Hi Lucrosus.
As nathan points out, this is really a photography question, not an Aperture question: the problem is with your original, and the solution lies there. The best advice I can give you is to talk to a photographer who specializes in product shots.
That said, there are at least a few things you can do in Aperture to get closer to the effect you want.
First, the paper is showing as blue, not gray. It also varies in blueness from bottom to top (the top is lower in luminance and bluer).
A White Balance adjustment can help. In the example below, I set to white balance to an area between the two brush handles.
In general, one can force the over-exposure (over exposure = white) by changing the white point using some combination of the Exposure slider and the Curves and Levels Bricks. In your capture, the reflection off the ferrule is the brightest part of the picture. Adjusting the white point so the paper is appears white completely over-exposes the ferrule. The solution using Aperture is to apply the adjustments as needed for the paper, and then +brush away+ the adjustment from the area where it is undesirable.
Here is a quick-and-dirty attempt to get you closer to what you want:
The darker areas of the paper are still blue. And the shadow under the brush hasn't been touched.
If you want to completely cut-out your brushes from the background, and show them on an opaque background of any color -- that's a job for Photoshop or another image editing program. My sense of this remains, however, that your time would be better spent improving the source photographs rather than attempting to fix them in PP.