0:00:08 > 0:00:11Since Irish dancing migrated to all corners of the globe,
0:00:11 > 0:00:14it has embraced many other traditions and styles
0:00:14 > 0:00:17and turned into an international business.
0:00:19 > 0:00:21It's an art form...
0:00:21 > 0:00:23a sport...
0:00:23 > 0:00:26and an entertainment.
0:00:26 > 0:00:29But despite the amateur status of the competitions,
0:00:29 > 0:00:34the world of Irish dance dress design is nothing but professional.
0:00:34 > 0:00:36And there's a newcomer taking the stage.
0:00:39 > 0:00:41Thelma Madine, celebrity wedding dressmaker
0:00:41 > 0:00:43to the travelling community,
0:00:43 > 0:00:48believes her sewing and marketing skills are transferable.
0:00:48 > 0:00:52I think Irish dancing, to me, it's always been a fascination with me,
0:00:52 > 0:00:55ever since I seen it on the Eurovision.
0:00:57 > 0:01:01I just thought it was an absolutely amazing world, and I thought,
0:01:01 > 0:01:03"I want to be part of this."
0:01:03 > 0:01:06Because it's everything I love about what we do.
0:01:06 > 0:01:08I don't understate anything.
0:01:08 > 0:01:10It's like, if we do a dress for a traveller -
0:01:10 > 0:01:14"Do you like that dress? Yeah? Well, double it. Put more on."
0:01:14 > 0:01:18World-renowned teacher and designer Gavin Doherty has trained
0:01:18 > 0:01:20and dressed many world champions.
0:01:20 > 0:01:23He has concerns.
0:01:23 > 0:01:24People coming into this world,
0:01:24 > 0:01:26they see a kid in a wig and they
0:01:26 > 0:01:28focus on that. They don't focus on,
0:01:28 > 0:01:30you know, the talent and the work.
0:01:30 > 0:01:33You know, these kids are athletes. And the kids at this competition,
0:01:33 > 0:01:35they are the top athletes in the world.
0:01:35 > 0:01:38Because Thelma was on TV, she might fight it difficult,
0:01:38 > 0:01:41because a lot of people will be resistant towards
0:01:41 > 0:01:44portraying Irish dancing in that way.
0:01:46 > 0:01:48I'm here to please the customer.
0:01:48 > 0:01:50And if they ask me to do something,
0:01:50 > 0:01:52then it's never going to be off-limits.
0:01:52 > 0:01:55No matter what they ask me to do, I will do.
0:01:55 > 0:01:57- I'm going to ask the inevitable one.- Go on.
0:01:57 > 0:01:59Are you planning on putting the fairy lights on any of them?
0:01:59 > 0:02:01Possibly.
0:02:01 > 0:02:05I'm here to break the rules, really. And let's see how far I can get.
0:02:11 > 0:02:14Thelma's first-ever Irish dancing dress customer
0:02:14 > 0:02:19was Essex-born Erin Cooke, who was one of a trio of sisters.
0:02:19 > 0:02:27In my family, there's me, Gaby, Megan and my mum.
0:02:27 > 0:02:32Gaby used to dance, but she quit.
0:02:32 > 0:02:38And Megan is, I think, still dancing.
0:02:39 > 0:02:42Erin is the most successful dancer in the family.
0:02:42 > 0:02:45A fact that isn't always celebrated by her sisters.
0:02:47 > 0:02:50This room was our playroom.
0:02:50 > 0:02:53The dogs stay in here now, but my trophies have to be in here
0:02:53 > 0:02:56because Gaby thinks they look tacky in our room, so she won't let me
0:02:56 > 0:03:02keep anything, except for my world medal and globe next to my bed.
0:03:04 > 0:03:07Erin was attracted to Thelma's blinged-up dress designs
0:03:07 > 0:03:09after seeing her on TV.
0:03:09 > 0:03:12We always watch My Big Fat Gypsy Weddings.
0:03:12 > 0:03:14So, one night we were watching it
0:03:14 > 0:03:18and I just thought they were really nice and sparkly.
0:03:18 > 0:03:21So I told my mum, "I want her to make me a dance dress,"
0:03:21 > 0:03:24and she said, "Well, go on, then, e-mail her."
0:03:26 > 0:03:29To everyone's surprise, Thelma agreed to make her first-ever
0:03:29 > 0:03:32Irish dance dress for Erin.
0:03:32 > 0:03:35Obviously we have a huge amount of very,
0:03:35 > 0:03:39very successful Irish dressmakers, and that's who everyone sticks to.
