Sam Faiers has set her sights on becoming 'the next Holly Willoughby ' after signing a huge new deal.
The former TOWIE star, 31, was recently believed to have 'vowed never to return to Essex' amid hopes of ditching her former image for good.
Reality TV star Sam moved into her luxurious Surrey mansion with partner Paul Knightley before the pandemic struck in March 2020, and the pair have been enjoying the sights of the quaint countryside ever since - but the big move is only the start for Sam.
The proud mum-of-two, who shares son Paul Jnr, six, and daughter Rosie, four, is reportedly hoping to follow in the footsteps of This Morning star Holly Willoughby in terms of her career.
Sam, who is gearing up to welcome her third child with Paul, is 'keen to carve out a new identity for herself', according to insiders.
Speaking to Closer magazine, a source told: "Sam believes that ditching her Essex roots and immersing herself in the Surrey community - where she has already made a number of celebrity pals - will help her to create a more exclusive and high-end image of herself.
"It's further motivated Sam to continue to build her empire too. She wants to expand into other countries and even launch her own parenting app and lifestyle platform - like her idol Holly."
The news follows Sam's announcement last year that she had signed an exclusive deal with Tesco, said to be worth £3 million, to launch a baby bath range.
Much like Holly, Sam has already published her own baby book, My Baby and Me, which was released in 2016, as well as collaborating on a pushchair range in 2018.
Sam's decision to quit The Mummy Diaries alongside sister Billie is also to do with the fact she wants to take her life in a different direction, the source adds.
"The real reason was that Sam wanted to try a new direction," the insider claimed.
It comes after a source recently told Heat Magazine that Sam is keen to ditch her Essex image and leave her TOWIE roots behind her.
"She wants to continue building her brand as an affluent homemaker. She really looks up to Geri Halliwell and Victoria Beckham and wants to follow in their footsteps of giving herself an epic transformation," the source told.
And Sam's image overhaul has reportedly caused some tension between herself and her friends back in Essex.
The source went on: "It's caused a bit of tension with her friends and family as they can't help but feel that Sam is ditching her Essex roots, but Sam has been clear that she's not shutting everyone out of her life.
"Everyone is welcome round to visit anytime they like, but they won't be catching her having a night out in Faces anytime soon.
"She's worked hard to shed her Essex past and all the stereotypes. She's proud of how far she has come. She's just changed and wants a better life for herself."
The Mirror has reached out to Sam's representatives for comment.
