Emma Bunton reveals Simon Cowell had doubts about whether the Spice Girls would be successful and now ‘kicks himself’

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Emma Bunton shared that Simon Cowell wasn’t initially sure the Spice Girls would make it big.

The 66-year-old music executive helped launch the careers of several hugely popular bands, most famously One Direction and Little Mix, by discovering talent through his television shows.

Simon Cowell famously misjudged the Spice Girls, with Emma Bunton, aka Baby Spice, sharing that he initially doubted their potential. Now, he reportedly regrets that decision.

Emma shared the news on her podcast, Unlikely Friends, which she co-hosts with her husband, Jade Jones, and comedian Leigh Francis with his wife, Jill.

Oh my gosh, it was Leigh Francis – you know, Keith Lemon! – and he asked the most amazing thing. He was like, ‘Did anyone ever try to bring you down, tell you that you weren’t going to succeed?’ Seriously, it was so insightful! I was just hanging on his every word, wanting to know who doubted him and how he overcame it. It was everything!

Emma said that they probably met some people who doubted their success, and she specifically recalled hearing that Simon Cowell wasn’t sure it would work out.

‘And yeah he does say he kicks himself now.’

She added: ‘But I think we were so positive, as you know, friends, and nothing was gonna stop us.’

Emma celebrated her 50th birthday with a special on-air moment, as her Spice Girls bandmates sent her heartfelt birthday wishes.

Emma Bunton, known as Baby Spice, started her birthday festivities by hosting the Heart FM breakfast show while Amanda Holden was away.

While she was on air, her colleague Jamie Theakston surprised her with a Colin the Caterpillar cake, and fans began sending birthday wishes on social media.

Despite ongoing personal issues with her son Brooklyn Beckham, Victoria Beckham was quick to publicly wish Emma a happy birthday.

Victoria, 51, recently shared an old photo on her Instagram stories showing a happy moment with her daughter Emma – Emma riding on her shoulders, and both of them beaming.

She captioned the black and white picture: ‘Happy Birthday @emmaleebunton, I love  you so much!!’

Victoria also reshared a clip of Emma singing during their 1996 Say You’ll Be There music video.

Mel B also posted a heartfelt message to Emma, fondly referring to her as ‘baby’ and saying she’ll always see her that way.

The 50-year-old wrote a sweet message with photos, saying, ‘My dear Bunton, you’ll always be my baby, even though you’re turning the big 5-0! Happy Birthday! I love you so much!’

Geri Halliwell, 53, shared a heartfelt birthday message, writing: ‘Happy 50th birthday! I love you so much – you’re a truly special person with a huge heart, and I’m so grateful to have you in my life. Wishing you all the joy and love in the world!’

Mel C, also known as Sporty Spice, posted a video remembering special moments with Emma. She recalled the day they first met, picking her up at Maidenhead station in Geri’s old Fiat Uno – a moment she says changed everything. She finished by saying she loves Emma deeply.

Happy Birthday to the most amazing Mum, bandmate, and friend! You’re always there for everyone, and I’m so excited to celebrate you! Wishing you the best day, month, and a fantastic 50th year! I love you so much!

Victoria and Geri reportedly had a falling out after Victoria left Geri out of a birthday post for Mel C last week.

Mother-of-two Emma is married to Damage frontman Jade. 

They tied the knot in 2021 following a 23-year courtship and are parents to Beau, 18 and Tate, 14.

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2026-01-21 18:48