A week after securing Lord Sugar’s investment on The Apprentice, Karishma Vijay is already turning early promise into tangible results, with her new venture reportedly attracting more than 7,000 customers and generating £250,000 in turnover.
The rapid growth marks a striking start for the latest winner, who has stepped into business partnership with Lord Alan Sugar following the show’s latest series.
But it is not just the numbers making headlines.
The duo have also captured widespread attention online, with a series of light-hearted social media clips offering a glimpse into their dynamic. In one video, Lord Sugar jokingly apologises for repeatedly getting Karishma’s name wrong, quipping it is down to him being “an old fart”. In another, Karishma persuades him into making a pinky promise to attend her wedding, before introducing him to a “bestie handshake”.
While Lord Sugar brings decades of business acumen, Karishma appears to be giving her mentor a crash course in the language of the internet, effectively putting him on game and ushering him into influencer territory.
Social media users have been quick to respond, praising the unexpected chemistry between the pair.
One commenter wrote: “I have never seen Lord Sugar so relaxed and casual. Well done @Karishma.” Another added: “This is the duo we didn’t even know we needed,” while a third noted: “You have brought the soft side and comedic side out of Lord Sugar. What a double act.”
With strong early figures and a growing online following, the partnership is already being tipped as one of the show’s most promising success stories, blending business performance with a fresh, engaging public image.
