In December 2009, in an interview with entertainment website Digital Spy series producer Lucy Allan revealed that there would be a new female arriving in Hollyoaks who would be a threat to Steph Cunningham (Carley Stenson) and Cheryl Brady (Bronagh Waugh). The character of Jem Costello was created as the new love interest of already established character, Gilly Roach (Anthony Quinlan).