She opened her first property Odyssey Boutique in Edinburgh’s William Street in 2010, backed by a small bank loan, and was at that site until July. However, she has relocated to Constitution Street offering an appointment-only service in a welcoming environment - and pivoting away from a bricks-and-mortar retail outlet.
Connelly's move into the sector came about after she trained as an illustrator at art college, later moving into design agencies.
The move was prompted in part by her frustration with high-street underwear fittings. ("Shopping for lingerie used to fill me with doubt and finding anything to fit my ‘awkward’ frame or feel feminine seemed impossible...I know the last thing you want is to feel self-conscious in underwear that undermines your comfort or confidence.")
She found her calling, and works without the need for measuring tapes - and her clients, who extend across the UK and even overseas, visiting when in Edinburgh, "want something “to make them feel a particular way”.