IT is almost impossible to think of Ann Summers without thinking saucy lingerie, sex toys and things that go buzz in the night. But talk to the company's glamorous chief executive and you hear a very different story.

Jacqueline Gold is the woman who, at 21, pioneered the now world famous Ann Summers home parties and, since joining the company in the 1980s, has seen the turnover grow from £80,000 to a cool £53 million today.

"I joined the company when I was 19," says Gold, "and learned all I could about the products and the people that bought them.

"Back then our main customers were men -- I'd say only 10 per cent were women. Today women make up 70pc of our customers."

Gold is extremely good looking, incredibly glamorous and very, very nice.

Her mane of glossy, brunette hair swings around her shoulders, her nails are immaculately French manicured and her cappuccino-coloured lipgloss is perfectly applied.

She has that healthy, well-groomed look that only £53 million can buy.

But you cannot knock her. Sure, she admits to enjoying the money -- who wouldn't? But she is the one that has made it work.

She is the razor-sharp businesswoman who saw a niche in the market for home parties -- still the most successful part of the Ann Summers' empire with more than 7,000 party planners countrywide -- and she is the one who, over the years, has transformed what started out as a bit of a "saucy postcard" shop to one that sells some rather classy lingerie.

"We bought out Knickerbox 18 months ago," she says, "and our shops now position that stock right at the front.

"The more risque stuff is kept further at the back. Not," she stresses, "because we want to keep it hidden -- because we don't -- but because we felt we could introduce the faithful Knickerbox customer to Ann Summers." But who IS the Ann Summers customer?

"Well," smiles Gold, "everyone can be an Ann Summers customer. We really do cater for a wide spectrum of people.

"Take a look in any of our shops and you'll see men buying sexy lingerie for their wives, girlfriends -- or whoever," she says with a knowing laugh. "You get the girls in buying some of our underwear to wear when they go out to nightclubs and you get women of all ages coming in buying sex toys and the like to spice up their sex lives.

"And if you have ever been to one of our home parties you will see that it's not restricted to women of a certain age -- usually we get all generations, daughter, mum and grandma. It's great."

When Gold's father, David, bought the two Ann Summers shops all those years ago -- he bought them off a chap who had owned them for a year and could not make them "work" -- did she see the massive potential for the stores?

"I suppose as soon as I started to work in them, yes I did," she admits.

"Back in my 20s I was something of a workaholic," she says. "My whole life revolved around work. I suppose, really, I wasn't much fun to be around because I would never socialise -- I was too busy thinking about my next venture.

"But, in my defence, I believe it all paid off. I made the company what it is today and I'm enjoying the fruits of my labour if you like."

But when she is not working, what does Ms Gold do then?

"Well, my father is chairman of Birmingham City football club and I have a passion for football -- I absolutely love it -- so I do try to see as many games as I can. And I like to travel. I'm lucky that I can switch off when I go on holiday. But," she says, "I love my work so much I can never wait to get back."

She was in Manchester to promote the opening of the 54th Ann Summers shop in the Trafford Centre -- Bolton already has one in Newport Street.

So what next? Is she planning more stores perhaps further afield?

"We already have four stores in the Middle East.

"Oh yes," she smiles, acknowledging my surprise, "and they are very successful too. But I am looking to open more, perhaps in Spain.

"Ann Summers is good at what it does. I hope that doesn't sound pompous but I know that I, and the people I employ, know what our customers want.

"And that's the secret of success really. Giving them what they want."

And do Ann Summers women differ from north to south?

"Without a doubt," she smiles, "northern women are definitely more adventurous when it comes to underwear and attitudes to sex in general."

And to think you men complain about us.