Apprentice runner-up Rochelle says she's delighted with the publicity

Happy! On Friday's This Morning, Apprentice runner-up Rochelle Anthony, 35, admitted that she's delighted with the publicity her salon has gained despite coming second

Beauty business: The glamorous beauty professional - who calls herself 'the Kim Kardashian of the business world - owns The Dollshouse Salon in Milton Keynes

Final two! Rochelle admitted: 'The exposure and publicity for my business has been second to none... I feel like a winner' (pictured with Apprentice winner Marnie Swindells)

Of making it to the final, Rochelle admitted: 'I was pinching myself when I got into the final. It was massive, it was huge.

'When you first get into the process you're so hellbent on being you. What he wants to see if you're authentic, genuine and hold yourself accountable.'

Of Lord Sugar, she said: 'He's so professional he keeps it really separate. That's why he's an icon of industry. He can read people. There's no point trying to pull the wool over his eyes, he'll see right though it.'

It comes after Rochelle closed down five limited companies prior to appearing on the current series of The Apprentice.

She owns The Dollshouse Salon in Milton Keynes, but it hasn't always been plain sailing for Rochelle, with the reality contestant attempting a number of times to make a success of herself.

Television personality Rochelle launched Blow & Glow Ltd in March 2019 but she was handed a compulsory strike-off just over a year later in 2020, meaning Companies House is likely to have petitioned for the business to be removed from the register.

Blow & Glow was officially struck off the following January and was dissolved the same month.

In October 2019, Rochelle registered Ultimate Weave Extensions Ltd with Companies House under the name of The Invisi Weave Ltd.

Winner! Marnie won Lord Alan Sugar's £250,000 investment

Icon: Of Lord Sugar, Rochelle said: 'He's an icon of industry. He can read people. There's no point trying to pull the wool over his eyes, he'll see right though it'

She was notified of a compulsory strike-off in January 2021 before changing the name of the business, and was handed another strike-off in December last year, with the company set to close later this month if no action is taken.

In April 2020, Rochelle registered The Dollshouse Academy Ltd with Companies House and was handed a compulsory strike-off in July 2021.

The strike-off action was discontinued the same month and in December 2021 the company was registered as dormant with just £1 in its accounts.

Meanwhile, The Dolls House Hair and Beauty Ltd was registered with Companies House in 2014 before it was dissolved in August of 2021, and The Dolls House Hair Ltd was incorporated in 2014 but was dissolved via voluntary strike-off in September 2020.

Rochelle told MailOnline: 'I've registered multiple company names in the past which is not uncommon.

'Business is sometimes trial and error to get to where you ultimately want to be and that is where I am now; with a business which I'm immensely proud of creating - The Dolls House Salon - and which I strongly believe in.'

It comes after it emerged The Dollshouse Salon owes £65,000 and has just £500 in assets, according to Companies House.

The sums are in stark contrast to the lavish lifestyle Rochelle portrays for herself on social media.

Crunching numbers: Rochelle's The Dolls House salon in Milton Keynes owes £65,000 and has just £500 in assets, according to Companies House

She previously told MailOnline: 'As many hairdressing salon owners will tell you the hairdressing industry was severely affected by the pandemic.

'I had to close my salon for nearly a year. My salon has not fully recovered from the pandemic and the new cost of living crisis presents another challenge.

'This is no secret! I have been very open and honest about this on my social media channels and it's a big reason why I applied for The Apprentice.

'I hope to show that my belief in my dream is strong, and I won't be deterred from achieving my ambitions.