0:03:39 > 0:03:42So for her to completely go off the tangent
0:03:42 > 0:03:46and have a dress made by Thelma Madine is so, so different.
0:03:46 > 0:03:48And there are obviously girls thinking,
0:03:48 > 0:03:50"Oh, why would you have a dress made by her?
0:03:50 > 0:03:53"I had mine made by X, Y or Z."
0:03:53 > 0:03:54But I'm sure there's probably
0:03:54 > 0:03:57a little bit of the green eyed monster in some of them.
0:03:58 > 0:04:02Erin has outgrown her old dress, and Thelma has been working
0:04:02 > 0:04:07on a brand-new design, but she's kept all of the details a secret.
0:04:07 > 0:04:08Until now.
0:04:08 > 0:04:13Today she's unveiling the dress at the World Championships.
0:04:13 > 0:04:15They've basically left this to us,
0:04:15 > 0:04:18and we've just put our own... our own stamp on it, really,
0:04:18 > 0:04:20and it's what....
0:04:20 > 0:04:22We're trying to, not break the rules,
0:04:22 > 0:04:24but push the rules a little bit.
0:04:35 > 0:04:39I love it. Honestly, I love the all-white idea.
0:04:39 > 0:04:42I don't want to say beautiful, but extravagant. It stands out.
0:04:42 > 0:04:44It is beautiful. You can say beautiful.
0:04:44 > 0:04:47And I like that it's not a plain dress, it's different.
0:04:47 > 0:04:48- Bling.- Bling.
0:04:48 > 0:04:51It's bling, it's sparkle.
0:04:51 > 0:04:53It's exactly what dancers are looking for.
0:04:53 > 0:04:56And you know, the reds and the golds and everything.
0:04:56 > 0:04:59That is perfect and exquisite.
0:05:01 > 0:05:04But the dress is not to everyone's liking.
0:05:04 > 0:05:07Renowned Irish dancing teacher Mrs O'Shea is a traditionalist,
0:05:07 > 0:05:10and not afraid to share her thoughts.
0:05:10 > 0:05:15You know, in my book, it doesn't have taste.
0:05:15 > 0:05:18I'd like to see something that is definitely more
0:05:18 > 0:05:21- representative of our culture, our dancing.- Of the culture, yeah.
0:05:21 > 0:05:24- And incorporates that. - Yeah, definitely.
0:05:24 > 0:05:26I mean, you tell me where we can move forward
0:05:26 > 0:05:30but still keep what you're talking about. You know, to keep that in.
0:05:30 > 0:05:33- The colour is very important. - So, what colour are you saying?
0:05:33 > 0:05:36- I mean, I'm open to this. - There are beautiful colours.
0:05:36 > 0:05:39- Greens, oranges, blues, whites, pinks, the lot.- Right.
0:05:39 > 0:05:43- But, you know, I think it has to be classy.- Right.
0:05:43 > 0:05:47I love the idea that there's snobby people who don't really want
0:05:47 > 0:05:52the association with Irish dance and gypsies and weddings
0:05:52 > 0:05:55and things like that, because it just makes it all
0:05:55 > 0:05:58the more of a challenge to make sure that it is a success.
0:06:00 > 0:06:03But as Erin tries on her new dress,
0:06:03 > 0:06:07it seems that Mrs O'Shea isn't the only one with misgivings.
0:06:07 > 0:06:09I don't like the shoulders.
0:06:09 > 0:06:11I'm a little apprehensive. I think it's a little bit...
0:06:11 > 0:06:14- The shape is off and I think there's too much.- Too much, and the shape?
0:06:14 > 0:06:17Yeah, and I'm not sure about you dancing in it.
0:06:17 > 0:06:20I'm just concerned about seeing her move on stage.
0:06:20 > 0:06:23Whether all the extra bits is going to make it look like
0:06:23 > 0:06:25she's got an arm fault or a body fault.
0:06:25 > 0:06:29The dress is deemed unfit for purpose,
0:06:29 > 0:06:31and it's back to the drawing board for Thelma.
0:06:31 > 0:06:34- I wouldn't like a crowd staring at me now.- No.
0:06:38 > 0:06:41Established Irish dance dress designers are exhibiting
0:06:41 > 0:06:43at the World Championships,
0:06:43 > 0:06:46but Thelma is less than impressed by some of the sewing.
0:06:47 > 0:06:49Would we get away with that?
0:06:49 > 0:06:51Maybe you can get away with that more
0:06:51 > 0:06:54because a child is less three-dimensional.
0:07:00 > 0:07:02As the day draws to a close,
0:07:02 > 0:07:05Thelma and Paula discuss their findings over a glass of wine.
