Remember the furore when Apprentice runner-up Luisa Zissman decided it was simply too much effort to figure out where the apostrophe should go in the name of her new business, Bakers’ Toolkit? Well, it seems that in the end she decided it was all too much bother and decided to ditch the apostrophe altogether.
The publicity-hungry candidate posed the question to her Twitter followers about where the apostrophe should go in her business’s new product, a cake-making set. Some thought it should be “Baker’s Toolkit”, others “Bakers’ Toolkit”. Ultimately, ignoring all rules of grammar, Luisa opted not to use an apostrophe at all.
An unrepentant Luisa describes ‘Apostrophe-gate’ as “the best unintentional PR stunt ever” showing that despite her poor grasp of English, she’s a smart cookie when it comes to business.
