Errrrm, can someone please explain to me why a bikini-clad Amy Childs is sat in a bath at her jewellery launch? Answers on a postcard please.

amy childs

The former 'TOWIE' star is giving Katie Price a run for her money in the I'll-do-anything-and-wear-anything-in-the-name-of-self-promotion stakes.

And whilst Amy stopped short of getting lathered up for the occasion, she'd definitely topped up her (fake) tan. And doesn't her orange hue show of the *gets abacus out* FOURTEEN pieces she's wearing a treat?

amy childs

Less is more Amy love, less is more.

The jewellery collection is the latest in an ever growing list of products that the reality star has put her name to.

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  • Amy Childs For Mikey London Photocall

    LONDON, ENGLAND - OCTOBER 24: Amy Childs attends a photocall to launch her jewellery collection with Mikey London at The Millenium Hotel Mayfair on October 24, 2012 in London, England. (Photo by Danny Martindale/Getty Images)

  • Amy Childs For Mikey London Photocall

    LONDON, ENGLAND - OCTOBER 24: Amy Childs attends a photocall to launch her jewellery collection with Mikey London at The Millenium Hotel Mayfair on October 24, 2012 in London, England. (Photo by Danny Martindale/Getty Images)

  • Amy Childs For Mikey London Photocall

    LONDON, ENGLAND - OCTOBER 24: Amy Childs attends a photocall to launch her jewellery collection with Mikey London at The Millenium Hotel Mayfair on October 24, 2012 in London, England. (Photo by Danny Martindale/Getty Images)

  • Amy Childs For Mikey London Photocall

    LONDON, ENGLAND - OCTOBER 24: Amy Childs attends a photocall to launch her jewellery collection with Mikey London at The Millenium Hotel Mayfair on October 24, 2012 in London, England. (Photo by Danny Martindale/Getty Images)

  • Amy Childs For Mikey London Photocall

    LONDON, ENGLAND - OCTOBER 24: Amy Childs attends a photocall to launch her jewellery collection with Mikey London at The Millenium Hotel Mayfair on October 24, 2012 in London, England. (Photo by Danny Martindale/Getty Images)

  • Amy Childs For Mikey London Photocall

    LONDON, ENGLAND - OCTOBER 24: Amy Childs attends a photocall to launch her jewellery collection with Mikey London at The Millenium Hotel Mayfair on October 24, 2012 in London, England. (Photo by Danny Martindale/Getty Images)

  • Amy Childs For Mikey London Photocall

    LONDON, ENGLAND - OCTOBER 24: Amy Childs attends a photocall to launch her jewellery collection with Mikey London at The Millenium Hotel Mayfair on October 24, 2012 in London, England. (Photo by Danny Martindale/Getty Images)

  • Amy Childs launches debut jewellery collection

    Amy Childs launches her debut jewellery collection for Mikey London at the Millenium Mayfair Hotel, London.

  • Amy Childs launches debut jewellery collection

    Amy Childs launches her debut jewellery collection for Mikey London at the Millenium Mayfair Hotel, London.

  • Amy Childs launches debut jewellery collection

    Amy Childs launches her debut jewellery collection for Mikey London at the Millenium Mayfair Hotel, London.

  • Amy Childs launches debut jewellery collection

    Amy Childs launches her debut jewellery collection for Mikey London at the Millenium Mayfair Hotel, London.

  • Amy Childs launches debut jewellery collection

    Amy Childs launches her debut jewellery collection for Mikey London at the Millenium Mayfair Hotel, London.

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  • Amy Childs launches debut jewellery collection

    Amy Childs launches her debut jewellery collection for Mikey London at the Millenium Mayfair Hotel, London.

She also has her own fashion collection, perfume, sportswear and beauty products.

Pricey must be quaking in her own-brand riding boots.

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Has Amy been taking inspiration from Katie Price's photocalls? We think she might have...

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  • Katie Price 'Precious Love' Perfume Launch

    LONDON, ENGLAND - NOVEMBER 17: Katie Price attends a photocall to launch her 'Precious Love' Perfume at The Worx on November 17, 2010 in London, England. (Photo by Ian Gavan/Getty Images)

  • Katie Price Launches KP Rocks

    LONDON, ENGLAND - NOVEMBER 07: Katie Price attends a photocall to launch her new venture 'KP Rocks' at The Worx on November 7, 2012 in London, England. (Photo by Ben Pruchnie/Getty Images)

  • Katie: My Magazine Launch - London

    Katie Price during a photocall to launch Katie: My Magazine at the Worx Studio in London.

  • Katie Price Clothing Range Signing - Photocall

    THURROCK, ENGLAND - JANUARY 08: Katie Price attends a photocall to promote her 'KP Baby' and 'KP Equestrian' clothing ranges at Lakeside Shopping Centre on January 8, 2011 in Thurrock, England. (Photo by Ian Gavan/Getty Images)

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • The Many Looks Of Katie Price

  • Katie Price Launches Summer Lingerie Range For Store Twenty One

    LONDON, ENGLAND - MAY 29: Katie Price and her finace Leonadro Penna launch her new summer lingerie range for Katie's Boutique available exclusively at Store Twenty One at The Worx on May 29, 2012 in London, England. (Photo by Tim Whitby/Getty Images)

  • Katie Price launches her new novel 'In the Name of Love' at the Worx Studios. London, England - 21.06.12 Mandatory Credit: Daniel Deme/WENN.com

  • Katie Price Photocall - Milton Keynes

    Katie Price launches her new swimwear, nightwear and lingerie range at Store Twenty One in Milton Keynes.

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