The prince grew up in Switzerland and only arrived in Italy in 2002 after a constitutional change allowed members of the exiled royal family to return to the country.

Before heading to Los Angeles he was often spotted on the red carpet and carved out a career as a TV personality appearing on Italy's 'Dancing with the Stars' and other TV shows.

In 2012 he starred in his own reality show “Il Principiante”, or “The Novice”, where the royal spent 10 episodes trying his hand at everyday jobs like bricklaying and pizza-making.

“I wanted to challenge myself with the lives that Italians do, so I asked the public: “Give me your ideas for work and I will come and work with you, putting myself to the test,” he said at the time.

In a somewhat embarrassing role for the blueblood, the prince also appeared in an advertisements for electronic cigarettes which promised to help users get 'more sex'.

The would-be heir, who was born in Geneva and is married with two children, says his new business is flourishing and he’s relishing the role.