Lord Sugar fired me on The Apprentice… but I’m now set to make £1.2m with my fashion business Love Island’s Amy Hart loves
A FORMER Apprentice candidate who's on track to make £1.2 million with her clothing company this year says she's glad Lord Sugar fired her.
Natalie Reynolds, 36, went into business with sister Lexi Panayi, 28, in May - and sold £28,000 worth of stock in the first 10 days.
Mum-of-two Natalie, from Rickmansworth, Herts, appeared on the popular reality show in 2013 - when Dr Leah Totton won with her cosmetic clinic idea.
But since becoming successful with Style Cheat, Natalie says she's glad things turned out the way they did.
The sisters spoke exclusively to Fabulous Digital for #BOSSINGIT, our series about ordinary women who have launched incredible businesses.
Natalie, who's mum to Mimi, five, and Sofia, 21 months, with husband Ollie, said: "Looking back, I'm glad I didn't win The Apprentice.
"It might have taken me six years, but I would have taken a £250,000 investment to give away half the company. We've worked hard to get this, and it's all ours."
The pair launched their company - which aims to deliver high-quality clothing at affordable prices - on May 13.
It was an instant hit, with 600 garments flying off the shelves in just a week and a half.
Designer Lexi, a fashion and marketing graduate, said: "It felt amazing. I don’t think we were expecting it to be this big this quickly, it’s just rocketed.
"We’re keeping the momentum going which was really good. At the moment, we're packing around 150 pieces a day. Those first 10 days, we sold 600."
Looking back, I'm glad I didn't win The Apprentice
Natalie Reynolds
Former recruiter Natalie added: "We’re on track to hit £1.2 million this year, which is a huge milestone.
"When you’ve only been running a few weeks and then you realise it’s actually going to be achievable, it’s an amazing feeling.
"When we first had this concept, we didn’t think it would be as big as it is this quickly."
Their instant success was partly thanks to the support of Luisa Zissman, who appeared on The Apprentice with Natalie and went on to enter Celebrity Big Brother.
She said: "Luisa's got a really big and loyal following.
"She wore one of our dresses on Instagram and from that alone we had 200 orders.
We’re on track to hit £1.2 million this year, which is a huge milestone
Natalie Reynolds
"We hadn’t even launched at that point, these were pre-orders. Her fans became our fans.
"I’m really good friends with Luisa, I’m still in touch with Leah, too.
"You get really close when you have to live with people for five weeks, you become really good friends."
But Luisa is far from their only celeb fan - with Love Island's Amy Hart, Olivia Buckland, Made In Chelsea's Tiffany Watson and Anna Williamson from Celebs Go Dating all wearing Style Cheat.
The dresses, which come in sizes 6-16 and cost about £50, are now stocked on SilkFred - and the sisters are also in talks with ASOS and Zalando.
Their dad, Pancios, is the managing director of Creations London, one of Britain's largest clothing manufacturers.
Lexi, who's due to marry fiancé Billy in Greece next year, said: "We wanted to do our own brand for years.
"One of our biggest clients for the family business went into administration, we lost over £1 million.
"We thought ‘we need to do something for ourselves, we can’t rely on the UK high street as it is’. This gave us a big push.
"Dad is our biggest inspiration. He left school at 14 and by the age of 16 was working 18-hour days across three jobs.
We thought ‘we need to do something for ourselves, we can’t rely on the UK high street as it is’
Lexi Panayi
"He’s always instilled in us hard work and determination, but actually when we approached him about this brand, he was a bit hesitant."
Natalie added: "He’s very old-fashioned and online fashion wasn’t something he really understands - but it’s what we know.
"He said ‘if you want to do it, you have to put your own money at risk, you’ve got to be accountable’.
"Me and Lexi invested £10,000 each from our savings and then he matched it - so we started it with £30,000."
The sisters used the investment to buy fabrics, their website and to put Lexi's designs into production - as well as doing a glossy photo shoot.
When it comes to business, Lexi is the creative director and designs the clothes, while Natalie handles marketing, PR, finance and prices.
Lexi said: "We’re doing 15-hour days at the moment. We’re both early risers, we get up around 5, 5.30am."
It’s really hard juggling business with motherhood
Natalie Reynolds
Natalie added: "In the evenings we're on our live chat, speaking to customers.
"It’s really hard juggling business with motherhood.
"At one point, I was bringing Sofia in and letting her have a two-hour nap, trying to do what I can while she sleeps.
"But they're only little for a short amount of time, it will get easier when they're both at school - and it will be good for them to see their mum being successful."
Natalie and Lexi also employ seven staff members - helping with wholesale to online retailers, fabric buying and packaging in the warehouse.
Lexi said: "Initially it was myself, Natalie and our partners coming in at the weekends and evenings to help with packing, but it's such an important role.
"It’s really hard to let go, especially when it’s your own business.
"We’re both control freaks but I think to move the business forward, we do need to grow as a team."
Natalie added: "Although we still do find ourselves packing when it’s busy.
"Especially on a Monday after a weekend, when there’s 900 pieces to get out, we do get our hands dirty."
Although they love working with family, the sisters admit they're far from immune to the odd sibling bicker.
Natalie said: "We’re best friends and we’re in each other’s pockets.
"I have noticed we've argued more since we've been working together - but it only lasts 10 or 15 minutes."
Lexi agreed, adding: "We’re quite feisty characters, we’re half Greek. But we’ll have an argument and then it will be fine.
"It’s been an amazing experience, we’ve wanted to work together since we were young, and we’re so thankful we’ve had the opportunity to do it now."
We previously spoke to last year's runner-up on The Apprentice Camilla Ainsworth, who invested her last £46 in her nut milk business – now she's set to make £500k.