Tycoon Lord Sugar has lent his support to a website selling sex toys.
The multi-millionaire sent a tweet out to his 1.6 million followers encouraging them to visit the Voluptasse website which sells vibrators, lingerie and sex games.
Lord Sugar, who can claim state pension from next week when he reaches the age of 65, has always been an advocate for British business.
He sent out the message after a plea from Voluptasse owner Melissa Macfarlane.
He tweeted: "@Lord_Sugar please can retweet my website voluptasse.co.uk. I'm a mum of 4 who's started my own business. It would really help xxxxx"
Pregnant Ms Macfarlane said she was "delighted" that he had sent out the message.
The 30-year-old from Blackburn, Lancashire, said his support would "really boost" the business which she set up in 2011.