After 13 weeks of tears, tantrums, break-ups and broken nails as rival shops, Bows and Better Half battled it out, the final whistle has blown on WAGs Boutique and Bows was declared the winner.

As the shop which made the most money, Bows was rewarded with the profits from both boutiques to give to their chosen charity – Great Ormond Street Hospital. A staggering total of £362,529.88. This money will fund two rooms in the Octav Botnar wing. One will be used for children with orthopaedic conditions such as scoliosis and the other will be a medical day care centre.
Bows has had a successful 11 weeks of trading, selling out of their specially designed Great Ormond Street hooded sweatshirts in the first 2 weeks and sparked a new fashion craze which lead to daily queues outside their boutique.

Better Half had also designed a range of tops to raise money for their chosen charity and despite losing their profits to Bows, they were able to keep the profits made from their charity collection and present The Willow Foundation, with £89,456.90.

This means that after 11 weeks of trading and over 60,000 customers, the overall profit made for charity was an amazing £451,986.78.

Krystell Sidwell (Mrs Steven Sidwell, Reading) was crowned the most popular WAG, as voted for by the viewers*, winning herself the ultimate WAG dream – a weekly column in Reveal magazine. Krystell said “I feel fantastic, I was never in this to win for myself, I was in it for the team to win so to be chosen by the viewers for the most popular WAG title is a complete surprise. I am overwhelmed.”

Back in February, two competing teams of the ‘Wives and Girlfriends’ of Britain’s footballers set up the two rival fashion boutiques in central London. Naming themselves ‘Bows’ and ‘Better Half’, the WAGs have been involved in everything from choosing the stock, serving customers and competing in weekly challenges along the way.

So much has happened in the 3 months of trading. There have been queues down the street as the WAGs created fashion must-haves, there was a break-in at Better Half, Charlotte Mears (Miss Jermain Defoe, Tottenham and England) become engaged, Jadene Bircham (Mrs Marc Bircham) become pregnant, and Cassie Sumner and Michaela Henderson-Thynne were ‘de-WAGed’ by their respective partners, Michael Essien and Stewart Downing.

Following their experiences on the show, some of the girls have been inspired to embark on retail and business careers. Elle Isaac (Miss Paul Ifill, Crystal Palace) is opening a boutique in Brighton, named ‘Romelle’ (a combination of her name and her daughter’s name, Romy) while Nicola T (Miss Bobby Zamora, West Ham) is in talks with Great Ormond Street to carry on producing the popular GOSH hoodies.