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Paris Hilton As the great-granddaughter of hotel magnate Conrad Hilton, business is in her blood.

The 40-year-old media personality is attempting to shed her reality TV reputation and focus solely on her roster of emerging businesses.

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Hilton has created a new, comprehensive company, 11:11 Media, which includes Bruce Gersh, a former Disney and Time Inc. Media Executive, with all his ventures placed.

“I’ve built a global business and brand over the past two decades,” said the social media star Wall Street Journal. “I wanted to take it to the next level and bring all my companies under one media entity.”

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Hilton started the company in 2006 and currently includes 45 branded stores and 19 product lines, according to the WSJ. The companies have reportedly generated over $4 billion in revenue.

The company includes Hilton’s “investments in 27 fragrance and wellness products and a plant-based seafood company.”

“We are anchored by a global personality and someone who has a true impact on consumers,” Gersh said.

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Hilton is also using its dominant position to advance cryptocurrencies and non-fungible tokens, or NFTs. “I’ve always been into innovative tech and am an undercover nerd,” she said.

In June, she became an investor and advisor to Origin Protocol Inc., a decentralized e-commerce platform for the WSJ, and in 2020, Hilton sold an NFT drawing that was purchased with cryptocurrencies.

Hilton’s work ethic doesn’t stop here. Over the past year, she released a documentary, “This Is Paris,” filmed a cooking show on Netflix, and is writing a tell-all memoir.

She is currently one of the highest paid female DJs in the world and is filming a peacetime series called “Paris in Love” about her upcoming marriage to businessman Carter Rem.