Summer House star Ciara Miller has been hit with an avalanche of business opportunities after her best friend Amanda Batula and ex-boyfriend West Wilson confirmed their secret romance.
“Ciara has approached several brands about working with her,” a source exclusively tells Page Six.
We’re hearing there’s been a “flood” of endorsement opportunities after the scandal rocked the Bravo sphere earlier this week.
“Everyone wants to work with Ciara right now,” the source added.
Brand specialist Kayleigh Cornelius told Page Six that the surge in opportunities for Miller is a prime example of how reality TV storylines can “translate directly into commercial value.”
“Ciara benefits because audiences are emotionally invested in storylines and brands want to align with trends and personalities that are being talked about in a positive or empathetic way,” Cornelius explained.
“She comes off as genuine and down-to-earth in the drama, which is very valuable from a brand perspective and is probably why deals are pouring in for her.”
PR experts drew similarities between Miller’s feud with her co-star and the cheating scandal between Vanderpump Rules star Tom Sandoval and Ariana Madix, who was famously nicknamed “Scandoval” by Bravo fans.
“When a reality TV moment receives widespread attention, someone can be elevated from a performer to a headline figure almost overnight,” Cornelius said. “Ciara Miller may not have reached that exact scale yet, but she’s clearly on a similar trajectory (as Maddix) in terms of increased visibility and opportunities.”
Mr Cornelius urged Mr Miller to act “swiftly” and “strategically” to take advantage of this headline-grabbing moment.
“With attention at its peak, now is the time for her to sign brand deals, forge meaningful partnerships and expand her presence beyond the show,” Cornelius said.
However, Cornelius noted that Miller, 30, should approach his business dealings “with care.”
“[Ciara]should partner with brands that really fit her image. So it’s genuine, not opportunistic, and feels like she’s trying to ‘sell it out,'” she said.
Cornelius advised Miller to think “beyond short-term deals” to build long-term partnerships.
“That could be launching her own product line, securing an ambassador role, or even stepping into other media opportunities such as hosting or collaborations that establish her as more than just a reality TV personality,” she said. “Overall, the goal for her is to turn this increased attention into a lasting personal brand that will support her career.”
Furthermore, Miller’s exposure in this drama could be a “launching point” for her career.
“The world of reality TV rewards those who can stay relevant beyond the initial drama. Ciara has the opportunity to do just that by remaining visible, consistent and commercially smart,” Cornelius said.
“Ultimately, her career is likely to get even stronger from this point on, but it all depends on how she takes advantage of this window of attention. Those who act quickly and strategically tend to come out on top, and now is exactly the time for her to do it.”
Last week, Page Six revealed that Miller and Batula, who became close friends on the show’s set, were feuding after rumors surfaced that the latter was having an affair with West. (Miller and West were romantically involved, and their on-off relationship was a major plotline on their show.)
Batula, 34, and Wilson, 31, confirmed their relationship in a joint statement shared via Instagram Stories on Tuesday.
“We have shown each other as friends over the years, through good times and bad, but what has recently developed was something neither of us expected,” they wrote, noting that their connection was “born out of a genuine friendship over many years.”
The same day, a source confirmed to Page Six that Batula and Wilson are in a “serious relationship.”
“This is more than just an affair,” the source said, noting that the contestants are “angry” and “disappointed” as the fate of the reality show remains up in the air.
However, a source said last week that West had been in an exclusive, months-long relationship with a woman named Maya Moreno. Officials say Mr. West assured Mr. Moreno that he was not sleeping with anyone else.
Meanwhile, reports surfaced on Friday that West had been dating Miller weeks before admitting to his secret romance with Batula.
News of West’s shocking relationship with Baluta comes shortly after she and co-star husband Kyle Cooke announced their separation in January after four years of marriage.
Representatives for Mr. Miller did not immediately respond to Page Six’s request for comment.
