Ann Summers boss to star in charity Apprentice show

2:58pm Monday 3rd March 2008

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Ann Summers boss Jacqueline Gold will be risking getting fired by Alan Sugar in a charity version of the Apprentice.

The Whyteleafe-based sex shop boss will star in Sport Relief Does The Apprentice alongside property guru Kirstie Allsopp and former Eternal star Louise Redknapp.

The girls' team, which also includes Clare Balding, who lives in Chiswick, and Lisa Snowdon, will be pitting their wits against Phil Tufnell, MP Lembit Opik and Kelvin MacKenzie The teams were given the challenge of setting up and stocking a West End store before taking to the floor and convincing the rich and famous to buy their wares.

Jacqueline says she was not daunted by the prospect of facing the Amstrad entrepreneur when filming for the programme.

My most difficult interview was when I pitched the idea of the Ann Summers parties to the board of directors at the age of 21.

"I was terrified as it was an all male board who interrogated me with one board member even saying, 'This isn't going to work as women aren't even interested in sex!' "I think facing Alan Sugar was a piece of cake by comparison!"

She added: "I was determined to win and raise as much money as possible for Sport Relief. There was no point getting involved if I wasn't going to give it my best."

The programme is due to air on BBC One on March 12 and 14.