Page 54 of Guilty Mothers
‘That’s where they date back to. A May queen would be chosen from a procession. Beauty contests became more respectable with the first modern Miss America in 1921. They developed over the years, but the majority were for young, unmarried women. I used to watch all of the big four: Miss Universe, Miss World, Miss International, Miss Earth. The smaller ones that feed into these aren’t normally televised, but the big ones are quite the visual spectacle.’
‘How about child pageants?’ she asked.
‘Well, the modern child beauty pageant emerged in the sixties in Miami. I think the first Little Miss America began at an amusement park in New Jersey, but that was for the thirteen-to-seventeen age range.’
‘How many ranges are there?’
‘However many the organisers can include to make as much money as possible.’
‘Explain,’ Kim said. She hadn’t known it was that complicated. She figured kids turned up, put on their sparkles, got judged and went home.
‘I’ve been at pageants where they have as many as eight age ranges, the youngest being zero to eleven months and the oldest being sixteen to eighteen.’
‘How does that make the organisers more money?’ Bryant asked. ‘Surely it’s the same number of competitions?’
Kelvin shook his head. ‘The ranges are announced ahead of time. Parents see less competition for their child if there are many age ranges. Imagine if you had one-year-olds competing with four-year-old kids. Then when you add up the entrance fees for each category…’
‘Hang on. Don’t you just pay to enter the competition?’ Kim asked, starting to wonder just how much money was involved.
‘Ha, no chance. Each category is usually a separate entrance fee, so there’s talent, outfit of choice, sportswear, theme wear, evening wear, decade wear. They all cost money to enter, and you can’t get the big prize unless you enter them all.’
Kim said nothing, indicating he should continue.
‘The supreme titles are only available to girls who have entered every category and then a Grand Supreme is crowned. That’s the title with the money, big prizes, scholarships. All the things that help to make the investment worth it.’
‘Investment?’ she asked, making no attempt to hide her incredulity. That was a word that belonged in sentences with houses, savings schemes, jewellery, perhapsStar Warscollections but certainly not beauty contests.
‘Of course. Many parents feel the expenditure will be recouped and multiplied in the future, from modelling contracts, acting or even presenting work. Pageants are raking it in from parents who want to give their children the best chance of a bright future, but so are all the subsidiary services. In America alone they have over two hundred and fifty thousand pageants and the industry is worth twenty billion dollars. We don’t have the same numbers here, but it’s growing in the UK every year.’
‘What’s an average spend per pageant?’
He laughed. ‘Oh my goodness, there are too many variables. A lot depends on whether it’s glitz or natural.’
Her blank expression earned her a dramatic eyeroll.
‘Natural only allows lip gloss and mascara.’
How natural was lip gloss and mascara on a six-year-old? Kim wondered.
‘But the money is in the glitz. You’re looking at the cost of hotel rooms, professional make-up artists, coaching fees. A good pageant dress can cost up to eight thousand pounds.’
Kim balked. Her entire wardrobe wasn’t worth that.
‘There are families that have gone into debt, even lost their homes chasing the big prizes. Don’t get me wrong, the kids deserve it. Training includes long hours and strict daily routines. Some are pushed beyond their limits and denied necessary rest. There are private coaches and pageant schools popping up around the country. It’s a growing economy.’
‘I’m waiting to hear about the fun,’ Kim said.
‘Hmm…it’s not really about that. It often starts that way, but the attitude of the child is often dictated by the parents.’
Again, Kim found herself thinking of Toyah, who had been having a great old time. Kim didn’t doubt that for a minute. When she’d spoken of those times, a natural joy had appeared to spread over her face. She’d said she’d loved it all, and Kim believed her. What she wasn’t as sold on was the girl’s reason for leaving. There was more to that story than she’d been told.
The dressmaker continued. ‘I’ve been at pageants where contestants have put itching powder in their rival’s dress. I’ve seen girls distraught because their dress has been cut up. I’ve seen clothing and underwear missing, basic bullying.’
‘Sounds pretty toxic,’ Bryant observed.
‘It can be. It all depends on the parents. Some have been known to send presents to the judges to curry favour. Many moms target the biggest competitors with gossip and criticism. Kids have been disqualified due to the behaviour of their parents, but few people take it as far as Wanda Holloway.’
Kim shrugged to indicate she had no clue.