Worthing Entrepreneur Joins The Apprentice to Pitch AI Business

Melica Moshiri, a businesswoman from Worthing, is set to compete in the 19th series of The Apprentice, hoping to secure Lord Alan Sugar’s £250,000 investment and mentorship.

The 32-year-old entrepreneur runs Skill Torch, an AI-driven tech recruitment business. She aims to impress Lord Sugar with her profitable business model and minimal operational costs. Melica believes that with the tycoon’s guidance, her company can scale rapidly, stating, “Lord Sugar will be making a big mistake if he doesn’t invest in me.”

Melica, who joins 17 other candidates on the show, says she entered the competition to challenge herself and showcase her creativity, resilience, and confidence. She follows in the footsteps of Phil Turner, another Worthing-based contestant, who reached last year’s final with his family-run business, Turner’s Pies.

The new series of The Apprentice will feature a range of challenges, including creating a banking app for kids and developing a virtual pop star. Lord Sugar, alongside advisors Baroness Karren Brady and Tim Campbell MBE, will judge the contestants. The show returns on January 30th.