The Apprentice ‘underdog’ who was ‘on verge of leaving’ turned over £500,000

Alana Spencer is crowned winner of The Apprentice

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The entrepreneur won the 12th series of BBC One’s The Apprentice in 2016, securing an investment from Lord Sugar of £250,000. She used this money to invest in her business Ridiculously Rich by Alana.

Ridiculously Rich is the luxury handmade cake company led by Alana Spencer and her business partner Lord Sugar.

After winning the show, she launched her Ambassador & Cakepreneur schemes, to find an army of cake-lovers, giving those that have always wished to run their own business a chance to come on board and start their very own Ridiculously Rich franchise.

By 2019, Ridiculously Rich had almost 50 ambassadors taking the cakes to events all across the UK and stocking their local independent retailers.

Her ambassadors buy the cakes from Alana and then sell them at events.

“So yeah, maybe being an underdog worked to my advantage.

“I learnt a lot. I think it’s a real life-changing experience.”

In October 2019, Ridiculously Rich moved into its first purpose-built bakery in Alana’s home town of Aberystwyth, Wales.

After proving to be a hit, the entrepreneur took to her YouTube channel and asked fans to join her as she ventures on her “biggest adventure yet”.

She intended to grow her business from “one tiny beach shack” on Aberystwyth seafront, to several around the country.

In the video she said: “I think people have this perception when they look in and social media is such a highlight reel of all the wins, but for every win that you make there is probably 10 little knock backs along the way.

“So I want to show that I haven’t got here through luck, I’ve got to where I am now through grit and determination and hopefully that is what is going to take us to our next step.”

The baker bought out Lord Sugar’s shares in her company back in 2019 to really go it alone.

She described working with Lord Sugar as an incredible experience and that she had learned a lot in a short space of time.

She said: “With new products on the horizon, dreams of opening my own bakery and small shop and expanding my team, it became obvious that now was the perfect time for Ridiculously Rich to become ‘by Alana’ only.

“I am now completely in charge of my own destiny, and it is exhilarating! Here is to the next chapter of Ridiculously Rich by Alana.”

She opened a bakery and shop on Glan yr Afon Industrial Estate in 2019 and went on to open a dessert bar near Aberystwyth Harbour early in 2020.

After the success of both of these ventures, Alana decided to “very ambitiously” open a further three stores, in Cardiff, Caernarfon, and Llandudno, within a short space of time in 2021.

The Cardiff and Caernarfon branches have now had to close their doors, but the entrepreneur still remains “confident” for the future.

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