Holly Willoughby has been accused of being "greedy" by her fans for flogging a necklace for £450.
The This Morning host, 4O, advertised the jewellery as part of her Wylde Moon collection, but her followers baulked when they saw the hefty price tag.
The mum-of-three took to Instagram with a stylish video in which she appears from behind two golden doors sporting a black evening gown and elegant pendant.
Telling fans the jewellery would make a perfect gift for Valentine's Day she wrote: "Which piece from the @wyldemoon x @kirstielemarque jewellery collaboration will you fall for this Valentine’s Day…?
"Browse the full collection via the WYLDE MOON boutique."
However Holly seemed to have misread the room after fans flocked to the comments section complaining the necklace was too pricey.
One fumed: "£450 for a gold plated necklace with diamond chips with no information as to their source? This is greedy profiteering at its best."
Another complained: "Way too expensive for average person to get which is a shame as all lovely … a necklace is nearly my rent for month."
While a third asked: "Holly, can you lower your prices please? Lots of us cannot afford these lovely necklaces!"
Holly's wellness venture in which she's launched 'moon worshipping' jewellery and a tomato-scented candle for £65 was always going to be a gamble.
However the presenter said she doesn't care if people think she's "whacky' and is unfazed by public opinion.
“I'm not afraid of the reaction to it any more. If it doesn't fit with what your thoughts and expectations of me are, well then there's nothing I can do about it,” she said during her cover interview with Grazia.
“I can't change that. I don't want to change that. And I'm not going to change that. This is me,” she stated.
While Holly may have to bat off some fans' disapproval, she's set to do very nicely from the venture from a financial perspective.
The wellness brand has been compared to Gwyneth Paltrow’s Goop, which focuses on beauty, fashion and the actress' family life recommendations.
Business savvy Holly is described as a "serial entrepreneur" by PR expert Hayley Smith, of Boxed Out PR, who says the star could make as much as £12million from the world of wellness.
“First, Holly isn’t just a TV presenter, she’s a serial entrepreneur with several businesses already under her belt, including lifestyle brand Truly. So she understands industry and demand,” Hayley told the Metro.
She also added that Holly will likely capitalise on the growing interest in mental health and fitness as a result of the nation's lockdowns.
