JoJo Siwa, the vibrant singer and renowned dancer, opened up exclusively to PEOPLE at the Industry Dance Awards in Los Angeles, held on October 21, 2026. This event, organised by the charity Dancers Against Cancer, aims to support individuals and families within the dance community who have been impacted by cancer.
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In the interview, Siwa discussed her iconic hair accessory line, JoJo Bows, which she co-founded with her mother, Jessalynn Siwa. Now an established brand, JoJo Bows has expanded to include a line tailored for adults, reflecting a significant evolution in their product offerings.
Siwa gave full credit to her mother for the success of their business. “I have to give that credit to my mum,” she confessed. “She runs that business, and we’re 50-50 in it. And she does such a great job with it.” This partnership has been pivotal since the inception of the brand when Siwa was just four years old, creating handmade bows that were initially sold to local hair salons.
The oversized bows quickly became a staple following JoJo’s rise to fame on the reality series *Dance Moms*. The mother-daughter duo initially collaborated with Claire’s and Nickelodeon, leading to the sale of over 50 million bows worldwide by 2019. However, as the brand evolved, Siwa expressed a desire for greater creative control.
Reflecting on her experiences, Siwa noted, “It really got out of my control. It kind of just became like, ‘Oh, JoJo, here’s your bow.’ And it’s like, ‘Wait, but I didn’t really have anything to do with this bow.’” Now, she proudly curates every new bow’s colour and design, often showcasing her latest creations on social media, making them accessible via her official store.
When asked whether bows would ever fade from her life, JoJo replied emphatically, “Never!” She reiterated her connection to bows, noting, “Especially now that we have the evolution, the Joelle Bows,” signifying her dedication to her brand and its growth.
However, Siwa has experienced personal challenges regarding her signature accessory. In a previous interview, she opened up about the anxiety she faced when she decided to diversify her hair style around her 18th birthday. “It just felt like the right time to do something different, something maybe a little more mature,” she explained. The decision to change her style was surprisingly more difficult than coming out about her sexuality, which she had shared the previous January.
Despite her changing hairstyles, JoJo reaffirmed her love for bows, stating, “The bow is still a part of my life. I still love bows—I forever will. They’re who I am, but maybe I won’t wear it every day.” This sentiment reflects her desire to evolve while remaining true to her identity.
Additionally, Siwa shared insights into her personal style philosophy during a recent episode of PEOPLE’s *Rules for Life* series. Her goal is to evoke curiosity and intrigue through her wardrobe choices. “I think for me, when I’m finding a style, it’s ‘How can I be so messed up, so weird, so whack?’” she explained, revealing her intention to provoke questions and keep her audience guessing.
JoJo Siwa continues to inspire many through her work and embrace of self-expression. As her career progresses, she remains committed to her brand and her signature style while also exploring new avenues for creativity. Her unwavering attachment to her bows, paired with her willingness to experiment with her look, showcases a dynamic personality that resonates with fans of all ages.