Jo Loves: the beauty brasserie around the corner

Starting out at a florist in Belgravia Street 30 years ago could have been the best inspiration for fragrance entrepreneur Jo Malone. Inspired by the floral fragrances within that very florist, Malone has come to be one of Britain’s most successful perfume creators being a founding member and creative director of Estée Lauder.  She has since moved on and created a new fragrance empire and brand called “Jo Loves”.

Now 30 years later, Malone moves into 42 Belgravia Street, which debuts her first Jo Loves beauty concept store.  The Jo Loves store mimics that of a brasserie, giving customers a platform to shop for beauty products as if they were socialising in an exciting bistro.

The store stocks existing fragrances alongside brand new bath colognes and new scents.  A “Fragrance Tapas” brasserie bar concept would be one of the first things you see when entering the store, giving customers a platform to pick and try different fragrances and scents.

Sticking to her creative inspiration, Malone launched the Flower Shop collection. Malone says: “Still to this day, 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.”.

Lucy Pennington

Find out more about the Jo Loves collection concept store by visiting their Facebook page.