The 'vajazzle' loses its dazzle after hit TV show's supplier goes bust

It was billed as the biggest new beauty trend, made famous by the stars of The Only Way is Essex.

In the show's aftermath, an ITV poll found 54 per cent of respondents were considering the treatment. Miss Childs, who quit Towie and will soon star in her own Channel 5 show, is opening a salon in Brentwood where vajazzling was expected to be popular.

But the Towie supplier, Vajazzle.me UK Limited based in Golders Green, has called in AshtonsJWD to liquidate its assets. Managing director Claire Jacobs told Insolvency News that the company's difficulties were due to "some very bad errors in the beginning". Its accounts were due on November 11 but were not filed at Companies House. It is still trading on its website, selling "The Only Way is Essex Vajazzles" and a range for men called Pejazzles.

Ms Jacobs claimed vajazzling still remained popular, and pledged to continue selling the crystals through a new company, VCouture, launching next week.

A spokesman for Vajazzle.me today claimed that the liquidation was a "reorganisation" rather than a collapse, adding: "The company continues to go from strength to strength."