0:07:05 > 0:07:09Don't you think, because it is, like, a traditional thing,
0:07:09 > 0:07:11the views are almost traditional?
0:07:11 > 0:07:14And so, OK, so you want to do a shoulder and a big, mad skirt,
0:07:14 > 0:07:18and dripping in diamonds, which is brilliant,
0:07:18 > 0:07:20but maybe it's too much too soon for them?
0:07:20 > 0:07:22Do you know what?
0:07:22 > 0:07:25If we don't do it, that Gavin... Doherty, whatever...
0:07:25 > 0:07:26What's his name?
0:07:26 > 0:07:28He'll do it. Do you know what I mean?
0:07:28 > 0:07:31He'll do something like that, and I want to be the first to do it.
0:07:31 > 0:07:34He's got the monopoly, Thelma. So, you know...
0:07:34 > 0:07:36Not for long.
0:07:37 > 0:07:40Back in Liverpool, Thelma understands that
0:07:40 > 0:07:44staying in the spotlight is key to the success of her business.
0:07:44 > 0:07:47She's starring in the local panto -
0:07:47 > 0:07:52combining her passion for the theatrical with outrageous costumes.
0:07:57 > 0:08:00- Hello, boys and girls. - AUDIENCE: Hello.
0:08:00 > 0:08:02Oh, you can do better than that.
0:08:02 > 0:08:05- Hello, boys and girls. - AUDIENCE: Hello!
0:08:05 > 0:08:07That's better.
0:08:07 > 0:08:09Now, my name is Fairy Moonbeam...
0:08:09 > 0:08:12'This is the first year that I've ever been asked
0:08:12 > 0:08:15'to do anything that is totally out of my comfort zone,
0:08:15 > 0:08:16'which is a pantomime.'
0:08:17 > 0:08:19Usually you just come on and do your bit,
0:08:19 > 0:08:23but with me they wanted me to wear a big dress
0:08:23 > 0:08:27and then each scene it gets bigger and bigger and bigger.
0:08:27 > 0:08:31And my hips are bruised all over.
0:08:31 > 0:08:33They get that big in the end
0:08:33 > 0:08:36that it's basically impossible to walk or anything.
0:08:36 > 0:08:38The audience just love it.
0:08:38 > 0:08:40You know, when you come in with a new dress on,
0:08:40 > 0:08:43you hear all the little girls going, "Oh!"
0:08:46 > 0:08:49Fairy Moonbeam, it's a pleasure to meet you.
0:08:49 > 0:08:52Oh, Father, can we invite Fairy Moonbeam to the wedding too?
0:08:52 > 0:08:55Of course we can.
0:08:55 > 0:08:58I just have to give you my card.
0:08:58 > 0:09:00At first I said I'd never do this again,
0:09:00 > 0:09:04but we've only got six shows to go now, and I think I'd really miss it.
0:09:08 > 0:09:12Meanwhile, Erin, her mum, and the teacher Mandy are making
0:09:12 > 0:09:15the ten hour round trip to Thelma's factory to discuss ideas for
0:09:15 > 0:09:21a new dress for the 2015 World Championships in Montreal.
0:09:21 > 0:09:24OK, we're really, really nearly there. We've got the flag now.
0:09:24 > 0:09:26Another five minutes, I reckon.
0:09:26 > 0:09:30- You excited?- I don't know.
0:09:30 > 0:09:33I'm, like, excited and nervous.
0:09:33 > 0:09:35I have every faith in her.
0:09:35 > 0:09:39She's...improving with each dress we've had.
0:09:39 > 0:09:42This will be it. This will be the ultimate dress.
0:09:48 > 0:09:52- This is the first time you've been here, Mandy, isn't it?- It is, yes.
0:09:52 > 0:09:55So I'm glad you've come because I don't want
0:09:55 > 0:09:58none of the mistakes what happened last time because, obviously,
0:09:58 > 0:10:02it's cost-effective for us as well, if we're taking things apart...
0:10:02 > 0:10:04- It's the communication.- Definitely.
0:10:04 > 0:10:07And by e-mail it's too hard to do.
0:10:07 > 0:10:11So it's good that we've got you here, and what you want,
0:10:11 > 0:10:15and obviously Mandy has a big input into what you should have.
0:10:15 > 0:10:16Well, we were thinking of maybe
0:10:16 > 0:10:19going away from the lighter colours this time.
0:10:19 > 0:10:20Maybe going something warmer
0:10:20 > 0:10:23and then putting the sparkle and bright onto it.
