After painful lessons as a child star, JoJo Siwa is reclaiming her multimillion-dollar brand.
Business Insider
February 23, 2026
AI-Generated Deep Dive Summary
JoJo Siwa has transformed from a child star into a savvy entrepreneur who now controls her multimillion-dollar brand, emphasizing the importance of staying true to oneself in business and personal growth. Her journey began with early fame on shows like *Dance Moms* and signing a deal with Nickelodeon at 13, which catapulted her into global stardom but left her without creative control over her image or products, such as her signature bows.
Siwa faced challenges when decisions about her brand were made without her input, including conflicts over her hairstyle in merchandise. However, after years of waiting out contracts, she reclaimed ownership by launching her own bow line, where she now designs and chooses every detail herself. This shift reflects her key lesson: "stick to what you believe" and don’t let others sway or change you.
Her story highlights the significance of personal branding and intellectual property in the business world. By taking control, Siwa ensures her brand aligns with her values, offering a fresh perspective on entrepreneurship for readers interested in building authentic, long-lasting success.
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Originally published on Business Insider on 2/23/2026