For two days in a row, Roxy Jacenko pulled off a masterful PR move that nobody noticed.

Consider this.

Your husband’s just been released from prison, the media is frenzied and obsessed and camping in front of your door and you happen to be the most well-known PR personality in the country.

You know the paparazzi will be out in waves, and perhaps only for a short while, your face brandished across almost every major newspaper in the country. Your children’s faces, too.

You can wallow in frustration and anger and yearn for privacy, or, you can take control of the narrative. Not to mention capitalise on it.

And capitalise, it would seem, is exactly what Roxy Jacenko is doing.

Enter: Pixies Bows.

The company, the one leveraged off Jacenko’s five-year-old daughter and her increasing social media fame (at last count, Pixie had 110,000 followers on Instagram ) is a major money spinner, widely recognised as a multi-million dollar business.

And so, in the last two days, Pixie’s bows, in Pixie Curtis’ hair, have been front and centre of the media spectacle.

Take yesterday, for example. Pixie and her three-year-old brother Hunter were photographed leaving their Bondi home on the way to pick up their father from Cooma Prison. Pixie’s bows, two little red ones on two little buns, striking against the siblings’ matching trench-coat clad outfits.

Again, as the two stood at the door of the private jet ready to whisk Oliver Curtis home, photographers at the ready, the bows were in prime position.

A post shared by Roxy Jacenko (@roxyjacenko) on


And then, of course, Saturday morning rolls around and the family head out for breakfast in Bondi. Camera crews are waiting, photographers’ cameras lingering. Five-year-old Pixie this time is wearing a pink headband from Pixies Bows, shots of the family eating out once again front and centre of almost every major news site in the country.

Hours later, on Jacenko’s own Instagram page, was another photo of Pixie and the bows. A reminder, perhaps, that yes, this is a business the family owns, and yes, this is where you can buy them.

Oh, and perhaps a more subtle reminder, too: We may be the ones with the camera lenses and the headlines and the stories, but we will follow Jacenko’s chosen narrative after all.

The crux of that narrative? Business.

Roxy Jacenko and The Whole Damned Thing: