People to Watch in International Business

By Unmesh Kher

NIGELLA LAWSON Unprofessional Chef

Having garnered a fanatical following in her native Britain, Lawson, 42, a sensual anti-Martha Stewart, is sauteing and simmering her amateur way into the hearts of armchair cooking enthusiasts in the U.S. Hers are among the best-selling cookbooks in the nation, and her TV series, Nigella Bites--which airs on the Style network and E!--seems as popular with Yanks as it was with the Brits. Now this single mom is working on another cooking series, Forever Summer, slated for the Style network this fall.

DAVID JI AND ANCLE HSU Outsorcerers

In little more than three years, Ji, 50, and Hsu, 41, founders of Apex Digital in Ontario, Calif., have sold enough cheap DVD players in North America to steal a 14% share of that market. The firm has machines assembled for a pittance in China and sells them in the U.S. at such bargain stores as Wal-Mart. Now Apex is targeting TVs. It will have 18 models out by June. Not bad for a pair who began by peddling scrap metal to China.

LUCA DI MONTEZEMOLO Hard-Driving Exec

Ferrari chairman Montezemolo, 54, wants to take the fabled racing-car firm public. Funds from the IPO would go toward setting up theme parks and, in the U.S., Europe and Asia, a string of retail stores--which is not to say he's sick of selling cars. Last year Ferrari logged record sales, and after a 12-year hiatus, is reintroducing the U.S. to the Maserati. Orders for the $89,315 Spyder are pouring in by the hundreds.

TREY LAIRD Free-Agent Pitcher

The former corporate creative director for Donna Karan International has launched his own ad agency, Laird + Partners, based in New York City. He will handle advertising for Gap's flagship brand, a coveted contract. And his separation from Donna Karan is no divorce. The company has hired Laird, 37, to handle its advertising.

ROSE MARIE BRAVO Trench-Coat Turnaround Artist

Success leads to success--at least that's what executives at Great Universal Stores are hoping. Bravo, 51, the elegant CEO of GUS's Burberry unit, will be overseeing the roughly $2 billion public offering of stock in the company. Bravo brought the fashion house back from the brink in 1997, and under her leadership, Burberry's sales increased 47% last year.