon has long claimed she is thick-skinned and doesn't care what others think of her, but she clearly makes a great effort to curate a very specific social media persona. The majority of photos are of Mone herself, hand on hip or sitting businesslike in various parts of the home, each with an aspirational, motivational caption sometimes aimed at starting a conversation ("Tag someone who has helped you when you were down x" or "What dreams are you trying to make a reality?").

Her husband, daughters and dogs Rory, Rusty and Rocket, who Mone adopted in lockdown, make the occasional appearance — as does her mum Isobel, now 73, who has been seen joining Mone on yachting holidays since battling breast cancer a couple of years ago.

"My brilliant mum was diagnosed with breast cancer last year and if it wasn’t for the dedicated and hardworking team The Royal Marsden she wouldn’t be here today," Mone wrote on Instagram in 2021 as her mum was recovering after having one breast removed and reconstructive surgery. "Thank you to all of those who give their time, so we can spend more time celebrating life with the ones we love most."

Mone credits her mother for teaching her to be humble. "Mum taught me to treat everyone the same, whether you’ve got a million quid in your pocket or a pound, whether you’re the Queen or the binman. I’ve instilled that in my kids, too," she once said.

Travel snaps and wedding throwbacks are other common themes on Mone's social media, as is the odd feelgood fitness shot in a nod to the active lifestyle she now apparently maintains after her dramatic weight loss in 2010 (she reportedly dropped from a size 20 to a 10).

"Those who know me, know I like to be as busy as I can!" she writes alongside one such snap, a picture of her running along a track with a race number pinned to her t-shirt. "Let me tell you why: it’s hard to stay motivated when you have little going on in your day-to-day. I’ve always found the less you do, the less you want to do.

"Whenever I find myself with too much time, I always try to get creative and add a task in my day or week to make sure I’m looking forward to something. Rather than coasting through the day, I can look forward to my 2-hour window of productivity and then enjoy the rest of the time off. Even the smallest tasks can make a day feel of so much more value. What task have you set yourself today?"

'Mini Mones', a £3m tan business and a TV show that changed one daughter's life

It was 2014 when Mone reportedly handed her self-tanning brand Utan, which was part of Ultimo, to her daughter Rebecca, then 26 and reportedly initially reluctant to follow in her mother's footsteps. Rebecca had already modelled for her mother's lingerie business by this point, making her debut in a series of new DD-G cup styles designed for fuller busted women. The Utan brand was just a name back then, but Rebecca quickly went onto build it into a successful business, identifying a gap in the market for a product that could be misted on top of make-up without needing to wash your hands and developing a series of tanning gummies that are chewed and tan you "from the inside out".

The gummies went onto viral success and Rebecca went on to win three awards in six months for the brand, which counted celebrities such as Made in Chelsea star Louise Thompson as fans. By 2019, she was on track to turn over £3 million from the business by the end of the year, just five years after being handed it.

"I saw the struggles and strain first hand and didn't want to end up doing what they did - yet here I am," she told the Daily Mail at the time. "I won an award in High School for getting the top mark in Scotland for Business higher exam, and it was clear from then I had a natural "flair. After school, I did the furthest thing from business I could find, before I finally gave in to my calling. 

"I had always done bits for my parents' business and, though I showed potential, I hated the bureaucracy of being told what to do — so I guess the signs were there that I would end up working for myself."

By 2021, Rebecca, then 29, had spent £1.64 million on two homes in the Glasgow area, according to reports in the Scottish Sun. Meanwhile her brother Declan, then 25, reportedly shelled out £750,000 on a flat in the city in August 2020. According to his LinkedIn, he was educated at the prestigious Scottish boarding school Gordonstoun and now works as a senior account executive at Aston Currency Management in Mayfair.

Mone's youngest daughter Bethany — then a former marketing assistant, Instagram vlogger and aspiring model living with her father in Glasgow — bought an £825,000 pad in the same city in October 2020, months after turning 21, but she is understood to have gone on to sell it for more than £900,000. Could her TV appearance the previous year have had something to do with that decision?

2019 saw Bethany — who has been called her mother's lookalike — star in the Channel 4 reality show Born Famous, which billed itself as an experiment on social mobility and saw the teenage children of some of the UK's most successful self-made celebrities thrown into the life they could have lived if their parents hadn't become successful.

Gordon Ramsay's son Jack and Mel B's daughter Phoenix Chi were among the other contestants in the show, which saw Bethany travel to Bridgeton in the east end of Glasgow, where her mother grew up. She was an Instagram vlogger sharing her lavish lifestyle with her 27,000 followers at the time, having been educated at Glasgow's £11,000-a-year St Aloysius' College and previously saying she would "live in hotel dressing gowns if [she] had the choice" and once ordered a pair of £770 Saint Laurent heels because "shoes are [her] best friend".

The show, naturally, was quite the awakening for Bethany, seeing her staying with Jack, a 19-year-old unemployed trainee joiner, his disabled mother Violet and carer father Andy. "Who cares if you have all the money. What's the point? What's the good of it?," Bethany told cameras at the time, saying she finally understood why her mother had worked so hard to give her family a different life.

She called it "mind-blowing" and the "most life-changing experience" she'd ever had, adding: "I think this has given me a bit more motivation to go on and make this by myself."

