She’s already an established TV presenter and businesswoman, but Stacey Solomon is looking to take on the likes of Rochelle Humes and Sam Faiers and become a full-blown mumpreneur, thanks to her new children’s beauty range.
The 34-year-old mum of five is set to expand her business empire with her Belle & Rose collection, named after her daughters, which would rival Rochelle’s My Little Coco and Sam’s Knightley Adventures lines.
Stacey expressed her excitement as she was joined at an important top-secret business meeting last week by two guests of honour – daughters Rose, two, and one-year-old Belle. “This was the very first meeting, to the most special project of my whole career/life,” she shared on Instagram. “It’s something I’ve wanted to do for a very long time, but never quite had the confidence.”
She also revealed, “I’m secretly so pleased the girls were in here for this. Even though they were sound asleep for the most part, I want them to know it all started with them. And it will all eventually be for them and the boys.”
Stacey – who is also mum to sons Zachary, 16, Leighton, 11, and Rex, five – registered company Belle & Rose Ltd in February. Sources tell us that Stacey wants to ensure the brand, which would offer haircare, bath products and accessories for girls and is expected “to make millions”, will allow her kids to be financially secure for life.
“Stacey has been working on her new kids’ toiletries and pampering range for a couple of years now and is so excited to launch them later this year,” we’re told.
“This is completely different to putting her name to a well-known brand as it’s all her own products and ideas – and she’s been told she is going to make millions from them. Although the products can be used by all children, it will be aimed at little girls, which is why she called it Belle & Rose, and they are going to be the stars of it. She has seen how well Rochelle’s range has done, but she’s aiming to be even more successful and sees Roch as a big inspiration.”
Rochelle’s My Little Coco skin and haircare range – inspired by Alaia-Mai, 11, Valentina, seven, and Blake, three – made £3.7m in sales in 2022. Knightley’s Adventures, selling body and haircare for children, which is sold in Tesco, was founded by Sam and partner Paul Knightley, who have Paul Jr, eight, Rosie, six, and Edward, two.
“Rochelle started out with baby products and has now launched into pre-teens, which is what Stacey plans to do,” our source explains. “It’s all part of her plan to make the Stacey brand one of the biggest in the country. She never wants her children to struggle like she did and says all this work is for them to have amazing lives as they grow up.”
The source adds, “She loves how Rochelle balances her family life with her business ventures and is inspired by how she has made being a mum part of her brand. She knows there is enough room for the both of them, and Stacey will have a different demographic.”
For Stacey, who already has the Midas touch when it comes to business, she’s determined to make Belle & Rose a big success. The host of Sort Your Life Out and Renovation Rescue, who has collaborations with Primark, jewellers Abbott Lyon, George Home and AirWick, got a taste of the beauty world when she invested in haircare brand REHAB last year.
Her exciting news comes as she and husband Joe Swash reportedly prepare to open the doors to their Pickle Cottage home, and their marriage, to cameras for a new reality show. “She still can’t believe that she is being given opportunities like these,” the insider tells us. “She thought about this beauty range for a long time, but since having her two girls, it has made her all the more determined to do it and add to her huge portfolio.
