Holly Willoughby swapped TV presenting for a shift behind the till as she opened her very own pop-up shop over the weekend.
On Saturday the This Morning and Dancing On Ice host headed to the London Coliseum to see the Wylde Moon store after she collaborated with the English National Opera (ENO) last month to launch her very first fragrance.
Holly, 41, launched her lifestyle brand Wylde Moon last year after being inspired by sound baths during her time in Australia in 2018 when she stepped in for Ant McPartlin to host hit reality show I'm A Celebrity... Get Me Out of Here! alongside Dec Donnelly.
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Wylde Moon is a lifestyle website that explores topics from "beauty and fashion to energy and healing" but also featured its own boutique where Holly has launched her perfume, named (borrowed from) The Wild, as well as two candles and a reed diffuser, and sparkling 12-piece jewellery collection alongside Kirstie Le Marque.
The pop-up shop featured all off Holly's products and she excitedly shared a video of herself outside in the spring sunshine. "I'm here," she excitedly said to the camera. "This is the shop window. We're here at the Coliseum. We've taken over completely in a shop and we've got the book, the perfume, the candles. All sorts of lovely things."
"I've never had a shop window before. It's quite exciting," the mum-of-three added before wondering if she could sit in the window before suggesting it was a 'dumb thing' to do.
A short while later Holly became store clerk for the day by packing gifts for her customers. She was snapped wearing a slate grey blazer jacket which she wore over a low-cut white blouse with thrilled edges detail. She teamed it with a pair of black skinny jeans and beige ballet pumps with black detailing on the toes.
Holly kept the laid-back look going with minimal, natural make-up and her trademark blonde locks with tied back into a messy ponytail.
On Friday, Holly took to Instagram make-up free as she got on with signing several copies of her book Reflections ahead of Mother's Day. The video showed the TV star looking radiant and she shared it with her 7.7 million Instagram followers and wrote: 'Morning!!! Busy signing copies of my book #REFLECTIONS today… just in time for Mothers Day… also Happy Birthday @eltonjohn… link to order in my bio xxx"
She started the video by saying: "Good morning everybody! Happy Friday. It is a lovely day outside, it's also Elton John's birthday, I'm listening to Elton - happy birthday. Sunday is Mother's Day, and I've got a list of books here that have been sent.
"Which is so lovely, people are giving them to their mummies for Mother's Day,' Holly said, as she read one of the inscriptions out. This one is for Sarah, I'm signing it for Helen, and it's on its way, I'll make sure it gets there before Sunday."
Holly has since shared a look at her own Mother's Day morning before heading to host the final of Dancing On Ice. She posted a picture on Instagram of her kitchen table which featured a plate of pancakes and a mug which had her name written on.
"Nothing says Happy Mother’s Day more than your name on a Pancake… thank you Harry!" she wrote alongside the post before adding another picture of her daughter's plate across the table. "Belle likes pancakes with her cream… Happy Mothers day to you and yours," Holly said.
