The fashion expert and TV presenter has given advice to Elizabeth Griffiths, the UK's representative at the global final of the Martini Royale Casting competition.
Roe said: "I know it sounds cheesy but when I first met her, I knew she was the one.
"Elizabeth's very gracious, she's very elegant, she's very eloquent and I think she perfectly embodies - physically and emotionally - the qualities that represent Martini."
Griffiths added: "I'm very excited to be the UK winner of the Martini Royale Casting. It was a big surprise as there were a lot of fabulous women in the competition and it was just really wonderful to have been chosen.
"The Luck Is An Attitude philosophy has helped me to live the life I have and one that I'm very proud of."
Griffiths will compete against 27 other contestants to become the new female Martini star.
The winner also wins 12 outfits from my-wardrobe.com, 12 pairs of Christian Louboutin shoes and €150,000 (£118,000).