Ayton said: “I’m not driven by money but by passion. I train all my staff personally.”
Sadie the Bra Lady stocks brands including Fantasie, Freya, Panache and Royce.
Karen Gill, co-founder of training firm Everywoman, which organises the awards, said: “The quality of the entries was phenomenal. All of the finalists are shining examples of women who have achieved great success, regardless of what life has thrown at them, and it’s fantastic to celebrate their triumphs.”
The winners will be announced at a ceremony on December 3 at the Dorchester Hotel on London’s Park Lane.