Stacey Solomon has built a successful empire encompassing homeware, jewellery, beauty products and television appearances. However, items from her popular collections have recently surfaced on the resale platform Vinted, selling for as little as £2. The seller? Her older sister, Jemma Solomon.
The move comes weeks after Jemma announced the closure of her business, The Label Lady, a home organisation company launched in 2020 with backing from Lord Alan Sugar. Now, she’s pursuing a different path, reselling brand-new products from Stacey’s ranges at significantly reduced prices online. This shift in Jemma’s professional life has raised eyebrows and sparked discussion about the changing landscape of influencer careers and family dynamics.
Among the items listed on Jemma’s Vinted page are products from Stacey’s “At Home With Stacey Solomon” collection for George at Asda. These include boxes of wine glasses listed for £2 (originally retailing for £8) and a three-pack of candlesticks priced at £2 (originally £14), as reported by The Sun. A black tablecloth and matching napkins are also available for £4, a combined value of £23.
Jemma’s Vinted inventory extends beyond her sister’s Asda range. She is also selling a wash bag from REHAB, a haircare brand in which Stacey is a co-owner, investor, and partner, for just £2. This listing appeared shortly after Jemma shared photos on Instagram of Stacey launching REHAB products at Selfridges, with a caption expressing her joy at her sister’s success: “Watching you smash life brings me so much joy.”
From Homeware to Hand-Me-Downs: A Business Pivot
The listings also include a limited-edition “Designed by Stacey” Abbott Lyon “Moon and Back Two Tone Belgravia 30 watch,” part of Stacey’s jewellery collaboration with the brand, currently retailing for £149, but offered on Vinted for just £10. Jemma’s Vinted account, which has over 17,000 followers, also features more unusual items, such as 18 till receipt rolls for £2, a small plastic storage box for £1.50, and a packet of paper napkins for £2.
Even as Jemma has stated that proceeds from the sales will be donated to charity, the listings are part of a paid collaboration with Vinted, suggesting she will also receive compensation for her promotional partnership. This arrangement has drawn scrutiny, particularly given the context of her recent business struggles.
Financial Challenges and a Shift to Influencing
Financial filings reveal that The Label Lady experienced declining net assets over three consecutive years, with cash reserves falling from £630,000 to £342,000, according to reports. As sales dwindled, Jemma attempted to reposition herself as an influencer, mirroring Stacey’s curated social media presence with posts about her family life, and home. She even openly sought Instagram verification, a move that some observers found attention-seeking.
In January, Jemma announced the closure of The Label Lady in a tearful video posted to Instagram, expressing uncertainty about her future. She stated, “I will be honest, we don’t quite know what that new beginning is yet,” and added that she and her husband would be “a little bit selfish” in pursuing new opportunities.
Amazon Affiliate Links and Policy Concerns
Alongside her Vinted venture, Jemma has been actively promoting her Amazon affiliate link, urging her followers to use it to help her reach a February commission bonus. Amazon influencers earn a percentage of commission on purchases made through their personalised links. Jemma appealed to her followers in a video, offering a giveaway of vouchers to those who used her link, stating, “I’ll be so grateful since I really seek to hit my bonus, and if I do, then I will do a big giveaway with vouchers as well.”
However, this tactic appears to violate Amazon’s Associates Programme rules, which prohibit offering any incentive in exchange for using affiliate links. The policy explicitly forbids “rewards” schemes designed to encourage purchases through personalised links. Several followers have reportedly flagged Jemma’s appeal to Amazon, and criticism has surfaced on online forums, with some users expressing disappointment and questioning her ethics.
This situation, combined with her Vinted reselling, has left some followers with a negative impression. The long-term impact of these actions on Jemma’s career as an influencer remains to be seen.
As Stacey Solomon continues to build her £10 million empire, her sister’s entrepreneurial journey takes an unexpected turn. The situation highlights the pressures faced by those in the influencer space and the complexities of navigating family relationships within a competitive industry.
What comes next for Jemma Solomon remains uncertain, but her recent ventures demonstrate a willingness to adapt and explore new avenues for income. It will be interesting to observe how she balances her promotional partnerships with maintaining authenticity and trust with her audience.
What are your thoughts on Jemma’s new business ventures? Share your opinions in the comments below.
