Anyone who follows Stacey Solomon will know that she’s a devoted mum to her five children, whom she lovingly calls her “little pickles”. She’s also a shrewd businesswoman who, in the past few years, has taken things up a notch – expanding her output to include DIY TV series, and brand deals with the likes of Asda, Abbott Lyon and Primark.
But according to insiders, Stacey’s next move could be her most lucrative yet. In February, the 34-year old registered the company Belle & Rose Ltd, a beauty brand named after her two daughters, which reportedly plans to sell beauty products and tools. And our source says she’s got her children’s futures fully in mind.
“As soon as she found out she was having another girl, Stacey was keen to trademark her daughters’ names and set up a company in their honour,” says an insider close to the Loose Women star, who shares three children with her husband, Joe Swash – Rex, four, Rose, two, and one-year-old Belle. She is also mum to Zachary, 15, and Leighton, 12, from previous relationships, and step-mum to Joe’s 16-year-old son, Harry.
“She’d always been asked what products she bought for the kids, especially the girls, and will only use the best on them, so she’s now keen to create her own range. She's currently looking at bath products, hair care and accessories, and she feels very confident that hers will be the best on the market as she has so many connections thanks to all her other endorsements and businesses.”
This isn’t the first time that Stacey has used her children as inspiration. Last month, she launched her latest kidswear collection at Primark, which features her youngest three – Rex, Rose and Belle – in adorable modelling shots. And, with the prospect of raking in millions, we’re told Stacey’s determined to make this a success for the sake of her kids – who one day, she hopes, might take the reins of the family business.
“Stacey’s main objective is to build a future for her children,” says our source.
“She’s always concerned about everything coming to an end and she wants to earn as much as possible so that they all have secure futures. She has other stuff in mind for the boys, but she’s savvy enough to know that products for little girls is where the big opportunities are.
“Rose and Belle will be the faces of the company as Stacey knows that, if she’s using products on her own kids, there will be that extra assurance that they’re good and safe. She’s been told that she could make millions if this company is marketed in the right way, and all that money would go towards Rose and Belle’s futures and make them financially secure for life.”
While Joe may have taken some convincing, as the insider tells Closer he’s very protective of his girls, we’re told he knows Stacey will protect them at any cost.
“He knows how clever Stacey is when it comes to business. He lets her take the lead in it all because of his history and he wants to make sure that all his kids are financially secure and don’t make the same mistakes as him. Plus, he thinks Rose and Belle are just the cutest kids ever so he’s proud to show them off.”