Shannon Martin, a former candidate on this year’s The Apprentice, has launched the business idea that she pitched to Lord Sugar.

Nori Ivy is a brand new wedding gown collection, manufactured in the UK, founded by Shannon and curated by her own in-house designer, Anna Riley-Dibb.

Shannon, who runs Dotty Bridal in Holmfirth, left The Apprentice in week two to pursue her passion to bring to market her new bridal collection.

Shannon said: “Whilst I was truly grateful for the opportunity to be part of The Apprentice, being picked out of thousands of applications, I discovered early on that the process wasn’t for me.

“I know that my exit was a shock to many but it was the right decision for me. I came to the realisation that I didn’t need a business partner to make Nori Ivy a success, I could do it on my own, alongside my amazing team at Dotty.”

Shannon already has two thriving businesses, Dotty Bridal and Off-The-Peg bridal outlet, in Holmfirth and at The Edit in Saddleworth.

Shannon added: “Having been part of the wedding industry for over 10 years, we’ve seen that there is a real lack of British bridal designers that have their gowns manufactured here too.

“We’re proud to have been able to bring this bridal collection to life, featuring innovative designs, exquisite fabrics and bespoke customisation for each bride.”

The collection of 14 gowns were revealed for the first time during a fashion show held at the Manor House in Lindley and modelled by Apprentice finalist Victoria Goulbourne.

The Nori Ivy collection is now live and can be viewed online at or by visiting Dotty Bridal’s newest store, The Edit, by appointment only.