As the latest batch of wannabe entrepreneurs pit their wits on Lord Sugar's 'The Apprentice', one young woman in Cheltenham could certainly teach them a thing or two.
Jessica Earl didn't wait for a reality show to fund her business idea - she is the driving force behind Earl's & Co on Regent Street - a unique whisky, cigar and grooming 'club' for gentlemen (and ladies) which is causing a real stir in the town.
Her story is remarkable - from leaving school 'early,' to landing Sir Richard Branson as a business mentor and building her own business from scratch at the tender age of 24.
"School didn't really suit me, I was expelled aged 15 and sent to live in Brighton where I finished school but unfortunately I left with no GCSEs," said Jessica.
"I didn't get on with people telling me what to do but I always had a really strong work ethic. I didn't want to be at school for eight hours a day. I thought this is time I could be working, doing something."
Jessica enrolled on a beauty therapy course at Chichester College and found the approach to teaching a refreshing change to the school regime.
One of her lecturers from the college, Jane Crossley, visits Earl's and Co. regularly.
"She bought out the best in me and made me realise I wasn't a child anymore - she made me grow up."
Staying in Chichester after college Jessica took a job on a Dior counter but her heart was set on a job with Virgin as an in-flight beauty therapist.
After failing at her first attempt to land a job with the airline, she persisted and a few months later won her Virgin wings and began a dream job as an in- flight therapist on the airline's Upper Class journeys out of Heathrow.
On-board her regular clients included Royalty, Celebrities and High-powered Business people.
"I loved every minute of it," said Jessica.
After a joyful year in the air, redundancy struck and Jessica began working in the Virgin Upper Class Lounge at Heathrow offering therapies to travellers on the ground instead.
It was here that Jessica had her business highlight when a certain Richard Branson came in.
"I told him my business plan, I was so excited to share my big idea." The idea involved male grooming, whisky and cigars.
"Richard Branson told me to write my business plan and gain some capital, so that's what I did!"
Jessica had heard there were a lot of investment bankers living in the Cayman Islands - bankers who may be interested in a young entrepreneur with a brilliant business idea.
"That didn't really work out - I spent a lot of time soul searching on beaches and massaging in the hotel I was working at" she said.
When her partner Nick Cowling, 30, a marine engineer in the Royal Navy, came to visit her in Cayman they both decided to head back to the UK to set about a new adventure.
Nick left the Navy and the couple embarked on a new life working on mega yachts around the world.
Eventually Jessica found her investor - Mike Carr, 45 - a captain on one of the yachts she had been working on.
"I told him my business plan and he said 'I'm in!' The great thing about my investor is that he didn't just invest money, he invested in me and continues to be a great mentor"
"He's never actually been here. He knows that I put everything into this and knows it is doing well.
The search for the perfect place for Earls & Co involved just three places - Cheltenham, Oxford or Bath.
Having visited Cheltenham during the Literature Festival Jessica had been impressed by the vibrancy of the town.
"It was pouring with rain and there were all these people out there buying books - I thought, has no-one heard of Amazon?!"
"I stayed around for a few days doing more research and decided Cheltenham was exactly the right demographic for my business - it is the smallest big city in England and I love it."
Jessica had a clear concept from the start - to create an environment like no other 'beauty salon' in Britain and to treat customers how she would like to be treated. Clients are made to feel like the most important people in the world at Earl's & Co. whether they are having their monthly haircut or are celebrating a wedding or birthday .
You won't find any pot pourri in the beautifully designed interior of Earl's & Co but you will find bespoke Chesterfield furniture; a pair of extremely rare vintage Takara Belmont barber's chairs and a selection of some of the coolest whiskies on the planet to sip.
Walking in, you are greeted by a stunning hand crafted mahogany bar - one of many items sourced personally by Jessica"
I wanted the feel of a modern, stylish gentleman's barbers downstairs, this is a men's area- it should feel manly!"
"The ladies Champagne Nail & Beauty Bar screams luxury and relaxation. There are no typical salon contraptions; just comfortable chairs and pretty furniture- and who doesn't love listening to the Rat Pack on the stereo while they're being pampered!"
Richard Branson may have given the young entrepreneur a few tips - she once vented her frustration in an email to him with a 'grrrr' note - but the driving force behind Earl's & Co is definitely Jessica herself.
"He has given me a lot of advice and when Earl's & Co was written about on the Virgin website, sighting Richard as my main inspiration, he was delighted."
The ambition is now to have multiple branches in the UK starting in London and branching abroad into cities including Boston, USA.
"Business in Cheltenham is growing very well. Cheltonians understand the concept and are telling their friends. It seems it suits individuals, couples and groups, which means we haven't found a dull moment yet! "
"I've been working long days, seven days a week but it is so worth it - I want Earls & Co to be a trusted brand across the UK and further afield."
Jessica started her career treating celebrities and businessmen, "not a lot has changed" she says, "Our clients vary in age and situation, the clients that are in the public eye don't feel exposed here and the clients that aren't feel a sense of luxury that has been forgotten in so many salons now."
"I love being here, I hope others do too"
