The niece of loudmouth electronics tycoon Sir Alan Sugar - currently firing people in the latest series of The Apprentice - is set to star as a feisty relative of the Mitchell family in long-running soap EastEnders.
Rita Simons whose previous claim to fame was starring in soccer soap Dream Team (which also featured fellow EastEnder Robert Kazinsky), will join the cast as Roxy Mitchell later this summer.
The 29-year-old who was once romantically linked to Robbie Williams said: Ive always watched EastEnders and its been my dream to become part of the Mitchell family.
As well as her small screen success, Simons was once in a Spice Girls-esque band. Girls@Play scored a top 20 hit in 2001 with Airhead, but split towards the end of the year. Her character in the band was Rita The Mechanic.