Shane Gilley - Founder, Define Aura

7 Jan 2026

Shane Gilley's lifelong love of sport has shaped his interests, ambitions, and in turn, his business venture. A dedicated collector from a young age, he has always been drawn to the stories, memories and meaning behind sporting moments and the athletes behind them. His time studying commerce at UCC helped him turn his passion for sport and sports memorabilia into a business.

How did your degree help you?

Commerce was the perfect choice for me, as it provided the essential foundation for my journey into entrepreneurship and starting my own business. The degree allowed me to explore a wide range of modules, from accounting and marketing to business law and economics, giving me a comprehensive understanding of how businesses operate before I had gained hands-on experience through employment.

This broad exposure helped me build a well-rounded skill set and understand the practical realities of running a business. It showed me how different areas of business connect and how an initial idea can be developed into a structured and workable enterprise. One of the most valuable aspects of the commerce degree was the six-month work placement in third year, which was organised by UCC and provided practical, real-world experience which helped bridge that gap between university study and real business environments.

Can you tell us about Define Aura and the idea behind the company?

Like a high percentage of students who come to study at UCC, I am a huge sports fan and will immerse myself in any sport that’s on. I have been an avid collector and a dedicated student of sports memorabilia for over 15 years, and I eventually turned this long-standing passion into a business opportunity. This led to the creation of Define Aura, one of Ireland’s premier and most exclusive sports memorabilia companies, designed specifically for dedicated sports fans seeking premium and authentic pieces.

In 2025, I identified a clear gap in the Irish market, where there was limited availability of luxury, high-end sports memorabilia, and through established industry contacts, Define Aura is now able to source pieces connected to some of the biggest names in sport. A core focus of the business is ensuring the authenticity of every item, with each piece carefully sourced and verified to meet the highest standards possible, while also being priced fairly to reflect its true rarity, provenance and significance.

In recent years, sports memorabilia has also increasingly been recognised as an alternative investment asset on an international scale, with certain rare or iconic items achieving substantial financial returns. Collectors and investors alike are now viewing memorabilia not just as a passion or hobby, but as a tangible asset class with real growth potential. This trend has further emphasised the commercial opportunities in the market and reinforced the value of establishing a trusted, credible source for high-end memorabilia in Ireland. For me, it comes back to passion by providing authentic, high-quality items that carry both sentimental and investment value to our clients.

What first sparked your interest in the world of sports memorabilia?

This passion began in my childhood, starting with collecting trading cards - a hobby often associated with kids, but one that has since become a mainstream pursuit and an investment avenue for adults. Over time, my interest evolved to include signed memorabilia of my favourite sports stars and eventually expanded to collecting match-worn items. For many collectors, including myself, the value of memorabilia isn’t just financial; it’s about the memories and connection to the moments and athletes that we admire. Sports fans can attest to how these items bring those experiences to life.

For me, it all started with a signed Lionel Messi jersey. Owning it brought back a huge sense of nostalgia and made me realise that what began as a personal passion could become something much bigger. I’ve always been drawn to the stories behind sporting greatness and the excitement of meeting the people I grew up admiring - figures like Cork icons Roy Keane and Ronan O’Gara to name just a few. That combination of admiration and genuine love for sport is what inspired me to build a business that gives others the chance to also own truly iconic and meaningful pieces.

What advice would you give to other alumni or students thinking about starting a business?

Taking that first leap can be daunting, but it’s often the moment that makes all the difference. Many people say, “I’ll eventually set up my own business,” but without acting on the idea now, it often never happens. You must trust yourself and ask, “What’s the worst that could actually happen?”

If you have an idea you’re truly passionate about, don’t overthink it. Spend a little time each day planning how you would implement it, carry out market research, and then just go for it. The support for aspiring entrepreneurs in Ireland is excellent - grants, training courses, networking events, and mentoring programs are all available for you, many of which I only discovered when starting my own business.