Or that should be brand "Shelley Barrett" is over after the tan-in-a-can doyenne married her long-time friend turned partner (now professionally and privately) Anthony Sullivan in an intimate ceremony at their Point Piper home on Saturday.

The Apprentice star will be changing her name and taking on Sullivan's surname, a move that has shocked her friends and business associates.

"Everyone I've told has been really startled by my decision to take Anthony's name. Everyone. The reaction has been quite interesting considering it used to be such a normal part of getting married," she told The Sun-Herald.

"The truth is I'm a really traditional person and think it's the right thing to do for me."

Her name change will mean a timely and costly exercise that will have her updating everything from her passport to her electricity bill.

"I'm not sure how much it will cost, I just know it is going to take a lot of time," she said.

While most of her friends, including Sunrise's Samantha Armytage and Model Co ambassadors Hayley Baldwin and Rosie Huntington-Whiteley, struggled to understand why she would change her name, a name that has become a globally recognised brand since she launched ModelCo with a heated eyelash curler about 14-years ago, Barrett is a part of an enduring trend in married women.

More than 80 per cent of Australian women take their husband's name after marriage, according to Flinders University head of women's studies Associate Professor Yvonne Corcoran-Nantes. Professor Corcoran-Nantes had researched the topic for years before releasing her findings this year.

"People don't get too fussed when women take a man's surname on at marriage, which over 80 per cent of women still do, but get quite uppity if a woman doesn't want to take a man's name on," she said.

Barrett and Sullivan – an accountant who is also involved in the Balmain Pub Group – wed in front of 120 of their nearest and dearest, including Seven Network executive producer Sarah Stinson and Kate Waterhouse.

Barrett, in a gown designed by her friend, designer Jonathan Ward, was accompanied by six flowers girls – including her daughters from her first marriage, Emily and Lucy.