0:10:23 > 0:10:27So, like a warmer bubblegum pink, or something.
0:10:27 > 0:10:29Purple and pink together looks quite good.
0:10:29 > 0:10:32- You could do orange. - Yeah, you could do.
0:10:32 > 0:10:33I had orange on that one.
0:10:33 > 0:10:37- Really orange, or something...? - No, bright.- Bright orange.
0:10:37 > 0:10:40- So do you think a lace over this? - I think...
0:10:40 > 0:10:42I think I'd like something really different this time.
0:10:42 > 0:10:44- We've done lace.- Yeah.
0:10:44 > 0:10:47What if we had solid blocks of diamonds and have the rest,
0:10:47 > 0:10:48you know, in orange?
0:10:48 > 0:10:51To be honest, I love the bling.
0:10:51 > 0:10:54OK, let's go for it then. So...
0:10:54 > 0:10:58Getting a new dress is just the biggest stress to me.
0:10:58 > 0:11:01So today I'm very happy that we've spoken about
0:11:01 > 0:11:05the design and the fit, but it's still very stressful.
0:11:05 > 0:11:08I'm excited because I, personally, believe Thelma's dresses
0:11:08 > 0:11:11are improving and I think she will go from strength to strength,
0:11:11 > 0:11:15but she's got to get it right, and that's what it boils down to.
0:11:15 > 0:11:16She's got to get it right.
0:11:16 > 0:11:19It's got to be an Irish dance dress, it hasn't got to be a pretty dress.
0:11:19 > 0:11:23And if she gets it right, then she's got a huge market.
0:11:35 > 0:11:39Thelma has plans to extend her empire,
0:11:39 > 0:11:42and arrives in Athlone to stock her Irish dancing costumes
0:11:42 > 0:11:45in local dress emporium Sindy's Bling,
0:11:45 > 0:11:48where she's greeted by owner Sandrina.
0:11:48 > 0:11:50Hello! Give us a hand, girls.
0:11:50 > 0:11:52This is...
0:11:52 > 0:11:55Oh, my God. How are you?
0:11:55 > 0:11:57Good to see you again.
0:11:57 > 0:12:01Right, I've got all the headdresses and everything there as well.
0:12:01 > 0:12:03- Oh, wow.- Nice, isn't it?
0:12:03 > 0:12:04Very nice.
0:12:06 > 0:12:09Wow. Some detail in that.
0:12:09 > 0:12:10Isn't there just?
0:12:10 > 0:12:14You can have her as blinged-up as that, which is, like, on the front.
0:12:14 > 0:12:16Or you can go a little less bling,
0:12:16 > 0:12:19if you want to, and have it like that.
0:12:19 > 0:12:22There's a price for everyone. That's what we're trying to say.
0:12:24 > 0:12:28And it's not long before the women welcome their first local customers.
0:12:31 > 0:12:35- Hiya, Valerie.- Hi.- Hiya, Mary. - Hello. Hello, ladies.
0:12:35 > 0:12:37What do you like?
0:12:37 > 0:12:40I like the pink one. Can I try it on?
0:12:40 > 0:12:42THEY LAUGH
0:12:42 > 0:12:44Do you want to try it on, do you?
0:12:44 > 0:12:47I'm sure we can do that for you.
0:12:47 > 0:12:51The two girls are looking for a new costume for Irish dancing,
0:12:51 > 0:12:54and Sandrina had been telling me that Thelma was coming over,
0:12:54 > 0:12:57so no better woman to bling-up the costumes than....
0:12:57 > 0:13:00- And it's a good opportunity to get to talk to her.- Yeah, exactly.
0:13:00 > 0:13:03A brilliant opportunity.
0:13:04 > 0:13:06Are you ready for this?
0:13:06 > 0:13:08- You ready to see her?- Yeah.
0:13:08 > 0:13:11- Right, cover your eyes. - Here we go.- The big reveal.
0:13:11 > 0:13:13Close your eyes.
0:13:13 > 0:13:15Can we look?
0:13:15 > 0:13:16Wow!
0:13:16 > 0:13:19Do a turn. Spin around for me. Let me...
0:13:19 > 0:13:22Oh, my goodness. Amazing. That is gorgeous.
0:13:22 > 0:13:24It's a little bit big for her.
0:13:24 > 0:13:27- Yes, but it's beautiful. - Yeah. It's gorgeous.
0:13:27 > 0:13:31I think it's nice because there's loads of diamonds on it
0:13:31 > 0:13:36and because it's pink, and people might be like,
0:13:36 > 0:13:39"Oh, my God. That's a Thelma Madine dress."