Mone also starred on the show, saying she'd been "dreaming of this day for a really long time" after feeling there had been a "real disconnect" between her and Bethany for "quite a long time". "You have been angry for quite a number of years, and I couldn’t understand it," she was seen telling her daughter. "I do everything for you, absolutely everything."

Racism allegations, a 'tax swindle' and a very public falling out with Carol Vorderman

Mone was billed an inspiration and a "working-class heroine" when she was first appointed to the House of Lords, which has only served to make her so-called fall from grace all the more shocking.

Indeed, this month's latest PPE scandal is by far from her first public controversy. In 2016, the lingerie businesswoman was criticised for admitting to her "most embarrassing moment" being a time she picked up what she thought was a "six-year-old" Vietnamese child to pose for a photo but in fact turned out to be a fully-grown 46-year-old married man.

Two years later, in 2018, she and Barrowman launched a cryptocurrency in a bid to raise $80 million, Mone describing herself as "one of the biggest experts in cryptocurrency and blockchain". By August of that year, the project had "flopped" and all investors had been refunded, according to The Sunday Times.

Four years later, in August 2022, she paid out more than £50,000 to settle a lawsuit over racism claims after allegations that she called a man of Indian heritage a "waste of a white man's skin" during a dispute following a fatal yacht collision in 2019. The man, Richard Lynton-Jones, whose mother is said to be of Indian heritage, complained to the police that Mone had sent the allegedly racist message during a WhatsApp exchange, claiming that he found it grossly offensive and felt harassed, alarmed and distressed by it.

Mone is also alleged to have described Lynton-Jones' partner as a "mental loony" and a "nut case bird", which he claimed had traumatised his partner. Mone repeatedly denied that she is racist, her lawyers claiming that she believed Lynton-Jones to be "100 per cent white and British". Mone's husband has also made recent headlines after reportedly taking part in a £5.5 million "corporate tax swindle" in Spain, according to prosecutors earlier this year. In January, Barrowman was named among seven British businessmen facing trial in Spain for tax evasion and misappropriation in relation to a disputed invoice. He and his co-defenders pleaded innocent and deny the allegations. The verdict is unknown.

But the couple's most public controversy has been the very scandal that has bubbled up again this week: their supposed involvement in the government's lucrative PPE contract during the Covid pandemic, which has seen even friends of theirs turn against them. Former Countdown star Carol Vorderman — previously a close friend of Mone's after they bonded while both staying at The Dorchester hotel on Park Lane — has spent this week tweeting about her "fibbing" former friend and said in January that Mone should be "slammed in jail where she belongs" over the scandal, adding that she dropped the underwear boss "like a stone as soon as [she] realised what kind of person she was". "I cannot talk about useless PPE without also talking about Michelle Mone who was brought into the House of Lords, as a baroness, by David Cameron," Vorderman told ITV's This Morning at the start of this year.

"We know she has taken leave of absence without losing the Tory whip to start with because she was actively involved, as it goes, with a company called PPE Medpro... Sue me, Michelle."

A car-crash TV interview — could this be Mone's final undoing?

“We’re sick and tired of reading all the lies every single day in the media". “I made an error in what I said to the press.” "Lying to the media is not a crime"These are just some of the claims made by Mone and her husband in 'The Interview: Baroness Mone and the PPE Scandal', a 70-minute documentary released on YouTube over the weekend and funded by the Mones themselves. The film sees the couple dispute that they did anything wrong, Mone saying she's had sleeplessnights and panic attacks since the scandal, and has naturally come under strong criticism for the couple's alleged editorial influence. Indeed not only did their company pay for the film, but its producer Mark Williams-Thomas — a former police officer and award-winning journalist — has since been uncovered as the same man who was hired as a private investigator for the couple in recent years. The documentary was the beginning of a media rollout that Mone has called "our fightback". Next came a BBC interview in which she admitted lying repeatedly to the public over her involvement in the PPE scandal as Williams-Thomas sat behind her.

How much of a "fightback" interview it actually turned out to be depends who you ask. While Mone has insisted that lying to the media was "not a crime" and that government ministers including Michael Gove knew about her involvement with the company "from the very beginning", critics have called the two interviews a "car-crash" and "the worst PR comeback since Prince Andrew", with calls for Mone to be dismissed from the Lords and even jailed.

Last night, Joanathan Coad, a lawyer who represented Mone, offered an "unqualified apology" for incorrectly claiming she was not connected to PPE Medpro, while Gove was forced to come out and confirm that he has co-operated with the National Crime Agency's investigation.

“There is a National Crime Agency inquiry going on. I’ve co-operated with that inquiry because I want to ensure that it reaches its conclusion quickly, that justice can be served," he said on Tuesday. “I hope that inquiry results in a case being brought as quickly as possible.”

Mone, meanwhile, seems unrelenting. She has continued to issue a slurry of tweets in recent days, accusing Hove of a "vast waste in PPE" during the pandemic and accusing the Cabinet Office of using her and her husband "to hide their own shocking failures on PPE".

How this particular story will end will no doubt be seen over the coming days and weeks. But it does seem ironic, in many ways, that the woman who prided herself on not caring what others think of her suddenly seems to care very much what the public thinks of her now.

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