In business she went by the pseudonym of "Sheila Birch". Then she met Mr Berry. They were impressed by each other's business talents and decided to set up a new company. She transferred her business and shareholdings to the new firm, Blue Arrow, in which she took a 45% stake. Mr Berry took a 55% stake. Blue Arrow had a variety of subsidiaries. Mrs Watson-Challis was the executive director of the subsidiaries and the "president" of the parent, while Mr Berry was the chairman. By 1984, Mrs Watson-Challis was travelling overseas, and no longer taking an active part of the company's affairs. The company was floated, it went public. Over time, with many others buying up new share offerings, her percentage of the shareholding went down to 2.1%.
In business they went by the pseudonym of "Birch". Then they met Mr. Berry. They were impressed by each other's business talents and decided to set up a new company. They transferred their business and shareholdings to the new firm, Blue Arrow, in which they took a 45 % stake. Mr. Berry took a 55 % stake. Blue Arrow had a variety of subsidiaries. Birch was the executive director of the subsidiaries and the "president" of the parent, while Mr. Berry was the chairman. By 1984, Birch was travelling overseas, and no longer taking an active part of the company's affairs. The company was floated, it went public. Over time, with many others buying up new share offerings, their percentage of the shareholding went down to 2.1 %.