0:13:39 > 0:13:42- Will you be able to dance in it? - Yeah.
0:13:42 > 0:13:45- You going to show us? - You going to show us how you dance?
0:13:49 > 0:13:51And that's why she's eighth in the world.
0:13:51 > 0:13:54- Seventh.- Seventh. Oh, sorry, sorry.
0:13:56 > 0:13:58I think definitely it is the next thing that every
0:13:58 > 0:14:03Irish dancing school is going to want to have a Thelma dress.
0:14:03 > 0:14:05There's no two ways about it.
0:14:06 > 0:14:09But Thelma's busy schedule has taken its toll
0:14:09 > 0:14:11on her first Irish dance dress clients.
0:14:13 > 0:14:16It's now only weeks away from the 2015 World Championships,
0:14:16 > 0:14:21and finally Erin has received a template of her new dress.
0:14:21 > 0:14:22Minus the embellishments.
0:14:22 > 0:14:24We've brought the dress in today
0:14:24 > 0:14:26so that Mandy can have a quick look at it.
0:14:26 > 0:14:28Obviously we've tried it on Erin and there are things that
0:14:28 > 0:14:31we know are very obviously wrong.
0:14:31 > 0:14:35She'll dance in it today and show Mandy how the skirt goes,
0:14:35 > 0:14:37how wrong the skirt is.
0:14:37 > 0:14:40Thelma doesn't have an Irish dance background.
0:14:40 > 0:14:42And Thelma's ideas are beautiful,
0:14:42 > 0:14:47but they don't necessarily work for an Irish dance dress and...
0:14:47 > 0:14:51- certainly that would be the case with this skirt.- Yeah.
0:14:56 > 0:14:57And as Erin attempts to dance,
0:14:57 > 0:15:01it soon becomes apparent just how distracting the skirt is.
0:15:03 > 0:15:06Erin has worked so hard this year,
0:15:06 > 0:15:09she practically is at class five or six times a week.
0:15:09 > 0:15:12Unfortunately, that age group is one of the hardest in the whole
0:15:12 > 0:15:15of the World Championships and that is my concern.
0:15:15 > 0:15:16She needs to have the right look
0:15:16 > 0:15:20so it's just all about her dancing and her performance.
0:15:20 > 0:15:24It feels really awkward, because this,
0:15:24 > 0:15:28because it's too high it feels like I need to keep pulling it down,
0:15:28 > 0:15:31but because there's too much of this, when I kick it's like...
0:15:31 > 0:15:34- stopping me kicking.- OK, so it's interfering with your dancing?- Yeah.
0:15:34 > 0:15:36I love the colour on you, it's beautiful.
0:15:36 > 0:15:38We've just got to sort the skirt out,
0:15:38 > 0:15:41and let's hope that she comes up with the goods.
0:15:41 > 0:15:43As always, Thelma's tops are beautiful,
0:15:43 > 0:15:46but the skirts are still not right, in my opinion.
0:15:46 > 0:15:49I still think she needs to work on that,
0:15:49 > 0:15:53but we are running out of time, which is a problem for Erin.
0:15:59 > 0:16:03Two weeks have passed and it's time for the World Championships.
0:16:03 > 0:16:05Thelma arrives with her daughter, Katrina
0:16:05 > 0:16:10and husband, Dave, to set up her first-ever Irish dancing dress stand,
0:16:10 > 0:16:13but is met with a frosty reception.
0:16:13 > 0:16:17When I arrived in Montreal, it was absolutely freezing outside,
0:16:17 > 0:16:21but I can swear, when we went in that hall, it was below freezing.
0:16:21 > 0:16:25I mean, the icy stares I was getting was unbelievable.
0:16:28 > 0:16:33Undeterred, Thelma is determined to upstage the competition.
0:16:33 > 0:16:34That's it.
0:16:34 > 0:16:37I was going to try and make it like a boudoir-type scene.
0:16:37 > 0:16:40You know, with the shades and... You know, just to make it look
0:16:40 > 0:16:42a little bit more inviting for people to come on.
0:16:42 > 0:16:43But it's not long before
0:16:43 > 0:16:47her neighbouring stallholders start to get worried.
0:16:47 > 0:16:50I just want to make sure you're not putting a wall here.
0:16:50 > 0:16:53- No.- Thank you. Thank you very much. Appreciate it.
0:16:53 > 0:16:56Looks like we're not putting a wall up there now.
0:17:07 > 0:17:13Thelma soon discovers that archrival Gavin Doherty's stand is nearby.
