discovers his feminine side – creates 10 new jobs, too!

5 Jul 2012

Blokes website has expanded into the female market with a new site called – and it is creating 10 new jobs in the bargain.

Sibling website claims to be the first Irish website solely dedicated to the needs, interests and aspirations of modern Irish women aged 18-44. and are the brainchild of Niall McGarry. He and fellow director, former Ireland and Munster rugby player Jerry Flannery, saw a gap in the market for a savvy women’s website which doesn’t take itself too seriously.  

The company is investing €150,000 into the launch of, and is creating 10 new full-time jobs.

“The success of has demonstrated that there is an appetite for engaging Irish-specific online content,” McGarry said.

“We identified that there was no site in Ireland catering in a similar way for the Irish female audience, and decided to launch onto the market.  

“So far, we’ve had a phenomenal reaction to the new site from the advertising community, as well as from consumers, and have already secured a number of big-brand partnerships.”

The new site will be edited by Mary McGill. will feature news from the worlds of beauty, style, life, entertainment, celebrity and parenting, specially tailored for an Irish female audience.

Featured columnists include MTV’s Laura Whitmore on A-list gossip, broadcaster Mairead Farrell on Irish life, RTÉ sports presenter Evanne Ní Chuilinn on motherhood, and Georgina Ahern on health and well-being.

“ will bring a fresh, exciting dynamic to the Irish media landscape,” McGill explained.

“Not only will address the concerns of readers – finding love, looking good on a budget, being healthy and happy – but will also provide them with an online space to enjoy themselves, to connect with other readers via social media, to have fun and to engage with a range of content that matters to them.”

John Kennedy is a journalist who served as editor of Silicon Republic for 17 years