The Apprentice signs up wedding dress expert who calls Lord Sugar ‘her idol’ as fourth contestant for BBC show | The Sun

THE Apprentice has signed up its fourth contestant – a wedding dress expert who calls Lord Sugar ‘her idol.’

The Sun revealed some of the line up last week, and now we can reveal that contestant number four has been signed up too for the series starting on January 5.


Shannon Martin runs Dotty Bridal and Off The Peg bridlewear shops in Holmfirth.

The 34-year-old has already paved a successful career with big-named retailers, including Victoria’s Secret and Cath Kidston.

Shannon, who lives in Shepley with husband James and children Nori, five, and Elvie, three, has previously opened up on ‘unfinished business’ with The Apprentice.

“Lord Sugar is an idol and The Apprentice helped me decide to leave a well-paid career in retail and go and do it for myself. Lord Sugar has a lot to answer for,” Dotty previously revealed.

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She continued to tell Huddersfield Hub: “I have a great work ethic and I would make a great business partner for Lord Sugar. Why wouldn’t I do it?”

The Apprentice is fast becoming better known for its wannabes’ fame-hungry ambition than their business skills.

And some of the contestants who will be on the next series of Lord Sugar’s hit BBC One show look like they would be more suited to the Love Island villa than the boardroom.

Some have massive social media followings, while one has a lengthy CV of TV work, making this year’s intake a far cry from the show’s original aim at its start in 2005 to champion unknowns.

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An internet search quickly reveals that confectionary firm boss Victoria Goulbourne, who appears to be more at home in a bikini than in a business suit, already has more than 12,000 Instagram followers.

Last month a TikTok clip of her glamorous holiday in Bali getting ruined by a muddy swamp was viewed 29.6million times.

Glamorous hair salon owner Dani Donovan often poses in her swimwear.

Reece Donnelly, who runs a theatre school, has been in TV shows since he was a kid, as well as appearing in a telly ad for phone network T-Mobile.

The creators of The Apprentice have been looking at a new spin-off of the show too – and it might not be fronted by Lord Sugar.

Instead of the usual semi-established business types, it would feature fledgling millennial techies in their late teens and early twenties on the new version of the hit BBC1 contest.

That would lead to another notable change in the format — because they wouldn’t be required to don the usual suits and power dresses we’re used to the candidates wearing.

A TV insider said: “Of course Lord Sugar would be the automatic first thought when developing any kind of UK show relating to The Apprentice.

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“But the blue sky thinkers at production company Naked have toyed with the idea of someone else doing the hiring and firing in the new version.

“And that someone might be an individual closer to the age of those taking part and have more experience in the tech world of the 2020s.”


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