0:17:13 > 0:17:19Don't be looking in from there. Oh, God. You know what?
0:17:19 > 0:17:22I know, I'll look through the curtains and see.
0:17:22 > 0:17:24No, I can see the stand.
0:17:24 > 0:17:26I mean, bloody hell.
0:17:26 > 0:17:29I love me, who do I love? Look at the stand.
0:17:30 > 0:17:34If he was chocolate, he'd eat himself.
0:17:34 > 0:17:36Having never met Gavin before,
0:17:36 > 0:17:38Thelma is quick to introduce herself.
0:17:38 > 0:17:40- Hiya.- How's things?
0:17:40 > 0:17:42- Pleased to meet you.- You too. How's it going?
0:17:42 > 0:17:46- OK, I think. I don't know, it's a little bit overpowering, isn't it?- Yeah, yeah.
0:17:46 > 0:17:49No, I do. I love your dresses, they are really, really nice.
0:17:49 > 0:17:51Thank you very much. Yours look really nice as well.
0:17:51 > 0:17:54I want you to come over and have a look and give me your honest opinion.
0:17:54 > 0:17:55Oh, yeah. Not a problem at all.
0:17:55 > 0:17:59- Because people tell you rules and things you can't do, things you can do.- Totally.
0:17:59 > 0:18:01Do you know what? There's plenty of work for all of us.
0:18:01 > 0:18:06There's thousands upon thousands of kids dancing. So, really, it's not a big deal at all.
0:18:06 > 0:18:09- You've been doing this a long time, haven't you?- Too long.
0:18:09 > 0:18:13- How long have you been doing it? - About...15 years.
0:18:13 > 0:18:16- I'd love you to come over and just give me...- Oh, definitely.
0:18:16 > 0:18:18We'll even grab a drink and stuff later on anyway.
0:18:18 > 0:18:20Yeah, we will. Definitely. OK, all right, love. Bye.
0:18:20 > 0:18:25I think whenever people heard Thelma was making Irish dancing costumes, it did create some ripples.
0:18:25 > 0:18:29It's the fear of portraying Irish dancing as something that
0:18:29 > 0:18:32it's not, and making it like it's the Toddlers in Tiaras.
0:18:32 > 0:18:35That's it's all about the look, and it's not all about the look.
0:18:35 > 0:18:38You know, we teach these kids day after day, night after night, in class.
0:18:38 > 0:18:42They don't wear costumes. When the World Championships were in Glasgow
0:18:42 > 0:18:44the last time, there was a write-up in one of the papers
0:18:44 > 0:18:46that was vile about children -
0:18:46 > 0:18:48that they look like mini-transvestites
0:18:48 > 0:18:50and things like that.
0:18:50 > 0:18:54And that's not what we want for this organisation
0:18:54 > 0:18:56or for Irish dancing in general.
0:18:56 > 0:18:59And I think people were maybe stand-offish from Thelma
0:18:59 > 0:19:02at the beginning because they were worried it was going to
0:19:02 > 0:19:05portray Irish dancing in a bad light, and that's certainly not what
0:19:05 > 0:19:08I would ever want to see happen.
0:19:12 > 0:19:13As the crowds roll in,
0:19:13 > 0:19:17Thelma's eye-catching dresses are receiving a mixed reaction.
0:19:20 > 0:19:23Er... Wouldn't be something I would want
0:19:23 > 0:19:24to put my daughter in, in all honesty.
0:19:24 > 0:19:26They don't look to me like dresses
0:19:26 > 0:19:30that you would be comfortable to actually wear for competition.
0:19:30 > 0:19:36More maybe for a fashion show type thing, but not for competition.
0:19:36 > 0:19:39If they saw a world champion wearing a dress like that,
0:19:39 > 0:19:41everyone would probably want one.
0:19:41 > 0:19:43Just like with, like, movie stars and stuff,
0:19:43 > 0:19:45when they advertise a product, you obviously want to get it,
0:19:45 > 0:19:48because, you know, famous people, they're getting it,
0:19:48 > 0:19:49so why don't I get it?
0:19:49 > 0:19:52Yeah. If they win, everybody would start getting them.
0:19:52 > 0:19:54Me and my parents talked about this last night.
0:19:54 > 0:19:56If we were really rich, we would, like,
0:19:56 > 0:19:58buy one just to show it to our teacher
0:19:58 > 0:20:00for, like, a prank or something.
0:20:00 > 0:20:03Like, "Hey, hello, Miss Anya. How do you like our new dress?"
0:20:03 > 0:20:05She would have a conniption. She would probably pass out.
