BIG Brother's Alex Cannon turned his back on life in the limelight to start his own jewellery brand.
But the former Channel 5 reality star is now a multimillionaire over seven years after starring on the reality show, new documents reveal.
The entrepreneur, who was once a love interest of Vicky Pattison, turned his back on fame and launched men's jewellery brand Craftd with Daniel Buck in 2018.
His brand, which offers a large range of gold and silver products, boasts an impressive bank balance with £1,558,945 in cash.
Craftd's assets include £2,462,045 in stocks and they're owed a further £165,465 by debtors, taking the brand's overall value past £4million.
They also have a big celebrity fan in the form of Dragons' Den's Steven Bartlett.
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Marketing guru Steven praised the brand's "high quality and affordable" items in an online ad and liked them so much he reached out to the brand to sponsor his Diary of a CEO podcast.
The partnership attracted controversy in March when Steven fell foul of strict BBC rules on advertising.
The BBC said at the time: “We have clear guidelines around talent’s commercial activity while working with us. Steven has been reminded of the guidelines.”
He vowed not to wear the jewellery while filming and said: “This was a genuine oversight on my part. The posts have now been taken down. I will ensure I am clear about what activity is possible.”
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Prior to starting Craftd, Alex appeared on Judge Geordie – a Geordie Shore spin-off that saw Vicky Pattison tour the country solving relationship problems.
She was mesmerised by her pal's looks, describing him as being "completely carved by angels" and "the most beautiful person I've ever met in my life" in her autobiography Nothing But The Truth.
This comes as bosses of the upcoming reality ITV reboot reportedly banned influencers from applying.
They said, "Bosses have chosen contestants with a genuine innocence to the world of fame, who are wholly authentic and with wide-ranging opinions.
"They want to capture the spark that made it a huge success initially."
Insiders said bosses have immediately said no to "Love Island-type contestants or fame-hungry influencers".
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