Stacey Solomon’s ‘ruthless’ behaviour with Essex’s mumfluencers exposed: From the Style Sisters to Mrs Hinch and now Money Mum, insiders tell ‘there’s only so much money to go around’, her ‘uncanny’ habit… and reveal ‘frenemy’ drama

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Fans were excited when Stacey Solomon shared a happy photo with Money Mum, a well-known financial advisor.

These two mothers, both originally from Essex, have become incredibly successful online influencers. They’ve built thriving businesses by connecting with their audience and being genuinely relatable.

The picture showed what looked like a friendly, even cooperative, relationship. But people working within the industry aren’t so sure that’s really the case.

I can share that Gemma Bird, also known as Money Mum, should be careful moving forward.

According to a source, Stacey is a very competitive and determined businesswoman. Once the cameras stop recording, she transforms and becomes very focused on getting what she wants.

Someone else commented that she initially seemed innocent, but has changed. She’s now focused on financial gain and actively pursues it.

They could be right. Over the last five years, Stacey’s career has shown a clear trend.

As someone who keeps a close eye on trends, I’ve been watching Stacey’s career with fascination. She has an incredible knack for spotting what’s next – whether it’s professional organizing, the ‘cleanfluencer’ movement, or now, personal finance. But it’s not just about spotting the trend; she connects with the key players in these spaces, and then really takes off. Her connections at the BBC, combined with strong agency representation and consistent primetime media appearances, have been a huge part of her success. It’s a powerful combination, and it’s clear she knows how to build momentum.

First came The Style Sisters, then Mrs Hinch. Is Money Mum next?

In December 2019, Stacey asked the professional organizing team Style Sisters to help her tidy up her sons’ messy bedrooms.

Gemma Lilly and Charlotte Reddington, a pair of friends from Essex, were popular figures in the world of home design. They became close after both becoming mothers and spent almost twenty years perfecting their skills in decluttering, organizing, and styling homes.

I remember when everyone was obsessed with labeling everything, creating designated ‘zones’ in their homes, and implementing super organized systems – it was made for Instagram! I actually documented the whole process myself back then, sharing every step of getting things perfectly tidy and ‘detoxing’ my spaces. It felt so good to create that visual order!

The sisters explained that they had completely reorganized the space for their sons. They got rid of toys and clothes the boys had outgrown, kept their favorites, and clearly labeled everything so the children could easily find and put away their belongings.

Stacey excitedly shared that she’d left her children, the ‘Style Sisters,’ at home and was a little envious. She explained they were happily playing with Lego, and jokingly said they’d ‘saved her life’ by giving her a break.

Within time, however, the lines began to blur.

In February 2025, Stacey began hosting her own decluttering program on the BBC, called ‘Sort Your Life Out.’ Her agency helped produce the show, and it benefited from significant promotion during peak viewing hours.

The concept? Helping families organise their belongings and calm their lives. Sound familiar?

The Style Sisters were incredibly popular for a time. They were frequent guests on ITV’s This Morning, gained a large following online, and were even considered for their own TV show on ITV, though that never happened.

Stacey quickly gained a reputation as an expert in decluttering. She even shared her methods on the TV show Lorraine, and many viewers noticed they were very similar to the techniques already popularized by the Style Sisters.

Gemma and Charlotte discussed the importance of being original during an appearance on Rochelle Humes’s podcast last year.

It was amazing to see how much buzz she was creating! It wasn’t just inspiring other entrepreneurs, but even celebrities were noticing and getting inspired by what she was doing. I mean, seriously, celebrities! It was like, ‘Wow, she’s really making waves!’ I was completely obsessed with tracking it all.

The sisters happily accepted the invitation and playfully nudged each other. “We’re the originals,” they joked. “You heard it from us first!”

When the lockdown began, professional organizing had become incredibly popular, and the Style Sisters discovered their unique approach was no longer as distinctive. A new competitor had quickly become the leading force in the field.

The influence of the Style Sisters extended beyond television. In May 2021, they published “Calm Your Home,” a book sharing their expert tips for creating a beautifully organized space, based on years of experience.

Stacey published “Tap to Tidy” with Penguin in March 2021, two months before anyone else. A second book followed in 2022, and both titles became bestsellers.

Stacey became known for her love of labels. She labeled everything – from items in the fridge and reusable bottles, to the organization of her stationery drawers – and it became a signature part of her style.

She advertised label makers costing around £60 on Instagram, around the same time her sister, Jemma Solomon, started a company called The Label Lady.

Stacey Solomon is a big fan of Lazy Susans – those rotating trays or storage solutions. She frequently recommends them on her show, Sort Your Life Out, and talked about their benefits in an interview with Ideal Home in January 2025.

However, the Style Sisters had long advocated for both detailed labeling and the use of rotating trays (Lazy Susans), and with good reason – they believed these were essential for keeping a kitchen organized.

While the Style Sisters initially helped Stacey become popular as a homemaking expert, Mrs. Hinch really propelled her to massive fame.

In 2019, as Sophie Hinchliffe – known as the ‘queen of clean’ – became incredibly popular for her cleaning advice, Stacey offered her assistance in managing the challenges of newfound fame.

Stacey and Sophie became close friends very quickly, and their fans often commented on how much time they spent together online. People playfully said they were becoming more and more alike, and Stacey even asked Sophie to be a bridesmaid in her wedding.

Behind the camera lens, however, the influencer economy was becoming cut-throat.

‘Brand deals are everything,’ one source says. ‘And there’s only so much money to go around.’

Stacey became passionate about cleaning methods and sharing her knowledge. This led to opportunities for both her and her business partner, working with major retailers like Amazon, Tesco, Asda, and Home Bargains, as well as the cleaning technology company Karcher. They were both represented by the agency YMU.

Then the friendship faded.

Sophie disappeared from Stacey’s social media. Mrs. Hinch was removed from pictures of Stacey’s wedding. A kind message left on Sophie’s baby announcement was also taken down.

According to one person watching the situation, Stacey created a complicated relationship with them – a mix of friendship and rivalry. Hinch believed their connection was genuine, but Stacey saw it purely as a professional arrangement.

By summer 2024, Stacey was introducing her own line of home goods, called Stacey Loves, which would be sold in the same stores that Sophie used to be the main supplier for.

Let’s talk about Money Mum, Gemma Bird. She grew her popularity through hard work. After successfully paying off her own debts, she started an Instagram account in 2019 to share tips on saving money. Consistently posting every day for a year proved worthwhile when her idea of ‘No Spend Days’ became hugely popular online, eventually leading to a best-selling book.

She started appearing frequently on the Lorraine show, and soon began landing sponsorship deals. By 2025, her business was said to be worth around £600,000.

Gemma and Stacey are now close friends. They interact on social media, go to parties together, and even collaborate on sponsored content with companies like Amazon, Tesco, and Joy of Clean. Gemma has also supported Stacey’s business by attending events for REHAB, the haircare brand Stacey co-founded.

To fans, it looks supportive yet to insiders, it seems familiar.

Just like home organization, personal finance has become a popular topic for social media influencers. And Stacey has proven she’s willing to try new things and adapt to what’s trending.

Things are good between them right now, but in the world of social media influencing, friendships and rivalries often go together.

And Stacey Solomon knows better than most how one thing can turn into another.

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2026-01-28 19:53