0:20:08 > 0:20:11Thelma's unique selling point is her bling.
0:20:11 > 0:20:13From all the dresses I've seen,
0:20:13 > 0:20:16I think she definitely does the bling factor the best.
0:20:18 > 0:20:21I would certainly, being honest,
0:20:21 > 0:20:23hate to see one of those dresses on the world stage,
0:20:23 > 0:20:25because I think Irish dancing has been
0:20:25 > 0:20:28- criticised in recent years... - Just for the wigs.
0:20:28 > 0:20:29..in going away from tradition.
0:20:29 > 0:20:33So I think if we went down that road we would only be taking
0:20:33 > 0:20:37so many steps back away from promoting Irish dancing
0:20:37 > 0:20:40as what it is, which is Irish.
0:20:43 > 0:20:46And while the crowd seems bemused by Thelma's designs,
0:20:46 > 0:20:50she is taken aback by some of Gavin's newest looks.
0:20:50 > 0:20:52I was going to go and have another little look around
0:20:52 > 0:20:55but I can't believe what I've actually just seen there.
0:20:55 > 0:21:00There's actually flashing lights on the dresses.
0:21:00 > 0:21:04I should just go over and say, "Oh, darling, it's so last year."
0:21:04 > 0:21:05Oh.
0:21:14 > 0:21:17Next morning, Erin has been for a spray tan
0:21:17 > 0:21:19and is going through her steps with Mandy.
0:21:21 > 0:21:23- You all right?- Yeah.
0:21:23 > 0:21:25I'm nervous, but in a kind of positive way.
0:21:25 > 0:21:28I mean, she's ready, she's worked so hard for it.
0:21:28 > 0:21:31Still, in the back of my mind, I worry that she's a bit tired.
0:21:31 > 0:21:33You know, jet lag and all that.
0:21:33 > 0:21:34Don't move too far.
0:21:34 > 0:21:37She's got as best a chance as any of them.
0:21:37 > 0:21:41It just depends on the day how they all perform and how it comes across.
0:21:41 > 0:21:42So we'll see.
0:21:51 > 0:21:54Meanwhile, Thelma's presence at the World Championships
0:21:54 > 0:21:56continues to attract attention.
0:21:57 > 0:22:00- Done.- Thank you so much. Thanks a million.- You're welcome.
0:22:02 > 0:22:04Children have come up to her there
0:22:04 > 0:22:06and asked for a photograph with her, and I said,
0:22:06 > 0:22:08"I presume that's cos you're a film star,
0:22:08 > 0:22:10"rather than a dressmaker, you know?"
0:22:10 > 0:22:13But the standard of the dancing is exceptional now.
0:22:13 > 0:22:15And if you have 150 girls in there
0:22:15 > 0:22:17and there's very little between them,
0:22:17 > 0:22:20so they're trying to make themselves stand out somehow.
0:22:24 > 0:22:26Backstage, Erin Cooke is well aware of the need to make
0:22:26 > 0:22:29a first impression, as she prepares to reveal
0:22:29 > 0:22:32an entirely new look to the world.
0:23:12 > 0:23:15The dress looked just beautiful. Yeah, everything.
0:23:15 > 0:23:18It needs that stage. It needs, you know, the big stage
0:23:18 > 0:23:22and the lights and everything to get the real effect of it.
0:23:22 > 0:23:25Everything just sat right. Everything... Yeah.
0:23:48 > 0:23:53Meanwhile, Dave is manning the stall and is doing his best to stay busy.
0:23:53 > 0:23:55You don't really want to know.
0:23:55 > 0:23:58I'm looking at golf clubs here, but...
0:23:58 > 0:24:01But he's interrupted by a customer
0:24:01 > 0:24:04who's keen to find out more about the dresses.
0:24:04 > 0:24:07And does it come fully stoned, or is that all extra?
0:24:07 > 0:24:11That one, as it is now, is about 750.
0:24:11 > 0:24:13- Excellent.- We're doing quite well.
0:24:13 > 0:24:15There's a lot of interest here and whatever.
0:24:15 > 0:24:19I'm doing quite well, as a builder goes.
0:24:19 > 0:24:21Having completed two rounds,
0:24:21 > 0:24:26Erin nervously waits to hear if she's been recalled.
0:24:26 > 0:24:28- '160. 162.'- Yes!
0:24:28 > 0:24:30'164. 165.'
0:24:34 > 0:24:36It's just unbelievable.
0:24:36 > 0:24:38This is like a whole sea of emotion.
0:24:38 > 0:24:41I mean, this is the pinnacle of their year.
