Jemma Lucy poses topless on dating website… while promoting ex Bear's hat range – dailystar.co.uk

You're supposed to put the focus on the item you're trying to sell, not distract away from it with near-nudity.
But Jemma decided that sex indeed sells when trying to promote baseball caps.
The reality star took to Instagram to share a topless picture which showed her wearing a backwards cap, a Batman thong and… er, nothing else.
With her back to the camera, Jemma revealed plenty of sideboob and her extensive collection of tattoos.
Wearing a pink cap emblazoned with the phrase "East End", the Ex On The Beach star captioned the pic: "Wearing my favourite @eastendclobber hat from @stevie_bear range go check out the colours."
Now, we thought that Jemma and Stephen Bear were enemies after Bear cheated on Jemma following their brief romance.
The MTV stars got matching heart tattoos during their fling, but Jem soon outed the CBB winner for his womanising ways.
After Bear filmed himself in bed with another woman, Jemma tweeted: "I f***ed him off he cheated."
Now, Bear is rumoured to be getting close to Charlotte Crosby.
But the cheeky chappy seems to still be pals with Jemma – well, in the professional sense anyway.
He shared another one of Jemma's topless pictures on his own Instagram, revealing she used it on her dating profile.
Bear wrote: "I've only just spotted @jemlucy on her new dating app www.datingink.com wearing her @eastendclobber hat! If u fancy dating a tattooed person, sign up for free! U don't need to have tattoos to sign up."
Jemma launched her own dating website for tattooed people and ink lovers, so it's only natural that she join herself.
Unless a reunion with Bear is on the cards…
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