No one's looking at the bling! Amy Childs wears a gold bikini in the bath... to launch her bejewelled baubles

As an emerging business woman Amy Childs is showing her savvy side by playing to her strengths.

The former star of The Only Way Is Essex launched her very own jewellery range on Wednesday afternoon but may have distracted slightly from the collection.

Amy, 22, stripped off and put her curvy body and ample cleavage on display in a gold bikini.

Big talent: Amy Childs launched her own jewellery range on Wednesday in London, but bizarrely chose to wear a bikini to the event

Playing to her strengths: Amy put her large breasts to good work as she clipped a big broach to the middle of her bikini top

The reality TV star was tanned up to the max and had a face full of make-up on as she posed at the Millennium Mayfair Hotel, in London.

Amy looked in great shape with her slim figure and large chest taking centrestage but her Mikey London jewellery played second fiddle.

Passersby would have been forgiven for thinking that Amy was actually modelling swimwear, especially as she slumped herself in a bath for part of display.

Golden girl: Amy launched her jewellery range at the Millennium Mayfair Hotel but hardly put an emphasis on the collection

The redhead did, however, wear some of her bangles on her arms and had rings on her hands.

Amy highlighted her assets by pinning a large brooch to the middle of her bikini top and also wore a diamante collar necklace.

When she lay in the bath with even more of her collection draped over her legs, Amy added even more bling to her reem show.

Smart thinking: The reality TV star will be hoping her obvious assets are a big help when it comes to jewellery sales

The tub was bizarrely flanked by two gazelle heads that were bejewelled and sat in front of two big pictures of Miss Childs.
After her eye-popping display Amy tweeted: 'Such a great launch today with my brand new jewellery with @mikey xxx'.

Amy has been busy promoting herself a lot recently including her own perfume fragrance and a sports range with Lonsdale.

Dressed down: Amy seen near her boutique in Essex in more casual attire