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Jo is a fragrance designer known for revolutionizing the way we experience scent.

Five years after leaving my first global brand, I found myself in what felt like limbo. I haven't been able to create fragrance, something that has always been at the core of who I was. The question loomed:

Could I do it again?

The fragrance industry had evolved, demanding innovation and authenticity. Did I still have something new to offer? Could I reimagine myself, not just as the person who built a beloved brand, but as Jo Version 2.0 - someone ready to break the rules all over again? It wasn't easy, I really struggled. Inspiration just wouldn't come.

I started doubting myself and experiencing waves of anxiety. But then, on a quiet day in Parrot Cay, a stingray glided beside me along the shore, mirroring my steps. In that serene moment, I felt the spark again. That was the day Pomelo was born-not just a fragrance but a reconnection to creativity, joy, and purpose.

From there, the ideas flowed. But I knew I didn't want to just create fragrances as before.  This time it had to be different.  This time I had to completely reinvent myself, the experience and the product. I wanted every creation to tell a story, to surprise, to challenge expectations.

Fragrance Tapas was inspired by small plates at a Tapas Bar in Harrods, offering scent in layers, just like flavours on a plate. The Layered Candle captured my love of blending fragrances, while the Fragrance Paintbrush was a tribute to my artist father.

We then introduced the Shot Candle, inviting you to be the creator and later, the Hand Sanitiser & Lotion Duo, born out of the challenges we all faced during Covid. Every step of this journey required boldness, introspection, and unwavering determination to deliver something meaningful and innovative.

Jo Loves isn't just another fragrance brand, it's a celebration of creativity, connection, and the power of transformation. It's a testament to the belief that something truly different is always possible.

Welcome to Jo 2.0.

Welcome to Jo Loves.