0:24:41 > 0:24:43And they don't just dance, they actually live the dancing.
0:24:43 > 0:24:47That's their life. And you can just see so many emotions.
0:24:47 > 0:24:50My heart wouldn't take it, I couldn't do this.
0:25:03 > 0:25:07Meanwhile, Thelma has made a discovery that she's not happy about.
0:25:07 > 0:25:09Just totally pissed off this morning
0:25:09 > 0:25:14because as a marketing exercise, I've been asking all the people
0:25:14 > 0:25:18who have flown through here to, with the chance of winning a dress,
0:25:18 > 0:25:21but really what I want to do is get all their details,
0:25:21 > 0:25:24where they got their last dress, just things like that.
0:25:24 > 0:25:27And four of them who've just came back just said,
0:25:27 > 0:25:29"We don't have a choice where we get our dress from."
0:25:29 > 0:25:33The school, the dance teacher, tells them where to get their dress from.
0:25:33 > 0:25:35I thought it was democratic.
0:25:35 > 0:25:37It's absolutely ridiculous,
0:25:37 > 0:25:39I've never heard anything like it in my life.
0:25:44 > 0:25:46Erin is awaiting the results for her age group,
0:25:46 > 0:25:49but soon realises that she's in the wrong hall.
0:25:50 > 0:25:53The London group rush off to the neighbouring auditorium
0:25:53 > 0:25:56and arrive just in time to hear Erin's result.
0:25:58 > 0:26:03'In 11th place, Sadie Bucknam. Murray Academy, New England.'
0:26:03 > 0:26:06'12th place was Erin Grace Cooke...'
0:26:08 > 0:26:11'In 13th place was Caitlin Marani...'
0:26:11 > 0:26:13Erin's position of 12th place
0:26:13 > 0:26:16puts her first out of the London dancers in her age group.
0:26:21 > 0:26:26'From the Hennigan School, Southern region of England, Erin Grace Cook.'
0:26:26 > 0:26:29APPLAUSE
0:26:30 > 0:26:36From the Dillon Magh Adhair School, Western region USA, Caitlin Marani.
0:26:36 > 0:26:39'One, two, three.
0:26:39 > 0:26:41'Thank you, all.'
0:26:42 > 0:26:45And Erin's not the only one taking to the stage.
0:26:46 > 0:26:50Thelma has been asked to present prizes to the 15 to 16-year-olds,
0:26:50 > 0:26:54and it's whet her appetite for future ambitions.
0:26:54 > 0:26:58Coming to Montreal has definitely moved me forward. Definitely.
0:26:58 > 0:26:59But the biggest thing in this world
0:26:59 > 0:27:02is to get a champion wearing one of your dresses,
0:27:02 > 0:27:07because to see that champion on the podium, holding that cup up,
0:27:07 > 0:27:10every other kid watching that is going to want that dress,
0:27:10 > 0:27:12or a dress similar to that.
0:27:12 > 0:27:15And I would love to make a dress for a champion.
0:27:22 > 0:27:27Next day, it's business as usual for most of the other dressmakers.
0:27:27 > 0:27:30But Thelma is nowhere to be seen,
0:27:30 > 0:27:33leaving her competitors speculating.
0:27:33 > 0:27:36I'm not sure why Thelma left early. She seemed to pack up yesterday.
0:27:36 > 0:27:39I'm not sure whether she had already planned to go early or
0:27:39 > 0:27:42she wasn't getting the reception she had maybe hoped for.
0:27:42 > 0:27:44I'm not sure how many kids here were wearing Thelma's
0:27:44 > 0:27:46dresses at the World Championships,
0:27:46 > 0:27:49but I don't think we've lost any customers to her this week.
0:27:56 > 0:27:58I think her dress designs are very unique.
0:27:58 > 0:28:01They mightn't be everybody's cup of tea,
0:28:01 > 0:28:04but I'm sure they will appeal to some dancers.
0:28:04 > 0:28:08And she just really needs to be around the dancing scene
0:28:08 > 0:28:12to see what the people want and what they don't want.
0:28:13 > 0:28:15But despite her early departure,
0:28:15 > 0:28:17Thelma remains committed to the new business,
0:28:17 > 0:28:21and leaves her naysayers with a strong parting message.
0:28:21 > 0:28:24To the other people who think if they make it difficult for me,
0:28:24 > 0:28:26that I'm going to go away -
0:28:26 > 0:28:29well, they're out of luck, because I'm not going anywhere.
0:28:29 > 0:28:30I'm staying here,
0:28:30 > 0:28:34and I'll be back next year and the year after and the year after.