Rochelle Humes has revealed that she actually likes when people underestimate her, viewing it as a strategic advantage that has helped her build a multimillion-pound business empire. Speaking at the Power, Rewritten panel at SXSW London, the 37-year-old TV presenter and entrepreneur explained how being perceived as a 'bimbo' has allowed her to stay one step ahead.
Using Misconceptions to Her Advantage
“I spent so much of my career with people thinking I wasn’t switched on,” Humes said during the panel, which also featured criminal barrister Sam McAlister and entrepreneur Hannah Holland, moderated by broadcaster Lucie Cave. “They’d talk to the person next to me and assume they were the one with the ideas. While they’re doing that, I’m taking notes, I’m getting busy, and I’m one step ahead. I actually like that people think I’m a bimbo.”
The comment drew laughter from the audience, but Humes — a mother of three children, Alaia-Mai (13), Valentina (9), and Blake (5) — was making a serious point. For years, she has quietly built businesses, negotiated deals, and created opportunities behind the scenes while others made assumptions about her abilities.
Building a Business Empire
Today, Humes is not only one of television’s most recognisable faces but also the founder of My Little Coco, a leading children’s skincare and toiletries brand. Her journey from pop star in S Club 8 and The Saturdays to successful entrepreneur demonstrates that first impressions rarely tell the whole story.
“I knew absolutely nothing about business when I started,” she admitted. “I left school without GCSEs because I was busy being in S Club 8.” Despite this, she has become a savvy businesswoman who scrutinises every detail. “I’ve always been the person reading every line of every contract. I know what rights are involved, what investment is being made and what value is being exchanged. That’s how my brain works.”
Taking Control After Lockdown
A major turning point came after lockdown when Humes launched The RH Group, taking over management of herself and her husband, JLS star Marvin Humes, 41. This move allowed the couple to take complete control over their career decisions and future direction, giving her newfound confidence.
“The idea of power has changed for me enormously over the course of my career,” she said. “Earlier on, power felt like something other people had. Now it comes from understanding my value and knowing what I bring to the table.”
Challenging Double Standards
Humes also addressed the double standards ambitious women face, particularly the labels attached to those who set boundaries. “Any woman who doesn’t immediately say yes gets called difficult,” she said, arguing that women are often encouraged to downplay their wins in ways men are not.
“We’re conditioned to soften our success. Men are often encouraged to state their achievements confidently, while women worry they’ll be seen as arrogant,” she explained.
Advice for Women
Her most powerful piece of advice was simple: stop trying to prove yourself to everyone. “We spend too much time proving ourselves. If someone doesn’t understand your value, you don’t always need to work harder to convince them.”
Instead, she urged women to own their achievements and stop apologising for taking up space. For those who still think she’s a 'bimbo', Humes seems more than happy to let them — knowing that being underestimated can be a powerful advantage.
