JoJo Siwa Reveals Why She Feels Protective Over North West

JoJo Siwa, who is relaunching JoJo’s Bows, spoke to E! News’ The Rundown about feeling protective over Kim Kardashian and Kanye “Ye” West’s 12-year-old daughter North West.

JoJo Siwa does not eff around when it comes to the Kardashians.

Not only does the JoJo’s Bows mogul feel protective over North West—the 12-year-old daughter of Kim Kardashian and Kanye “Ye” West—after previously serving as her babysitter, but she will also not stand for any kind of slander against the tween.

In fact, the “Karma” singer once confronted a choreographer’s assistant after overhearing the staffer “shading” North’s polarizing performance in a 2024 stage production of The Lion King.

“I literally stopped him and I said, ‘Listen, not in my studio,’” JoJo told E! News’ The Rundown host Erin Lim Rhodes in an exclusive interview. “Because I’ve been the 10-year-old that everybody says something bad about.”

The former Nickelodeon star also feels people typically target North because of her famous parents. As JoJo, 25, recalled of the confrontation, “I said, ‘Tell me about anyone else’s performance,’ and he couldn’t.”

Calling the whole situation “messed up,” she continued, “‘If we’re gonna s–t on a 10-year-old, we’re gonna not do it in my studio, so take a hike.’”

Besides, the former Nickelodeon star thinks North—who’s gone on to pursue a career in music, as well as modeled in a SKIMS ad—has “grown up into a really cool, young woman” with all that she’s achieved so far.

“I’m so happy for her,” she raved. “She’s just figuring it out. She’s just being herself, and I love it.”

That’s why JoJo said North “might like” her new collection of hair accessories. Dubbed JoJo’s bows, the line ranges from bright colors inspired by the outfits she wore during her iconic ponytail days to refined neutrals as a reflection of her more mature “Joelle” era.

“JoJo’s Bows is coming back for kids, all designed by me,” she shared. “Then, there’s the Joelle Bows for the older demographic of people—and they are beautiful.”

And after ditching bows for a time, the Dance Moms alum now considers her accessories line to be an encapsulation of her journey from a child star to “what JoJo Siwa as an adult looks like.”

“I finally have dialed in on the person that I actually am,” JoJo added. “And now bows is such a big part of my life that it just makes sense.”

Keeping reading to see JoJo’s evolution through the years.

September 2013

JoJo Siwa made her reality TV debut at age 9 while competing on the second season of Abby’s Ultimate Dance Competition, judged by Abby Lee Miller.

May 2015

JoJo celebrated the launch of Abby Lee Dance Company LA’s VIP Grand Opening.

May 2015

She rocked a glam jumpsuit at the 3rd Annual Reality TV Awards.

March 2017

JoJo accepted the award for Favorite Viral Music Artist at Nickelodeon’s 2017 Kids’ Choice Awards.

March 2018

She proved the sun never sets on a badass with her shades at the 2018 iHeartRadio Music Awards.

July 2018

Batter up: JoJo donned a classic baseball outfit at the Nickelodeon Kids Choice Sports.

August 2018

She showed off her signature style at the 2018 Teen Choice Awards.

March 2019

Even Kim Kardashian and North West keep up with the teen idol.

April 2019

JoJo’s star-studded Sweet 16 included a special visit from the Kardashian-Jenner family, with North and Penelope Disick fan-girling over the birthday girl.

September 2019

JoJo belted her heart out while on tour.

November 2019

JoJo spent her Thanksgiving giving back.

February 2020

The Dance Moms alum was all smiles at the Lakers game.

March 2020

It was a party in the U.S.A when JoJo and Miley Cyrus hung out.

March 2020

Who’s under that T-Rex? JoJo showed off her singing chops on The Masked Singer.

January 2021

JoJo came out on Instagram in 2020, wearing a shirt reading, “Best. Gay. Cousin. Ever.”

June 2021

Later that year, she and then-girlfriend Kylie Prew celebrated Pride together.

September 2021

JoJo performed onstage during a screening for her Paramount+ original movie The J Team.

October 2021

Making history as the first same-sex Dancing With the Stars pair, JoJo competed with partner Jenna Johnson on season 30 of the reality competition series.

April 2022

She said bye, bye, bye bye to her signature ponytail.

July 2023

JoJo got inked during an outing with outing with Raven-Symoné and wife Miranda Pearman-Maday. For her first tattoo, she got the number 1031 behind her right ear in reference to her 2019 to 2022 D.R.E.A.M. The Tour concert series.

March 2024

The singer teased her next project might not be suitable for all ages.

“The following content is not made for children,” she shared in a series of cryptic Instagram posts, “and may be disturbing or offensive to some viewers.”

April 2024

JoJo debuted her more mature look at the 2024 iHeartRadio Music Awards, rocking dark makeup and an edgy costume from her “Karma” music video.

June 2024

After turning 21, JoJo took a swig from a tequila bottle while performing at a Pride Month concert. Why?

“I was like, ‘I want to f–king take a shot before this,’” she explained on her JoJo Siwa Now podcast. “And my grandma was like, ‘All right, JoJo. You should do it.’ I was like, ‘All right, let’s do it!’”

March 2025

The former child star literally turned heads—including her own—when she stepped out at the iHeartRadio Music Awards with a towering headpiece made by her mom.

“I had this vision, and I found this online,” she told E! News of the unconventional accessory. “I told everyone on my team what I wanted, every piece to the puzzle.”