Apprentice finalist in apostrophe gaffe?

Sarah Coles
Luisa Zissman
Luisa Zissman

Grammar sticklers have got used to the feeling of intense disappointment when they see someone use the apostrophe incorrectly. They could be forgiven for assuming that the individual simply doesn't know any better. However, in the case of Luisa Zissman, the Apprentice finalist, they'd be wrong.

In an exchange on Twitter, she decided to dump it from her business name because she didn't like the way it looked.