JoJo Siwa relaunches brand that made her multi-millionaire after personal change
JoJo Siwa has brought back her popular bows, but with a more mature twist. ( The 32nd Annual GLAAD Media Awards/Getty Images for GLAAD)
JoJo Siwa has relaunched a brand that made her a multi-millionaire – and it’s had a personal update.
The Celebrity Big Brother star, who confirmed her relationship with her fellow housemate Chris Hughes in June last year – even speaking publicly about wanting children and marriage – has released more JoJo Bows, but under a new name.
Thanks to a licensing deal with JennZ and Thomas Global Media, the 22-year-old has brought the hair accessories back, and the new version is called Joelle Bows, after her birth name.
The Dance Moms star took to Instagram on Monday to (23 February) to share that all new styles sold out in less than one hour.
She added that new styles would be released every Monday at noon.
Siwa said of the release: “JoJo’s Bows were never just about what you wore, they were about how you felt.
“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.”
As per Forbes, as of 2020, more than 80 million of her signatures bows had been sold, with prices ranging from $5 to $16 per bow, generating around $400 million. Siwa’s brand also includes rhinestones, t-shirts and jewellery.
Prior to dating Hughes, Siwa identified as a lesbian, but she spoke during her time on Celebrity Big Brother about feeling more “queer”.
She reaffirmed during her chat with The Guardian that she now identifies her sexuality as “queer” as the term “encompasses how I am, and who I am”.
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