Two years later in 2008, Jo was honoured with an MBE for her services to the beauty industry.
In 2010, Jo turned her talents to television presenting making her debut on BBC One in May. The four part series ‘High Street Dreams’ conceptualised by Jo herself, saw her using her business experience and entrepreneurial spirit to help small businesses realise their dreams of trading on the great British high street. The show successfully helped to create six new British Brands.
“High Street Dreams was born from my desire to help create new jobs and businesses for the future, which I passionately believe can help to strengthen our struggling economy and breathe hope and new life into British industry. After building my own successful business, I looked around me and felt frustrated that small businesses and entrepreneurs weren’t being encouraged or equipped with information to help them get ahead. Having had 20 years hands-on experience I felt driven to nurture people who had the passion to succeed but lacked in confidence and business acumen. Scouring markets and fairs up and down the country searching for small businesses to mentor made it crystal clear that Britain is brimming with talent and I was left feeling overwhelmed by the sheer number of people who were desperate to take their business to the next level in the hope that they would one day stimulate employment and trade”.
Aware that her passion for fragrance never left her, it was following the TV show and falling in love with cooking that inspired Jo to play with food, flavours and colours that she had never used before. Being back in her kitchen, blending ingredients by hand and excited by the process, Jo soon realised that her instincts were prompting her to create fragrance and she found herself asking 'could I do it again?'
Possessing an inherent entrepreneurial flair, a head full of ideas and the desire to build another business, Jo decided to follow her instincts and return to the beauty industry. In November 2011, five years after leaving the Jo Malone brand, she launched her new brand JO LOVES to global anticipation.
JO LOVES captures the things in Jo's life that inspire her, from ingredients and people to moments in time nestled within bold red packaging; the heartbeat of the brand.
“When I start out with a fragrance I don't always know where it will lead. It's a creative process that often surprises me and I like that. JO LOVES will be full of excitement and anticipation and I want to discover things that I've only ever dreamed about. Everyday I’m struck by different smells which evoke emotions or memories that inspire me to be creative. The scent of my husband’s cologne, freshly washed linens, hot Moroccan mint tea, the smell of a horse’s saddle and New York in the rain are just a few of my favourites but the list continues to go on and on”
Today, the JO LOVES collection includes eight fragrances and two innovative layered scented candles. Her first new store opened in Autumn 2013 in London’s Belgravia where Jo's creativity came to life through pioneering new products and a unique in-store experience.
Recognised for her industry expertise, Jo regularly shares her brand building experience and passion for business and creativity by contributing to consumer publications, radio and TV. Past appearances include; BBC One The Apprentice; You’re Hired, BBC Two Working Lunch, ITV1 Loose Women and ITV1 Lorraine.
***JO LOVES is not a subsidiary company or an associated business of Jo Malone Ltd***