Bewildered as rich mum makes personal appeal (8)
I believe the answer is:
charisma
'personal appeal' is the definition.
('charisma' can be a synonym of 'personal appeal')
'bewildered as rich mum' is the wordplay.
'bewildered' indicates an anagram.
'mum' becomes 'ma' ('ma' can be a synonym of 'mum').
'as'+'rich'='asrich'
'asrich' anagrammed gives 'charis'.
'charis'+'ma'='CHARISMA'
'makes' is the link.
(Other definitions for charisma that I've seen before include "Capacity to inspire enthusiasm" , "10 (anag)" , "Divinely bestowed power" , "Personal magnetism, great charm" , "ability to impress" .)