Thinking about her spendy habits, I can now see why she got rid of her limited company.
Sole traders have much more freedom around what they class as business expenses than company directors do. I'd be willing to bet that she's setting most of what she buys against tax.
So, all that crockery? She needs it to display her cookery
Thirty bleeping sideboards? Essential storage for her business
Overnight trip to Dublin? That was for a paid interview
Half her rent? Well, she needs a room to use as an office, another as a photography studio, a third for videos and interviews - and, of course, her kitchen is essential to her work, too
Viv Westwood dresses? Worn to awards ceremonies, which are so important for marketing
She might even get away with claiming her weekly Ocado order is needed for recipe development!
She's bound to be well above the VAT threshold, so gets to claim back 20% of non-food items that she buys straight away.
For anything consumable or expendable, she'll be able to claim the rest back in the same year... and for everything else, she can write off the depreciation - probably something like 20% of the value each year for five years.
If she were on PAYE earning what she does, she'd be paying well over £50k in tax a year (income tax plus EE & ER NICS). I'd love to know what she actually pays.