Newspaper article The Journal (Newcastle, England)

Susan Hopes Her Clothing Aid Has What It Takes to Win

Newspaper article The Journal (Newcastle, England)

Susan Hopes Her Clothing Aid Has What It Takes to Win

Article excerpt

THE creator of a new clothing accessory hopes to be named the North East's most promising entrepreneur as she begins to take her invention on to the international stage.

Susan Laurie is in the process of choosing the international territories where SmoothGroove will be legally protected by patent.

The product, a curved polymer strip which helps ensure a smooth front profile for women wearing tight trousers, leggings and shorts, is already attracting customers from across Europe, Australia and the US.

SmoothGroove was designed in Sunderland and is made in North Shields, while branding, marketing and legal protection are being handled by companies in Newcastle.

Laurie, from Rowlands Gill, hopes its success will encourage people to vote for her in The Journal's If We Can You Can Challenge 2012, run by The Entrepreneurs' Forum.

She and fellow finalist Matthew Lawn, of Football Squirts, are going head to head in a public vote at, which closes on May 10.

Decided on a 50/50 split of judges' scores and online votes, The Journal's IWCYC winner will be named at an awards dinner following The Entrepreneurs' Forum annual business conference at the Hilton Hotel, Gateshead, on May 17.

The competition is designed to set potential stars on a shortcut to success by exposing them to professional expertise and a host of inspirational business leaders.

It is supported by Eversheds, PwC and Yorkshire Bank, who together with the Forum, are providing the prize, a bespoke package of support tailored to the winner's aims and ambitions and designed to help them accelerate their business.

Laurie said: "SmoothGroove does solve a taboo problem - the crudely termed 'camel toe' - but when I tell people about it they really warm to the product and say what a great idea it is.

"I get some really uplifting emails from people who say they no longer worry and, in some cases, how SmoothGroove has changed their lives. …

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