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Amy Childs is now a bonafide brand, which is no mean feat considering that a year ago she was virtually unknown. Now her unlikely star quality has catapulted her from an Essex beauty parlour to the pages of Vogue magazine and beyond. She took a cleverly calculated risk by leaving TOWIE at the end of its second series for a stint on Celebrity Big Brother, hoping it would be the launchpad for her own show, a risk that paid off handsomely with her eight-part Channel 5 series, It’s All About Amy, which sees her open a beauty salon.
Amy is predicted to earn a cool £10 million from TV shows and endorsements in the next few years. This may be a conservative estimate considering she’s already become the face of Tesco’s Bra Queen lingerie range, set up the Amy Childs Collection clothing range (which caused such a frenzy when it launched online that the website crashed), shot a calendar and is making a fitness DVD – and now has her own beauty salon.
On It’s All About Amy we see her interviewing staff and choosing uniforms and decor for the business. ‘I can’t believe I have my own beauty salon – it’s a dream come true,’ she says. ‘Can I tell you a big secret? My beauty salon in TOWIE wasn’t real – it was all fake and set up in Mum and Dad’s garage. I can’t believe people didn’t know. The salon where I was working when I started on the show didn’t want to be part of it.’
At that stage, Amy was earning £190 a week at her salon job and was living with her parents in Brentwood, Essex – as she still does, despite becoming a star. When we meet there she apologises for looking ‘lowdown’ (dressed down), but is, in fact, stunning. Her flame-coloured hair is swept back into a ponytail, revealing Bambi eyes and pouty lips in an elfin face even more beautiful without her trademark layers of foundation – although the fake eyelashes are ever-present.
She says she’s toning down the make-up to ‘cope with the HD cameras’ for the new show but she promises – by a ‘millyan pah cent’ – there’ll still be plenty of glamour.
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Amy's just one of those women who would look good in a bin liner - she looked great as "Heidi, I mean Dorothy" .....
