EXCLUSIVE: Rochelle Humes has been a household name for over two decades, building a business empire, but the TV presenter and entrepreneur shows how being underestimated became her secret weaponLynn Carratt18:35, 04 Jul 2026Rochelle Humes has spent much of her career proving people wrong. From her early days in S Club 8 and The Saturdays, to becoming one of Britain’s most successful presenters, entrepreneurs and media personalities, Rochelle has built an impressive empire. Yet despite years in the spotlight, she has revealed that people still often underestimate her.‌The host of the Ladies Who Launch podcast, 37, spoke candidly during the Power, Rewritten panel at SXSW London — alongside criminal barrister and author Sam McAlister and entrepreneur Hannah Holland, moderated by broadcaster Lucie Cave — about the misconceptions she has faced throughout her career.‌On how she’s learned to use them to her advantage, Rochelle said, “I spent so much of my career with people thinking I wasn’t switched on.‌“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 remark drew laughter, but for Rochelle — who is mum to Alaia-Mai, 13, Valentina, nine, and five-year-old Blake — it’s a serious point. For years, she has quietly been building businesses, negotiating deals and creating opportunities behind the scenes while others made assumptions about her abilities.‌Today, the businesswoman is not only one of television’s most recognisable faces but also the founder of leading children’s skincare and toiletries brand My Little Coco, proving that first impressions rarely tell the whole story.The conversation focused on what power means to modern women, and Rochelle was refreshingly honest about how her relationship with confidence has evolved.“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.”‌While many people often just see the glamorous side of Rochelle’s career, she has always taken a hands-on approach to the business side of her work.Long before launching her own company, she was scrutinising contracts and asking questions. “I’ve always been the person reading every line of every contract,” she explained. “I know what rights are involved, what investment is being made and what value is being exchanged. That’s how my brain works.”However, that attention to detail wasn’t always welcomed. A major turning point came after lockdown, when she launched The RH Group and began managing herself and her husband, JLS star Marvin, 41, allowing the couple to take complete control over their career decisions and future direction.‌The move gave her newfound confidence and reinforced something she had known all along: that understanding her worth is one of the most powerful tools a woman can have.Despite her success, Rochelle is quick to remind everyone that her path into business was far from conventional. “I knew absolutely nothing about business when I started,” she laughed. “I left school without GCSEs because I was busy being in S Club 8.”“I don’t remember half of it,” she joked about her pop career. “I was younger than my eldest daughter, but I remember the dance steps.”‌Looking back on her journey, Rochelle reflected on how many chapters she’s lived through. “Showbiz years are like dog years,” she said. “I’m about 250 because of all the different things I’ve done!”The star revealed she has never been afraid to admit when she doesn’t know something and believes that people often assume successful founders know it all.“I used to think successful founders had all the answers. The truth is that business is about adapting, pivoting and finding a new path when things don’t go to plan,” she explained.‌“The sign you’re doing well isn’t that nothing goes wrong,” she added. “It’s that you keep getting up and finding another way forward.”Early on Rochelle felt compelled to grab every opportunity that came her way. Now, however, she carefully considers whether projects align with her values, interests and long-term ambitions. The shift has helped her create a career that feels sustainable.As someone who shares parts of family life online, Rochelle believes audiences connect with honesty rather than perfection. “I’ve never tried to be something I’m not. I share what feels natural to me, my family, my work, my business and the things that genuinely matter in my life.”‌She also touched on the double standards ambitious women continue to face — challenging the problematic labels often attached to women who set boundaries.“Any woman who doesn’t immediately say yes gets called difficult,” she said, arguing that women are frequently encouraged to downplay their wins in ways that men are simply not.‌“We’re conditioned to soften our success,” she explained. “Men are often encouraged to state their achievements confidently, while women worry they’ll be seen as arrogant. I also never want it to appear that I’m man-bashing, although occasionally I will bash my husband if he deserves it.”Rochelle also shared what may have been her most powerful piece of advice. “We spend too much time proving ourselves,” she reflected. “If someone doesn’t understand your value, you don’t always need to work harder to convince them.”Instead, she urged women to stop apologising for taking up space and to own their achievements. It was a fitting note from someone who has spent years quietly proving that being underestimated can sometimes be your greatest advantage.Article continues belowAnd for those who still think she’s a ‘bimbo’, Rochelle seems more than happy to let them.Like this story? For more of the latest showbiz news and gossip, follow Mirror Celebs on TikTok , Snapchat , Instagram , Twitter , Facebook , YouTube and Threads .