Inside the life of mini business mogul Pixie Curtis

She’s just reached double digits and her mum says she’ll be able to retire at 15 — but what’s life really been like for Australia’s most business savvy child?

It’s safe to say not many people have had as successful a year as Pixie Curtis.

While only 10 years old, in March she launched her second business, Pixie’s Fidgets, with the help of her PR powerhouse mum Roxy Jacenko. It made more than $200,000 in its first month of operating.

It's gone so well that Jacenko revealed in December Pixie “could retire at 15”, with the revelation making international news.

“Our family joke has been I’ll be working till I’m 100 and Pixie will have retired at 15 – I certainly know who’s smarter,” Jacenko told news.com.au. .

“I take my hat off to her, she’s experienced a lot in her 10 years and is still a polite, caring and grounded young girl.

“She’s got many dreams which include a house by the beach and a Lamborghini SUV in the garage, so she’ll be working for a lot longer and harder to get that but she’s well on her way.

“Now the important lesson is to teach her to invest well and not squander her money.”

Roxy Jacenko and daughter Pixie Curtis have built and e-commerce empire. Picture: Instagram/Roxy Jacenko

While Jacenko said she has “never been busier” thanks to Pixie’s Pix and in December even launched a business for her son Hunter, 7, HPC Brand, it hasn’t stopped her other businesses.

“Sweaty Betty PR, my public relations company, is still running and we have a group of wonderful long term clients headed up by a great team … The Ministry of Talent, my digital Influencer Agency, which has gone from strength to strength doubling year on year since the start,” she said.

In fact, starting businesses for her children means the busy Sydney mum now gets to spent even more time with them.

“The one-on-one time I get to spend with Pixie and Hunter and the discussions around what we stock, how we shoot, who we choose as influencers has also been a blessing,” Jacenko said.

“Prior to now, I felt like I was a somewhat absent parent due to my work, now I work for my kids! I love it!”

So, how did Pixie become so successful she could quit working before she gets her L-plates? And what’s next for Australia’s most successful mini-mogul?

Roxy Jacenko and Oliver Curtis watching their baby daughter Pixie-Rose Curtis, left, during their wedding ceremony.

The Instagram account documented her flying first class..... Picture: Instagram/Pixie Curtis

And lounging poolside. Picture: Instagram/Pixie Curtis

‘Princess of Instagram’

Pixie first made headlines back in early 2014 when the then two-year-old was dubbed the “Princess of Instagram” thanks to her burgeoning social media following.

Jacenko had started an Instagram account for Pixie shortly after she was born, writing often tongue-in-cheek captions showcasing the adorable tot’s jetset lifestyle and fashion fits.

“The only time double velour is acceptable. In the air with a co-ordinating eye mask,” Jacenko captioned a photo of Pixie on board a first class flight.

Jacenko told Mail Online at the time that while there was “no strategic plan” behind setting up Pixie’s account she did plan to instil business savvy in her daughter.

“Pixie has an account which I opened a week after she was born and anything that she earns goes into that account so when she’s older, she has a good start,” she said.

“I’m going to teach her to be smart with her money, as my parents did with me, work hard, earn it but don’t blow it on materialistic things until you have property.”

Pixie's Bows has grown into a very successful business and is now stocked at Myer.

Business owner at 2

Following the viral success of Pixie’s Instagram account in May 2014 Jacenko launched a line of hair accessories for children called Pixie’s Bows.

The oh-so-cute bows featured heavily on Pixie’s Instagram account and quickly became the it accessory at playgroups and schools across the country.

In the years since the line has also garnered international attention, with Suri Cruise, North West and Khloe Kardashian’s daughter True all pictured in Pixie’s Bows.

The range is also now stocked at Myer and spawned an adult hair accessory and jewellery line known as Roxy Jacenko Accessories.

In 2018 a retail expert predicted Pixie could be worth $21 million by the time she turns 18 just based off the money she makes from her bows business.

Roxy Jacenko and her kids Pixie and Hunter. Picture: Damian Shaw

‘Everything I do is for the children’

But Pixie’s time in the spotlight hasn’t been without challenges.

In mid 2014 her Instagram account was briefly suspended, a decision that blindsided Jacenko and the tot’s followers.

In 2016 the then four-year-old was the victim of a disturbing photo prank where images of Pixie were doctored onto lewd photos and circulated among Sydney’s top fashion identities.

In response Jacenko switched Pixie’s profile to private, telling The Daily Telegraph she was deeply upset by the incident.

“As a mother, everything I do is for the children, both Pixie and Hunter,” Jacenko said.

“It sickens me to think that grown men, within the same industry, could ­possibly find any humour in ­superimposing my four-year-old daughter, or ­anyone’s child for that ­matter, into lewd and ­explicit situations. It is sick and in my eyes, it’s ­paedophilia.”

Pixie Curtis started Pixie’s Fidgets in May. Picture: David Swift

‘Amazing year’: Pixie’s businesses explodes

In March, the mini-mogul launched her own business idea Pixie’s Fidgets with Jacenko’s help, after the sensory toy took over playgrounds around the country.

It was a huge success, with the colourful bubble-popping toys selling out in the first 48 hours and earning more than six figures in its first month.

Pixie’s Fidgets joined Pixie’s Bows under Pixie’s Pixs, a range of toys, games and other Pixie-approved children’s goodies sold online.

Jacenko runs the day-to-day activities of her daughter’s businesses and couldn’t be prouder of Pixie’s drive at such a young age.

She told news.com.au it had been an “amazing year” for Pixie’s Pix, with it becoming “one of the leading e-comm toy retailers” despite the covid pandemic.

“Moving to the warehouse was an incredible milestone for us, initially there were plans to only run the business out of my communications office but we outgrew it so quickly a purpose designed warehouse was the next step to be able to maintain the rapid growth,” she said.

In August Jacenko purchased Pixie a $240,000 car. Picture: Instagram/Pixie Curtis

Pixie’s business has also given back to the community, donating to the Ronald McDonald House in early December.

“Being able to visit Ronald McDonald House in Randwick was also a proud moment, between rallying various incredible suppliers and then delivering over $60K of toys to children who were unwell and spending their Christmas in treatment was both rewarding and confronting for both of us – you really appreciate how fortunate you are to be in good health,” Jacenko said.

In August, Jacenko made headlines when she rewarded Pixie’s hard work with a brand new Mercedes-Benz GL worth $270,000 which she uses to drive the schoolgirl and her younger brother Hunter Curtis, 7, in.

While the business is going from strength to strength with, Jacenko stresses that she would have no problem with Pixie stepping away from it in the future.

“Really all a parent can ever want is happiness and good health for their children, and I am no different,” she said.

“I have said it from day one, the moment Pixie doesn’t want to be front facing or be involved with Pixie’s Pix and Pixie’s Bows then we will reassess. But for now, she is happy, learning so much.”