There's a Scouser in this year's The Apprentice and she'll go to any length to win!

Liverpool is going to be represented again in this year’s new series of The Apprentice and Scouser Noor Balde Bouziane says she’s prepared to go to any lengths to win.

Noor will be one of 18 candidates battling to secure a life-changing £250,000 investment from Lord Sugar when The Apprentice returns to BBC1 on Thursday (February 1).

The 23-year-old, who was born in Spain and brought up in Toxteth with a Moroccan mum and Guinean dad, is going to be one of the youngest contestants. But she’s already thrown down the challenge to her fellow entrepreneurs that she’s not about to be beaten.

Fluent in three languages – Arabic, Spanish and Scouse! – she says she has “competitiveness in my blood” and she’s determined to come out on top and do whatever it takes to win the process.

Noor started her own jewellery company, Lux Lumier, when she was just 20 years old and she’s gone on to run it independently as the CEO.

She says it wasn’t part of her plan to be on The Apprentice until she was encouraged by a friend who told her she had the business, the idea and the attitude so she should apply,

“When I was in the audition I was looking around and I thought, it’s my turn to really be the voice for black, young Muslim women who come from Toxteth. People who have big visions but they just need the funds. I really wanted to be that voice and I want people to think, Noor did it, I can do it.

“I’ve always wanted to build a platform to represent all my black hijabis and show whatever you put your mind to you can achieve.”

Lux Lumier specialises in women’s and men’s jewellery, necklaces and chains, and statement rings which offer big impact bling for a budget price tag – almost everything currently for sale on the website comes in at a discounted £30 or less.

There’s also a collection of women’s and men’s fashion sunglasses in a range of bold colour options, all priced £10.

Like all aspiring young entrepreneurs, Noor has an active – and glamorous – Instagram for Lux Lumier on which she regularly models her own collections with Liverpool backdrops.

Noor says finding a business she feels passionate about, making her own opportunities and never giving up, has been key to her success so far.

As for her experience on The Apprentice, she says viewers will get to see her “raw self”. “Expect just Noor being Noor. You’ll see me overcoming a lot of obstacles and a lot of challenges.”

Noor is going to be up against 17 other ambitious candidates in the series, taking on all kinds of tasks from a virtual escape room to creating a new children’s cereal, as well as the discount buying and shopping channel classics.

Only one of them is going to walk away with the win and the massive investment, so why does she think Lord Sugar’s cash should be coming to Liverpool?

“My business is worthy of the investment because I will be able to generate a lot of money for Lord Sugar compared to other candidates,” maintains Noor. “My brand is something new and it offers the best accessories around.”