Businesswoman Karren Brady was accompanied into the House of Lords by her television co-star Lord Sugar as she took her seat in the upper chamber.
Baroness Brady, who features alongside Labour peer Lord Sugar on the BBC show The Apprentice, has been appointed a Conservative member of the House.
During the short ceremony of introduction she was flanked by Lord Sugar and Conservative Party co-chairman Lord Feldman of Elstree.
All three were dressed in ermine robes as Lady Brady pledged her allegiance to the Queen.
She was introduced as “Baroness Brady, of Knightsbridge in our city of Westminster”, but will be known simply as Baroness Brady.
After repeating the oath, she signed the Upper House’s code of conduct and then shook hands with Lord Speaker Baroness D’Souza, provoking the traditional cheer of welcome from peers in the packed chamber.
She was then greeted by leader of the House Baroness Stowell of Beeston before leaving the chamber to change out of her robes.
Lady Brady, 45, is vice chairman of West Ham and a non-executive director of Simon Cowell’s Syco business.
She is one of 22 new party political peers announced by Prime Minister David Cameron in August.
Former North East MEP Martin Callanan was also introduced as a Conservative peer.
Lord Callanan, 53, was flanked by Tories Lord Inglewood and Lord Bates.
Lady Brady later returned to the chamber without her robes and sat on the Tory benches to watch the final 15 minutes of Lords question time alongside Lord Feldman.
Earlier this year Ms Brady was awarded a CBE for services to entrepreneurship and women in business by Prince William.