Frances Bishop, owner of kidswear independent The Pud Store, will star in the next series of The Apprentice on BBC One, which starts on 6 October.
Bishop became the sole owner of the retailer after being gifted shares by co-founder Rachel Mawby in December last year.
It stocks leftover last-season designer kidswear from Harrods, Selfridges and French Connection and launched an own-label range called Pocco & Me for spring 16 in its three stores in Nottingham, Newark and Doncaster.
Bishop, aged 25 and from Doncaster, told the BBC she is talkative with a feisty personality, which she believes is what has got her so far in the business world.
“I’m a pocket rocket,” she said. “I’m quite fiery and live by the rule ‘kill them with kindness’.”
In her audition she said she dropped out of university and is now married to a football player for Scunthorpe United with a three-year-old son.
“I’m an anti-WAG,” she said.