The Apprentice star and winner Harpreet Kaur says it was time to remove ‘labels’, which defined entrepreneurship and shared her advice for new start-ups.

Harpreet Kaur also has some advice for anyone appearing on the hit TV show in the future.

Harpreet who runs Oh So Yum dessert parlour in Bradford, won the 2022 series of the popular BBC One programme and secured a £250,000 investment from Lord Sugar.

Her Bradford branch attracted queues of people when it opened on White Abbey Road in August 2022.

Among its first customers were a number of well known faces from The Apprentice – including fellow finalist Kathryn Louise Burn, Akeem Bundu-Kamara, Stephanie Affleck, and Brittany Carter.

In 2023, Harpreet bought Lord Sugar’s stake in her business, giving Harpreet and her sister, Gurvinder Kaur, full control of the enterprise.

With the new series underway Harpreet has this advice for any future candidates.

She said: “My advice to the candidates would have been not to hide in the background and put 110% in. I know that sounds cliché to say – but as I’m sure we’ll see as the episode goes on – by hiding away, you’re not doing anything.  

You’re not showing your weaknesses, which you could then potentially defend, and you’re not showing any of your strengths.

Lord Sugar, as an investor and with his type of personality, we all know from watching the series for years, he doesn’t warm and gel well to people that just stay quiet. If you’ve got something to say, you need to say it.” 

Harpreet who has been a great supporter of women in business but she felt it was time to remove ‘labels’, which defined people’s talents.

She commented: “I am a huge supporter of women, not just women in business, but women trying to be the best version of themselves – whether that’s in their career or personal lives. I feel that historically and culturally – in my element as well – there have been extra obstacles that women face.

My advice to women going forward would be to internally remove those labels.”

I know that sounds quite difficult, but by labelling ourselves as ‘women in business’, a ‘woman walking into a boardroom’ – you’re already potentially placing limiting beliefs – not only just on yourself but potentially in the minds of others that might not have the same mindset.”

She added: “I’ve always conducted myself, not as a South Asian female entrepreneur and Punjabi girl, I conduct myself as a human being that is passionate about business and wants to be the best version of myself – and to bring the best version out of others. 

Whether you are female, [have a] different gender, different sexuality, it is not relevant to what you’re trying to achieve.

We all have potential and in today’s society, we have the same opportunities, so don’t let a label define you. Use it as your superpower, as opposed to something that may limit you.”  

Harpreet said the ability to sustain a business was more difficult than it has ever been.

She said: “My heart goes out to all business owners out there in the UK at the moment. The climate is difficult, not only for existing businesses, but for start ups. I set up a business over 10 years ago, all the way back in 2015, and whilst business has always been difficult, the barriers to entry now are so high.  

Even once you’re in, and you’ve set up your business, the ability to sustain that due to rising costs is a mission in itself.

Firstly, for start up businesses, if you’re an entrepreneur, you need to be ready; not just for the rollercoaster of starting a business, running a business, identifying a gap, you are going to have to be able to pivot quite quickly.  

The world we operate in now, with the introduction of AI, things are moving fast like never before. When you couple that with rising tax rates, rising costs for businesses and a decrease in disposable income for customers – it’s tough to keep ticking.”