Martha Stewart, cupcake queen of America, set to invade the UK

National salvation is at hand – Britain will at last learn how to prepare the perfect eggs Benedict

Watch out Delia; move over Nigella. Martha Stewart, the erstwhile disgraced diva of US domesticity, has designs on your kitchens. The American cultural icon and former jailbird, who has spent nearly three decades coaching women across the Atlantic on how to keep the perfect home, is preparing an assault on these shores, starting with a British version of her phenomenally popular Martha Stewart Living magazine.

The launch next month is part of a global plan to sow the Stewart seed, which is once again thriving despite the stint its procreator served behind bars in 2004 for insider trading. Her plans for the UK include four magazines that will dish out advice on everything from recipes to weddings; a kitchen-full of Martha Stewart-licensed products; and her own television show.

Stewart, 69, who controls all aspects of her company, Martha Stewart Living Omnimedia, despite being barred from running it until 2011 because of her conviction, claimed she was feeding a latent British appetite for her take on domestic life. "Whenever I travel abroad, I meet many people who love our magazines and want them where they live. I'm delighted to be offering our informative and inspiring creative content to a new and growing audience of consumers who are passionate about cooking ... crafting, weddings and more," she said.

One potential flaw in her plan, which will pitch her head to head with our own domestic goddess, Nigella Lawson, in the pots and pans department, is that last time Ms Stewart tried to enter the UK she was barred. Her visa was blocked two years ago when she had hoped to come for a business trip to film a series of segments at the likes of the Wedgwood potteries in Stoke-on-Trent and Daylesford Organic farm store. Her British publisher, Michelle Grant, said yesterday that while broadcasting commitments would keep Stewart from coming to the UK for the launch of her magazine, she was planning to visit "within the next six months". Ms Grant added: "Judging by the amount of interest we've had so far she'll have to stay a long time."

It remains to be seen whether Stewart's apple-pie take on life will find favour in Britain. The first issue, out on 16 September, will be heavy on Halloween content. It hopes to hit a circulation of 50,000, some way shy of the 11 million copies it sells every month in the US, where it is hard to avoid Stewart's clutches. As well as her updates to her two million followers on Twitter, she recently extended her reach with the launch of a line for the pet-care retailer PetSmart. Even so, her firm sank to an operating loss of $12m (£7.6m) last year on revenues of $249m.

Among the gems of advice Stewart, who served only five months in prison, likes to dish out are tips such using a pair of nail scissors to snip around egg whites to create the ideal eggs Benedict. Then there's her tip for keeping on top of your house: "Whenever you leave a room, take a quick look around for anything that isn't where it should be. Pick it up and put it where it belongs. Insist that everyone in the household do the same."

PROMOTED VIDEO
News
ebooksAn unforgettable anthology of contemporary reportage
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs People

HR Manager - Kent - £45,000

£40000 - £45000 per annum: Ashdown Group: HR Manager / Training Manager (L&D /...

HR Manager - Edgware, London - £45,000

£40000 - £45000 per annum + Benefits: Ashdown Group: HR Manager - Edgware, Lon...

HR Manager - London - £40,000 + bonus

£32000 - £40000 per annum + bonus: Ashdown Group: HR Manager (Generalist) -Old...

Talent Manager / HR Manager - central London - £50,000

£45000 - £50000 per annum: Ashdown Group: Talent / Learning & Development Mana...

Day In a Page

Scottish referendum: The Yes vote was the love that dared speak its name, but it was not to be

Despite the result, this is the end of the status quo

Boyd Tonkin on the fall-out from the Scottish referendum
Manolo Blahnik: The high priest of heels talks flats, Englishness, and why he loves Mary Beard

Manolo Blahnik: Flats, Englishness, and Mary Beard

The shoe designer who has been dubbed 'the patron saint of the stiletto'
The Beatles biographer reveals exclusive original manuscripts of some of the best pop songs ever written

Scrambled eggs and LSD

Behind The Beatles' lyrics - thanks to Hunter Davis's original manuscript copies
'Normcore' fashion: Blending in is the new standing out in latest catwalk non-trend

'Normcore': Blending in is the new standing out

Just when fashion was in grave danger of running out of trends, it only went and invented the non-trend. Rebecca Gonsalves investigates
Dance’s new leading ladies fight back: How female vocalists are now writing their own hits

New leading ladies of dance fight back

How female vocalists are now writing their own hits
Mystery of the Ground Zero wedding photo

A shot in the dark

Mystery of the wedding photo from Ground Zero
His life, the universe and everything

His life, the universe and everything

New biography sheds light on comic genius of Douglas Adams
Save us from small screen superheroes

Save us from small screen superheroes

Shows like Agents of S.H.I.E.L.D are little more than marketing tools
Reach for the skies

Reach for the skies

From pools to football pitches, rooftop living is looking up
These are the 12 best hotel spas in the UK

12 best hotel spas in the UK

Some hotels go all out on facilities; others stand out for the sheer quality of treatments
These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

Widespread fear of Isis is producing strange bedfellows

Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
Topshop goes part Athena poster, part last spring Prada

Topshop goes part Athena poster, part last spring Prada

Shoppers don't come to Topshop for the unique
How to make a Lego masterpiece

How to make a Lego masterpiece

Toy breaks out of the nursery and heads for the gallery
Meet the ‘Endies’ – city dwellers who are too poor to have fun

Meet the ‘Endies’ – city dwellers who are too poor to have fun

Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

Ian Paisley’s decision to make peace with his IRA enemies

His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam