SAM Faiers' boyfriend Paul Knightley has released a new range of children's clothes called My Little Darlin.
The dad-of-two took to Instagram to share a snap of his kids Paul, five, and Rosie, three, modelling the clobber.
"We are live! @mylittledarlin after months of hard work and many obstacles along the way, we are finally here!" the 32-year-old posted.
"I hope you guys love my designs."
Sam, 30, was amongst the first to comment and congratulated her baby daddy: "So proud of you."
But fans of the Mummy Diaries stars were left unimpressed by the prices of the range with a babygro costing £26 and pyjamas coming in at £30.
"Beautiful designs. Unfortunately I can't afford that for just one pair of PJ's," one fan commented.
"Gorgeous but the price is absolutely ridiculous! £30 for one set of pyjamas? What if you have 2-3 children that's £90 for pyjamas," another added.
A third wrote: "Absolutely love these pyjamas. Designs are gorgeous. Although price is maybe for people who are slightly wealthier than others. Congratulations on the launch though."
A fourth added: "Stupid prices! £26 for a baby grow…. i'll be sticking with Billies range at asda thanks."
Sam is thought to be worth £8.8million and experts reckon Sam pockets upwards of £10,000 for a post to plug products on Instagram, where she has 2.5million followers.
Other ventures include fashion brand All Bits London, co-run with partner Paul, as well as a babywear and gifts range, My Little Darlin.
Those businesses were expected to turn over a combined £1.2million in 2019.
Shortly before lockdown the family moved into a £2.25million, five-bedroom home in Surrey.
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