Sam Faiers in secret turmoil with ‘struggling' partner Paul after she quietly killed Knightly brand to focus on herself
But we can reveal everything is not as peachy as it seems for the former Towie star.
Sources close to the Towie beauty have revealed her partner Paul Knightley still hasn't proposed - despite being together since 2014 and sharing three children.
And insiders close to the couple say it won't be happening any time soon, as Paul has been "struggling with the dynamic' as Sam's business ventures reach new peaks.
Friends say the former property developer is also 'disappointed' that his surname has been axed from one of her companies, causing him to "drag his feet".
'Main breadwinner'
We can reveal that Knightley Adventures, a bath product company for children is no longer trading under that name. Instead, Sam's collection with Tesco now appears to have been renamed The Sam Faiers Edit.
One friend said: 'It's no secret Sam has always been the main breadwinner, but over the last couple of years, she has become a business magnate to rival Kim Kardashian.
Sam is now thought to be worth about £9 million thanks to Revive Collagen and her range with Tesco.
'Without meaning to, the dynamic in the house has changed and people suspect that Paul is starting to feel like he has been left behind.
'While Sam was once desperate for a proposal, things are different now and she's got her dream life and doesn't feel she needs the tag any more.'
Paul was working as a property developer when he met Sam on a night out at famous Essex haunt Sheesh.
He then went on to start up an online clothing company with Sam, known as All Bits London.
The company was later rebranded as Saint Avenue, but Sam resigned director soon after.
While Paul is still listed as director and the company is still active - however there is no trace of the website anymore.
Paul also appeared on the family TV show, before Sam stepped away from in 2021.
The show wasn't the best PR for Paul, who fans branded 'lazy' and 'unsupportive' towards Sam.
He was trolled by viewers when in one scene he kissed his mum on the lips - resulting in Sam speaking out to defend him.
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Jet-set lifestyle
Meanwhile, Sam's solo ventures are thriving.
This week Sam jetted off to America once again with her £26m brand Revive Collagen - which she launched in 2020 with business partner John Bailey.
Looking incredible, Sam slipped into a skintight cream dress as she posed at Joshua Tree on a brand trip advertising the product.
She gushed about her latest success, telling fans: 'As our US trip comes to a close, I've been reflecting on this journey with a full heart. Launching with @ultabeauty is a moment we'll never forget a true milestone for our brand.'
The move means her already hugely successful company, which raked in £26 million last year, is well on course for its predicted £100m revenue goal for the next few years.
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Pals say Sam has grown close to her business partner John who has become a real confidant for her, not just over matters for their brand, as they travel the world together, building an empire.
They previously spent time in Los Angeles, alongside Kim Kardashian's hairdresser Chris Appleton.
In November 2023 , Sam revealed that Chris is her new Global Business Ambassador for her brand Revive Collagen in a huge deal.
Amanda Holden is also an ambassador for the ready to drink collagen brand - and was seen looking incredible in her bikini as they shot their latest campaign in Spain alongside Sam, who has carefully managed every step for Revive.
Another friend said: 'Paul is of course incredibly proud, no one could ever have predicted how successful she would be.
'His own career has taken somewhat of a back seat as he helps keep some sense of normality with their three kids at home.'
His mum Gaynor has become even more of a support to him as he takes over household duties.
The family are now living in a lavish, newly renovated £2.35million house in Surrey, which boasts a garden so big it resembles a park.
In the past Sam has been very open about marriage and has been insistent that it will still happen.
Speaking to sister Billie on their podcast The Sam & Billie show, which is currently on hold , Sam admitted: 'We've had a lot of pressure from people who watch our show and people ask 'why aren't you married yet, when is it going to happen?
'I know we will get married – but I'm so grateful that we have it all to look forward to and in our relationship, we've done the hardest bit (having kids). It is a big challenge and change for a couple.
'I know it's not the right or correct way round but it doesn't matter. But we have done the hardest bit and then hopefully the marriage will be a success and last forever!'
Sam was a glamour model when she won a coveted spot on The Only Way Is Essex.
She burst onto our screens as Lauren Goodger's love rival and started dating Mark Wright, before moving on to Joey Essex, who proposed to her on the show. She was an instant hit.
After four years and countless headlines, Sam moved on with dreams of expanding her clothing store - Minnie's Boutique - which she opened with sister Billie at the height of their fame.
A year after leaving the show, away from the cameras, Sam met Paul Knightley on a night out at famous Essex haunt Sheesh.
Fans were surprised as for the first time ever, her private life wasn't so public with property developer Paul keen to keep out of the limelight.
After just ten months of dating Sam fell pregnant with their first child - who they also named Paul - and their romance looked very much set in stone.
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Now, the sisters are gearing up to return to telly for a new TV show - Sam & Billie: Sister Act.
While their previous show was very much centred around the family, the focus is now very much on the women.
Sam told her fans it would follow them as they 'navigate careers, motherhood, and relationships'.
An insider added: 'The fact that Sam has put her career first in that really says where her head is at the moment. She is incredibly driven and wants to bring people along for the ride.
'Big Paul is taking a secondary role, and will be keeping the cogs turning back at home. A wedding certainly doesn't seem to be on the agenda any time soon.'
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