Unsettling claims, whispered warnings and a familiar pattern emerge as sources lift the lid on alleged ‘frenemy’ tensions surrounding Stacey Solomon’s ever-expanding influencer empire…
When Stacey Solomon recently shared a smiling selfie alongside Money Mum, fans were quick to cheer what looked like a supportive meeting of minds.
Two Essex mums. Two relatable success stories. Two women who turned honesty and hardship into thriving brands.
To the public, the image hinted at friendship — maybe even collaboration. But behind the curated smiles, industry insiders tell a more complicated story.
Money Mum, whose real name is Gemma Bird, is being quietly advised to tread carefully.
“Stacey is ruthless when it comes to business,” one source claims. “Once the cameras are off, she knows exactly what she wants — and how to get it.”
Another insider adds: “She started out wholesome, but that phase is long gone. She understands the money, the niches, and she moves fast.”
Over the past five years, Stacey’s career has followed what some describe as a strikingly consistent pattern. She spots a booming influencer category early, befriends leading figures within it — then accelerates past them with the backing of BBC exposure, major agency support and prime-time TV reach.
First came professional organising. Then cleanfluencing. Now, personal finance.
And for some, the warning signs feel familiar.
From organising helpers… to headline star
Back in December 2019, Stacey invited the Style Sisters into her home to help tame her sons’ “chaotic” bedrooms. The Essex-based organisers, Gemma Lilly and Charlotte Reddington — known collectively as The Style Sisters — were already respected figures in interiors circles, with nearly two decades of experience.
Their tidy systems, labels and detox-style decluttering were perfect Instagram fodder. Stacey documented every step, gushing to followers that the sisters had “saved her life”.
But insiders say admiration soon blurred into overlap.
In February 2025, Stacey launched her own BBC decluttering series, Sort Your Life Out — a glossy, prime-time format focused on organising homes and calming family life. The concept raised eyebrows among those familiar with the Style Sisters’ long-established approach.
At their peak, the sisters were regulars on This Morning, building a loyal following and even rumoured to be in talks for their own ITV show — a project that never came to fruition.
Stacey, meanwhile, became television’s go-to face for decluttering hacks, demonstrating techniques on Lorraine that many felt closely mirrored those the Style Sisters had championed for years.
When asked about originality on Rochelle Humes’ podcast, the sisters responded with humour — but not without edge.
“We’re the OGs,” they joked. “You heard it here first.”
Books, brands… and blurred lines
As lockdown fuelled the home-organisation boom, competition intensified. The Style Sisters released their book Calm Your Home in May 2021. Stacey’s Tap to Tidy hit shelves two months earlier — backed by Penguin, promoted heavily, and swiftly became a bestseller. A follow-up followed in 2022.
Then came the labels. Stacey’s fondness for labelling everything — fridges, drawers, refill bottles — became a signature of her brand. She promoted £60 label machines on Instagram, while her sister Jemma launched a business called The Label Lady.
Even the now-ubiquitous lazy Susan featured heavily on Stacey’s show and social media — despite the Style Sisters having long promoted it as a cornerstone of organised kitchens.
Enter Mrs Hinch — and the ‘frenemy’ fallout
If professional organising laid the groundwork, many believe Mrs Hinch helped propel Stacey into the influencer stratosphere.
In 2019, as Sophie Hinchliffe’s cleaning empire exploded, Stacey reportedly reached out to help her navigate sudden fame. The two bonded quickly, sharing posts, brand deals and appearances. Fans joked they were becoming indistinguishable. Stacey even chose Sophie as a bridesmaid.
But behind the scenes, the influencer economy was growing increasingly cut-throat.
“Brand deals are everything,” one source explains. “And there’s only so much money to go around.”
Both women soon found themselves working with Amazon, Tesco, Asda, Home Bargains and Karcher — and both were signed to the same agency. Stacey developed her own cleaning focus, and gradually, the friendship cooled.
Mrs Hinch disappeared from Stacey’s posts. Wedding photos told a quieter story. A congratulatory comment on Sophie’s pregnancy announcement vanished.
“Stacey saw it as business,” one observer claims. “Hinch thought it was real.”
By summer 2024, Stacey launched Stacey Loves — a domestic product range stocked in stores Mrs Hinch had once dominated.
So… is Money Mum next?
That brings us back to Gemma Bird.
After clawing her way out of debt, she began sharing money-saving tips in 2019. Her No Spend Days went viral. A Sunday Times bestseller followed. By 2025, her company reportedly held £600,000 in assets.
Now, she and Stacey appear close — liking posts, attending events, sharing brand partnerships with Amazon, Tesco and Joy of Clean. Gemma has even attended launches for REHAB, the haircare brand Stacey co-owns.
To fans, it looks supportive. To insiders, it looks familiar.
Personal finance is booming. And Stacey Solomon has shown time and again she isn’t afraid to pivot when opportunity calls.
For now, the smiles remain. But in the influencer world, friendship and competition often walk a thin line — and those who’ve been there before are watching closely.
