Fortune

JOJO Siwa’s bank balance is set for a major boost as she relaunches a business venture that once raked in an estimated £336million.

The Celebrity Big Brother star, 22, struck a licensing deal with JennZ and Thomas Global Media to release more JoJo’s Bows, the popular hair accessory.

And there’s a new twist for the latest version of the popular brand; the introduction of Joelle Bows, a host of new shapes and designs named after JoJo’s birth name.

“JoJo’s Bows were never just about what you wore, they were about how you felt,” said JoJo. 

“Coming back as creative director means I get to personally shape every detail, making sure the heart, energy, and message behind the bows evolve with me and with the fans. This relaunch is for the fans who grew up with me, and for the next generation discovering their voice and confidence.”

JennZ founder and creative director Jennifer Saad added: “The JoJo Bow isn’t just an accessory it’s a symbol of confidence, creativity, and style. 

HARD TRUTH

JoJo Siwa opens up on ‘difficult’ part of her relationship with Chris Hughes

raw reveal

JoJo Siwa pays tribute to Chris Hughes as she admits ‘I was lost’ before CBB

“Reintroducing it for a new generation is about celebrating the magic that made it iconic and evolving it for who those fans have grown to be.”

Some 80 million JoJo Bows have been sold to date as fans flocked to replicate the dancer star’s iconic look.

The bows previously retailed between $5 to $16.

Since shooting to fame on Dance Moms as a young girl, through to a lucrative partnership with Nickelodeon as a teen, JoJo has released a huge assortment of merch.

Most of which has flown off the shelves from T-shirts and toys to shoes and accessories.

She previously told Forbes: “Early on, Nickelodeon wanted to have a meeting, where they discussed big business, and they wanted to do it without me. My Mom and I said, ‘That’s not how it works. We’ve been in this together since day one.’

“And in that meeting Pam, who is the head of consumer products, said, ‘Just so you know, if this t shirt doesn’t sell then it’s all over. That was why I didn’t want you here.’

“Now, every time I see her I laugh and say, ‘How’d that t-shirt sell?’”

Both JoJo’s business and personal life are thriving.

After meeting Chris Hughes, 33, on CBB last year, she already has one eye on marriage and kids.

But their transatlantic romance isn’t entirely smooth sailing.

She recently told fans online: “The hard part for me is like the hours that we do communicate we’re at very very different phases of our day.

“Just as I’m getting up excited to talk to him you know text him or call him he’s in the middle of his day and he’s working or he’s doing something and he’s occupied. So I find that part difficult.”

She continued: “And then the same thing like when he’s going to bed I’m in the middle of my day now occupied… so it’s a little more difficult.”

However, the pair will soon be back together to celebrate their first anniversary.

SHE had just turned 19 and was a single mum at college, working part-time in a fish and chip shop when she made her bid for fame on the X-Factor.

Now, 17 years later, Stacey Solomon is worth a staggering £10million, is married to TV star Joe Swash and has five beautiful children. But just when it looked like she had reached the top, insiders tell us that the 36-year-old has made a huge decision, with one wrong move toppling her empire for good.

The one-time X Factor star has hit the £10m mark in her business empire- up from £7.4m in the previous year, accounts revealed.

Despite her huge earnings, Stacey kicked off 2026 by walking away from her talent agency – leaving those close to her blindsided.

The dramatic move, which has also raised questions within the industry, means that Stacey has also pulled the plug on every one of her commercial partnerships this year.

She will no longer be working alongside YMU, the agency that looks after some of the biggest names in the industry, including Amanda Holden, Ant and Dec and Claudia Winkleman.

Insiders say her team at YMU were ordered to walk away from her long-running George at ASDA contract.

Stacey’s decided she wants to stop making everyone else rich.

Insider

We’re told: “It’s a huge change for Stacey – she will no longer be promoting other people’s brands. 

“Right now, she is focused on building her own empire instead and has new ventures on the horizon.

“She’s seeing it as a major business reinvention. She’s seen how well her hair brand REHAB has done and is now keen to replicate that.

“Stacey’s decided she wants to stop making everyone else rich. She might be worth a lot, but money is always a concern for her. She’s worried that one day everything she has worked for could disappear, and now she’s decided it’s time to take full control.”

The insider added: “Stepping back from all this could be a huge mistake. She does have her TV work, but the brand deals were bringing in a lot of cash for her.

“She could lose it all; that is a genuine fear for her. It’s no secret that Stacey sees herself as the one who has to manage the money both she and Joe make. And she makes a lot more than him.”

