Luxurist Magazine had the pleasure of spending time with Raj Chohan, the dynamic BBC Apprentice 2024 candidate. From manifesting her dreams of meeting Lord Sugar to thriving in the male-dominated property and finance industries, Raj’s journey is a masterclass in resilience, ambition, and embracing her heritage.
The photoshoot transformed Raj with outfits from Sherni London, a beautiful store at Ditton Manor, specialising in Asian clothing for people of all body shapes, adorned with jewellery from Meraki and Saima Akram completing the look with perfect make-up. It was a stark contrast to her usual work attire, but she carried it with grace. “It’s definitely different from being on a building site or in my office,” she remarked with a laugh. “It’s nice to celebrate myself for a change.”
The Apprentice Experience
When asked about her time on The Apprentice, Raj described it as one of the toughest yet most rewarding experiences of her life. “… it’s edited and cut, and it’s supposed to be a little bit of entertainment plus business. But being there, it was really hard.” she shared. “I love stressful situations, and I thrive in them. So, if I had to do it again, I absolutely would.”
Meeting Lord Sugar, a long-time goal inspired by a conversation with her daughter, was a defining moment. “My daughter if there was anybody you want to meet in the world, who would it be? And I thought she was expecting me to say, like, a pop star Beyonce or something. And I thought about it, and I said, I can’t think of anybody. And I went, actually, Lord Sugar.” So the seed was planted and applying for The Apprentice became Raj’s way of making it happen.”
Though daunting, her time with Lord Sugar exceeded her expectations. “He’s intimidating but fair. I didn’t spend as much time in the boardroom since I won most tasks, but when I did, I found him sharp, insightful, and everything I imagined.”
Representation and Bonds of Brotherhood
One of the standout aspects of Raj’s Apprentice journey was her camaraderie with fellow contestants, particularly Virdi and Paul, both South Asians. “We were like siblings. Even others on the show noticed our bond—it was unbreakable,” Raj explained. “It’s something deeper than friendship. They’ll always be my brothers.”
As a South Asian woman on national television, Raj recognizes the significance of her representation. “: I definitely felt proud of being part of it and being represented. But I actually never went in to represent. So, I’m proud that that’s come off the back of it. And it’s just, it’s made me realise, and I’m hoping it’s showing other people, there’s no age limit. There’s no time. You know, when you get an opportunity, take it and do it. And you know what? Like, when I was in The Apprentice, I was worried. What are these people going to look at me today? People are going to be like, judging me on this. But you know what? You’ve got to know deep down, I’m going to do something wrong? I’m going to do something good? I’m not doing anyone harm. I’m enjoying my life. I’m going to carry on..”
Life After The Apprentice
Since her time on the show, Raj has been busier than ever. Alongside her husband, Yuvraj, she runs Golden Key, a thriving business specializing in mortgages, property development, and serviced accommodations. “Our day-to-day involves everything from liaising with solicitors and architects to managing building sites and overseeing lettings. It’s a lot, but we love it,” she said.
The hard work hasn’t gone unnoticed. Raj hinted at a major announcement on the horizon, involving partnerships with blue-chip companies. “It’s been years of grind—seven-day workweeks, sleepless nights—but seeing it all come together is incredibly rewarding.”
Despite her demanding schedule, Raj prioritizes family and finds ways to balance her many roles. “It’s all about communication and respect. I aim to cook fresh meals, get my steps in, and handle work efficiently. Of course, things don’t always go to plan, but I maximize my time and carry forward what doesn’t get done.”
Building Wealth and Wisdom
Raj’s entrepreneurial success is rooted in discipline and a pragmatic approach to finances. “One of the hardest things today, especially with social media, is the pressure to appear successful before you truly are,” she cautioned. “Strip down unnecessary expenses. Invest your earnings wisely, and let your investments fund your lifestyle. That’s the key to financial freedom.”
Reflecting on her journey, Raj shared her and Yuvraj’s humble beginnings during the 2008 financial crisis. “We lost our jobs and had to take out a small loan just to pay the bills. From there, we tried everything—made-to-measure blinds, sliding wardrobes—until we found our footing in property and finance.”
Their persistence paid off. Raj eventually sold her business for six figures and transitioned into larger ventures. “It wasn’t easy, but the sacrifices were worth it. My advice to anyone starting out: don’t rush. Lay a strong foundation and keep building.”
Raj’s Legacy
Raj’s story is one of grit, grace, and gratitude. From her early struggles to her current success, she embodies the spirit of perseverance. “I’ll never regret the challenges—it’s all part of the journey,” she said.
As we wrapped up our conversation, Raj reflected on her ultimate goal. “I want my children and others to see that no matter your background, you can achieve great things with hard work, determination, and a little manifestation. Life is what you make of it.”
Raj Chohan isn’t just a business powerhouse; she’s a symbol of what’s possible when ambition meets authenticity. Whether on a building site, in the boardroom, or gracing the pages of Luxurist Magazine, she continues to inspire with her story, proving that true luxury lies in living a life of purpose and passion.
Raj talks about Manifestation, Family Life, Social Media and Business on our YouTube channel. See the full interview https://www.youtube.com/@LuxuristMagazine
Outfits: Sherni London – Beautiful clothing for every body
Jewellery: Meraki – stunningly designed jewellery
Makeup: Perfect Makeup by Saima Akram
Instagram: Raj Chohan
Instagram: The Apprentice
