Style Icon – Perfumer Jo Malone and her new brand Jo Loves

 

25th September 2014

There’s something utterly poetic about the fact that Jo Malone’s first ‘Jo Loves’ shop is just doors away from the site of a florist where she worked when she was sixteen years old. She reminisces, “I remember the subtle scent of tuberose and lilies, freesia and roses alongside crushed green stems on the floor and the smell of twine and brown paper.”

After building her hugely successful eponymous brand, Jo took a break, but thankfully for her legions of adoring fans worldwide, is back with a fresh new brand and a host of delicious new scents. How about ‘Orange Tulle’? Or ‘A Shot of Thai Lime over Mango’?

The ‘Jo Loves’ brand bears all the hallmarks that we’ve come to expect of this style icon – clean, modern lines with a freshness and elegance that is unmistakeable. This line-up of perfume bottles (which I just had to illustrate) pretty much says it all.

A selection of pretty Jo Loves perfume bottles illustrated in pen and ink with watercolour by Louise Keane of Amalfi White Living

It didn’t surprise me when Jo was quoted in a design magazine recently describing her home as feeling like “a tiny beach house in the middle of London….all white, wide white-washed floorboards, huge white linen sofas and white bare walls with hints of red”. Her description conjures up a space that is the perfect combination of elegant, stylish and relaxing.

I’ll bet her home smells utterly divine too.