“Go and do it” was the message to young Birmingham entrepreneurs as Made In Chelsea star Jamie Laing launched his brand new confectionery range in the city.

The reality TV star met hundreds of fans and posed for pictures at Selfridges, where his Candy Kittenscollection will be exclusively stocked.

Confectionary and entrepreneurism are two things that have played a big role in the life of the McVitie’s heir and he encouraged those with ideas in Birmingham to overcome any fears and push themselves to be a success.

Laing said: “People are too scared to go and do stuff. If you have an idea, then go and do it, you don’t want to regret it. There were so many times that we could have stopped this, but we pushed through and did it.

“Somebody once told me ‘business is paid in two currencies - cash and experience. Take the experience first because the cash will come later’ and that’s definitely true.”

The sweets, which are available in quintessentially British flavours Eton Mess, Apple & Elderflower, Peaches & Cream, and Sour Watermelon, were first thought up by Laing during a trip to the United States and he admits that he is living the dream of many children.

“We are the modern day version of Willy Wonka! My dream when I was a kid was to live in a world full of sweets which is what we’re doing now, so my dreams have come true in a sense.

“The idea was born from a sweet shop in New York called Dylan’s Candy Bar. I loved the shop and the way the sweets and candy were branded. It was completely different to here so I brought that back with me. If you want to be successful in business then you have to do something that you love and I’ve always loved sweets and fashion. When you do something you enjoy then you invest time and effort in to it.”

Following two years of planning, Candy Kittens are now available to Selfridges’ customers, with Laing then aiming to take the sweets back to where the idea was first conceived.

“It’s a great British brand. The great thing about Selfridges is that they’re an exciting brand who do exciting things. They work as a team and work with us like a family, so we’re hugely lucky to be launching exclusively with them.

“We want to go to America next - we saw the branding over there and brought it back here, but we want to go and challenge the market over there next.”