![]() Holly had previously said the brand was about "beautiful things that are of the highest quality, surprisingly affordable and designed to make your life easier". The homeware and accessories business had been compared to Gwyneth Paltrow Goop brand and was due to deliver a gorgeous range of fashion, baby, wellness, living and travel products. Get the news you want straight to your inbox. Peter Jones and Holly Willoughby were so close they went on holiday together Lifestyle brand Truly was set up by Tara and Holly in 2016, with Peter becoming chairman in March 2018, and was tipped to double the This Morning host's then estimated £11 million fortune.īut Holly dropped the bombshell she was withdrawing from the lucrative business venture at the last minute. The two families had been friends for more than 10 years - with Peter owning a 40% stake in Holly's husband Dan Baldwin's TV production company - and would regularly go on holiday together. To make matters worse, Holly's business ventures went on to thrive while Peter and Tara were left with a warehouse full of stock. Peter's long-term partner Tara Capp admitted they had once been "exceptionally close" but Holly walking away was "devastating". ![]() The Dragons' Den star, who is reportedly worth a whopping £65m, was reportedly breathing fire after Holly backed out of their huge £11million deal at the eleventh hour. There is usually a reason you shouldn't mix business with pleasure - as Peter Jones found out when he tried to make money with Holly Willoughby.
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