Meet the Propellers: Celine Magill

Offering access to some of NI’s leading business minds along with essential financial support, the Invest NI Propel programme is designed to fast-track entrepreneurs with innovative ideas that have export potential.

Aiming to cultivate high-growth, export intensive businesses within 12 months, Propel provides candidates with an invaluable range of practical business support mechanisms required to develop an initial concept into a winning product with international appeal. The uniquely nurturing and progressive learning environment encompasses intensive business development techniques, mentor-led expert guidance, market entry advice and vital financial support. In the last three years the programme has helped over 30 new local companies to develop their products and business plans, enter new markets and gain over £3m investment. Between them, they are already employing over 50 people and have ambitious future growth plans.

Today we are profiling one of the 26 successful candidates currently progressing through the intensive second phase of the programme - Celine Magill.

Art and Fashion Collide in Innovative online Fashion Brand

With her background of 25 years in the fashion industry, Celine Magill is the force behind the vibrant online brand ‘Art on Fashion’, and is currently taking part in the Invest Northern Ireland Propel programme with the aim of growing her global online audience and strengthening the niche brand.

The basis for the label is luxurious women’s clothing printed with contemporary works of art by  internationally recognised artists targeted at the 30-46 year old female. Celine’s current collection, which consists of dresses and tops, features works from Jean-François Dupuis and Virginie Gallois - and adding to the brand’s kudos, Celine has managed to secure worldwide exclusivity of every print she uses.

“E-tail has always been an industry I was keen to explore, and I knew with these products I could create a cult brand with global appeal. It was a eureka moment when the name ‘Art on Fashion’ just popped into my head whilst out having lunch with friends. I immediately registered it as a domain name and was born.”

Despite only learning about Invest NI’s Propel programme on the last day for submissions, Celine managed to get her application in with just minutes to spare.

“It was worth it to be part of a driven group of likeminded people. The Propel programme has been amazing - I just love it. It’s gratifying to achieve various milestones in such a challenging programme, and the team are always on hand to help with any difficulties I may be having.”

The Propel programme has been instrumental in helping Celine create a viable business model. As a result, her fashion label is now in demand throughout Europe with strong online sales, and she is currently in talks to distribute to retailers in the USA and Canada.

“The workshops have been particularly vital to this process, as they provide the information and support I need to continue expanding the brand. In five years I see ‘Art on Fashion’ as a global hub for art influenced products and commerce – will be a destination lifestyle brand.”



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Wednesday, 17 July 2019
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