Former EastEnders star Joe was declared bankrupt twice over unpaid tax bills – once in 2009 and again in 2013.

Stacey – who shares Rex, six, Rose, three, and Belle, two, with Joe and is also mum to Zachary, 17, and Leighton, 12 – is said to always make sure he contributes 50/50 so she is protected financially as much as possible.

But what price has fame and fortune had on her high-profile relationship with Joe?

Stacey has been branded bossy and ruthless in the past, and the tension in their marriage was very evident during their BBC fly-on-the-wall series. 

We’re told that money is still a source of contention for the pair, who live in £1.2m Pickle Cottage,  and Stacey struggles to feel comfortable despite being set for life. 

During one episode of their BBC documentary, Stacey opened up about her money fears as they planned to take their children on a posh skiing trip.

The TV personality said: “I think I will always, one, feel like an imposter in this life, because this is not what I imagined my life would be when I was growing up.

“But two, I always have in the back of my mind tomorrow you could have nothing, so be careful today.”

Cashing in

Three years ago, Stacey invested some of her own cash into small haircare brand REHAB and now owns a third of the firm.

Today, it’s not such a small firm – it was hailed the fastest-growing beauty brand on the FEBE 100 list for 2025.

The award is only eligible for firms with annual revenues over £3million,  which gives you an idea of just how much the brand is pulling in. 

The insider added: “Stacey has loved working with REHAB, it’s all women, there are only seven staff on the books, and it’s become a real passion project.

“She’s making great money and now really believes in her business nous.”

The star presenter runs a firm called Keymap Entertainment that takes in cash from her media and lucrative ad deals.

New accounts show the tele favourite has £7.5m tied up in investments and £1.6m in cash.

A TV insider remarked: “Stacey is adored by fans old and young. She has worked so hard to get to the position she is in – and deserves every penny.”

It’s thought she will see out the remainder of her contracts with YMU before stepping back completely. 

Sources tell us that YMU have been really taken aback by her decision: “She has been the cash cow of the agency for many years. 

“She out-earns their other high-profile clients.”

Some of her biggest deals have included projects with Asda, Jet2, In The Style and Primark, which have really boosted her earnings, and presumably also helped the bank balance of those working for her. 

One of her new business plans is her very own beauty company, Belle & Rose Ltd, named after her daughters, which she set up a couple of years ago with plans to sell beauty products and tools in “specialised stores”.

Interestingly, she’s yet to launch anything under that name yet but as her other deals come to an end, it’s becoming increasingly likely we will see it come to fruition this year. 

She has worked so hard to get to the position she is in – and deserves every penny.

TV insider

It’s certainly been an extraordinary journey – her life really changed forever when she won I’m A Celebrity in 2010, and it soon became clear a singing career would be put on the back burner. 

She became a national treasure, amassing an incredible six million Instagram followers, who watch her every move as she shares her home hacks and family life.

Her Tap To Tidy catchphrase went viral on the social media platform and led to her having her own book, paving the way for her job on Sort Your Life Out, which has become a BBC big hitter. 

It’s a far cry from the nervous teen who wowed Simon Cowell and Cheryl as she took to the stage in hotpants, saying she wanted to win for Zach so she could “get him into a good school and get him all the things he needs”. She’s done that and then some. 

Stacey Solomon’s career so far

Stacey Solomon has been a familiar face on viewers’ screens for over a decade. Let’s take a look back at her career.

The X Factor (2009): Stacey competed in series six of long-running ITV singing competition The X Factor. During her time in the show, she was mentored by Danni Minogue in the ‘Girls’ category. The star finished in third place, behind Joe McElderry and Olly Murs.

I’m A Celebrity Get Me Out Of Here (2010); In late 2010, Stacey headed to the infamous I’m A Celeb Aussie jungle. After 21 days, she triumphed to win the tenth series. It was through I’m A Celeb that she met future husband Joe Swash – who’d won two years earlier and was hosting the ITV2 spinoff.

Celebrity Juice (2011―2013, 2016―2019): The star appeared as a panellist on 21 episodes of the comedy panel game show hosted by Keith Lemon. Stacey was a regular in the 21st series, broadcast in 2019.

Loose Women (2016 – present): Stacey has been a permanent panel member of the daytime show since 2016. She previously made guest appearances in 2011 and 2012.

Sort Your Life Out (2022 -present): This BBC show sees Stacey, with the help of an expert team, transform participants’ living spaces after removing clutter.