Beckham’s unique way of helping his younger sister attracts netizens’ attention
Her brother is a global megastar and one half of the world’s most glamorous power couple.
Now Joanne Beckham is stepping out of David’s shadow, launching her own business as a fixer for the rich and famous.
But just how much will she rely on his name? Laura Craik meets her — and her mother — to find out
I am curious to interview Joanne Beckham, who has just launched a new luxury concierge service. Her brother is permanently on display, while she remains hidden.
It must be hard, living with the blight of those inevitable comparisons. My husband hates being compared to his brother —and his brother isn’t a famous footballer with 115 England caps, his own fragrance range and an OBE.
‘Hello,’ I say to the man at the front desk of the St Pancras Renaissance hotel. ‘I’m here to meet Joanne Beckham.’
He looks blank.
‘She’s being shot for ES Magazine,’ I start to explain, when my mobile rings — an unfamiliar number. ‘Hello? Is that Joanne?’ I ask.
It’s not. A male voice introduces itself as Jay, former Notts County footballer and Joanne’s business partner at WeAreYourCity. Joanne is running late, he says; how about I join him in the Chambers Club suite where the interview is due to take place?
