I’ve long been a fan of the legendary Jo Malone. Who doesn’t know the story of how the self made entrepreneur built one of the most recognisable luxury fragrance brands, only to lose the rights to her name, and the option of working in the industry, she had so significantly shaped.
After a 5 year hiatus, Jo Malone returned to our shelves and dressing tables with the affably named Jo Loves.
The beauty of the Jo Loves, is that although the branding may be different (and more delicate) the nose has remained the same. And what an almighty nose that is.
Jo Malone is remarkably unique in her ability to combine the most unlikely of scents: Smoked Plum & Leather, White Rose & Lemon and Fresh Sweet Peas; all of which are harmoniously combined to create unique blends, at the height of luxury.
So, when I was invited down to the Elizabeth Street store, to immerse myself in the Jo Loves experience, I was there in a heartbeat. I brought my younger brother along for the ride, and he was surprisingly enthralled by the whole thing: exhaustively debating between whether the Red Truffle 21, or the Pomelo, were his favourite scent, (but more on that later.)
The store is bright, airy and effortless, and all we have come to expect from Jo Malone.
It was bustling, which was definitely a surprise, considering the understated store location, (tucked away on a pretty street in Belgravia.) Yet it seems, that the Belgravians know a good thing when they see it; and they were there in their droves.
We took a pew at the bar. It was like being in a fabulous cocktail bar, but we would be shaking up scents, and not spirits.
We were walked through a variety of courses. First up on the menu was the Tagine. Where one of Jo’s signature Bath colognes’s was warmed in a small tagine and released through a cloud of scented steam.
Next up was ‘On the Rocks’, where one of Jo’s cleansers was shaken over ice, strained into a martini glass and spritzed with scent.
Last on the list, was the Veloute- where lotion was whipped up into a light as air mousse, and brushed gently onto our hands.
At each course, we were able to sample one of Jo’s twelve signature scents, only in agreement of our love for Pomelo; the brand’s bestseller.
The standouts for me, were definitely Pink Vetiver, Mango Thai Lime, Salted Caramel and White Rose & Lemon Leaves; although to be fair, they were all divine and would make the best of gifts.
After we had experienced the Fragrance Tapas, we were invited into the candle room at the back; in which even more customisation is possible; although sadly we didn’t have time to delve into it that day (great excuse for me to return I think! Wink wink.)
As the kindest of gestures, the Jo Loves ladies gave me a candle and fragrance of choice, and I have to say I felt like a kid in a candy store as I watched it being wrapped up. The packaging is sublime, and more than enough of a reason to spend (and spend big.) Every box comes in a union jack embossed heavyweight Ivory box, wrapped in red ribbon. The candle came with a gorgeous glass lid, wrapped in ribbon, with extra-long Jo Loves branded matches, with signature red tips.
Although Jo Malone has already established a hugely successful British brand, she has proved that it was no fluke; as she introduces another exquisite brand in to the mix.
As I sashayed around Belgravia with my huge bag wrapped in standout red ribbon, I felt I had been admitted into a club of discerning ladies in the know.
Jo Malone should most definitely be watching it’s back, as there’s a new Jo in town, and she means business.
For more information visit: Joloves.com