Anna Heinrich was up bright and early on Tuesday morning to ring the bell at the David Jones Boxing Day sale in Sydney’s CBD.
The Bachelor star was enlisted for the gig after Jesinta Campbell parted ways with the retail giant as an ambassador, earlier this month.
It’s a strong sign Anna may sign on with the department store after former Miss Universe Australia Jesinta rang the bell last year.
Jesinta’s replacement! Anna Heinrich rings the bell at the David Jones Boxing Day Sale after Campbell parts ways with the retailer as ambassador
Anna cut her Christmas Day short the day before to rise for the coveted gig.
She posted a picture of her alarm clock, showing a very early 2.40am.
Glammed to the nines, the blonde beauty stunned in a multi-coloured By Johnny dress.
According to reports, Jesinta turned down a $500,000 a year salary with David Jones because she could not agree to ‘total commercial exclusivity.’
The claims, brought to light by the Sydney Morning Herald, outline the 26-year-old’s contracts with the likes of Olay, Christian Dior and Dior as being at odds with her David Jones deal.
A ‘senior fashion figure’ at the store reportedly told SMH: ‘It is a very bad decision, Jesinta has massive traction with the market they are after.
‘Young women look up to her and follow her on social media… she has a high profile marriage with Buddy Franklin and pretty soon will be having babies, David Jones should have been a part of that.’
The store released their own statement, explaining they will be ‘taking another direction.’
‘After two great years of working together, David Jones and Jesinta Franklin will not be renewing their contract in the new year. We are extremely grateful for Jesinta’s dedication and hard work.’
Daily Mail Australia has reached out to Jesinta for comment.
In her stead, rising model and first-time Victoria’s Secret angel Victoria Lee will walk for the department stores’ Autumn/Winter show in February 2018.
Speaking to Vogue, the 27-year-old said she felt proud to be joining such an Aussie-back brand.
‘It’s incredible – I’m still pinching myself. David Jones is such a loved, iconic and trusted Australian brand. To be a part of the David Jones family and to follow in such inspirational footsteps as Megan Gale and Miranda Kerr is a real honour and I’m thrilled!’
David Jones’ other lead model, Jessica Gomes, is also renegotiating her deal with the company, despite there being unconfirmed reports she would be leaving too.