Currently we’re all going through a time where venturing outdoors and travelling has dramatically reduced. As a result, fragrances have become an important vessel in transporting us from lockdown to our favourite places. There is no better ‘fragrance maverick’ that manages to merge scents and memories together than Jo Malone CBE. Her fantastic business Jo Loves is an innovative new scent, bath, body and candle collection that is inspired by special memories and moments of travel.
As a lover of fragrance, candles and a huge fan of Jo Loves products I had the privilege catching up with this months ‘Chats With’ guest, Adam Ellis. Adam is the head of education and customer service experience at Jo Loves. I first bumped into Adam at ’An Evening with Jo Malone’ at Space NK Edinburgh and then again in the 42 Elizabeth Street Store in London, where his passion and dedication for the brand was so profoundly evident. His creative background in the arts allows him to tell each story of the fragrance range perfectly. Due to his close working relationship with Jo Malone and his continued dedication to the brand, I thought I would catch up with him to find out more about his career and this renowned brand.
Hi Adam, thank you so much for answering my questions today. Firstly, can I ask what your background is and how you ended up working for Jo Loves?
I’m from Swansea, South Wales and trained at Laine Theatre Arts on the 3-year Professional Musical Theatre course from 2000-2003. I was lucky enough to have a great, varied career within the entertainment industry for 13 years. Some of my highlights included Starlight Express, Chicago, Hair, Spamalot.
As I got a bit older I decided that I wanted to try something else that was a bit more stable and I actually took a job at Jo Loves as a Christmas Temp. I’ve always loved fragrances and perfumes. I love that each scent will evoke a totally different emotion or memory in everyone. I worked really hard to learn as much as I could and fast forward nearly 5 years and here I am! I’m so glad I took the leap and gave it a go.
As head of education and customer service experience you must be extremely proud to work for such an esteemed brand, what is it that you love about Jo Loves?
I am incredibly proud of the role I play within Jo Loves and don’t ever take for granted the faith that Jo has in me and my ability to tell her story and launch the brand around the world. I love that Jo Loves is pushing the boundaries with innovation. It’s not scared to be different. I also love that the brand is totally authentic and a true reflection of Jo.
At the 42 Elizabeth Street store in London Jo Loves has turned fragrance into an immersive experience through Fragrance Tapas and a Candle Shot Studio, can you describe what each experience involves and what was the inspiration behind these ideas?
Jo created Fragrance Tapas to be an immersive introduction to the brand. Jo has always loved Tapas restaurants and was inspired to create an experience that served bite-sized pieces of the brand to our consumer. It’s a complimentary experience, you get to come and sit at our bar and be taken through all of our fragrances and the story’s behind each iconic scent. It’s really fun and a real must for any fragrance lover!
The shot candle experience is so fantastic. You step inside our beautiful candle studio and create your very own bespoke candle that combines two fragrances of your choice. We are the only brand in the world who offers this experience and product. It also has a worldwide patent. Both these experiences can be booked in advance by calling the shop or dropping them an email.
It may not be easy but if you had to choose what would be your favourite scent from Jo Loves and why?
Such a tough one! I’d have to say Green Orange and Coriander. It’s a real soulful citrus fragrance but it also got a beautiful warmth to it. For Jo, it’s an autumn day in New York, having Sunday brunch next to a roaring log fire with a large, full-bodied red wine in hand. I cover myself in it all year round though and always have compliments when I wear it.
I met the wonderful Jo Malone CBE (and you) a few years back and heard Jo’s story behind the brand and was completely hypnotised by her creativity and tenacity, how is it working so closely with her in your job role?
Jo is incredibly hands-on with the brand which I love. We work very closely together and are often travelling to launch the brand in new territories. We have such a giggle on the road together. We work very hard when we are away but we will always reward ourselves with an in cold white wine to end the day. It’s so important to celebrate even small achievements.
I noticed that within your job role you get to travel quite a lot and Jo Loves fragrances are very much inspired by memories of travel. Where is your favourite place to visit in the world and why?
Travel is always something I’ve enjoyed. In my acting career, I was very lucky to get to travel the world and that hasn’t changed with Jo Loves luckily. I have seen some amazing places with work, including Shanghai, NYC and all over America and the Caribbean.
Last year my husband turned 40 and we travelled to Borneo on a real adventure holiday. It was a once in a lifetime trip and seeing the wildlife where its meant to be in its natural habitat was really breath-taking, especially the Orangutan. We don’t always have such adventurous holidays but we will always spend our money on travel whenever we can.
Jo loves weaves its beautiful fragrances through a number of other items such as candles, bath and body products. Why do you think the world of fragrance is so popular and what makes Jo Loves products stand out from the crowd?
I think fragrance is part of self-expression. It’s part of how we want the world to see us. It’s so personal and many fragrances will smell totally unique on each person.
I think Jo Loves products stand out because they have been created from a very authentic place. Each one inspired by Jo’s memories or experiences. When people hear their stories it’s hard not to relate to them.
The red dot is synonymous with Jo Loves packaging, is there any significance to this?
Jo is severely dyslexic and throughout her career has always given her seal of approval to something by Red Dotting it instead of signing it off. When Jo Loves went through a period of rebranding, Jo wanted it to have its own identity for the consumer with a recognisable logo. Jo was travelling to Shanghai as a member of the great campaign and a friend sent her a bottle of shanghai Red nail polish. She dipped a pencil into the nail polish and let a droplet fall onto the white labels in front of her – EUREKA moment the Jo Loves logo was created. Jo wants our consumer to know that every product with the Red Dot has been created by her.
Jo Loves was the first to introduce the world to The Fragrance Paintbrush concept. Being such an innovative fragrance brand, can we expect any new creative and exciting products in the future?
Jo is always working hard to push the boundaries within the fragrance world so hopefully, there will be many more exciting innovations to come! Watch this space!
This is more for my benefit 🙂 but when will a Jo Loves Store be opening up in Edinburgh? 🙂
Well, you can currently purchase a selection of Jo Loves from SpaceNK of George Street. We are a growing brand so hopefully, it won’t be too long until more Jo Loves boutiques start popping up around the UK and beyond.
Exciting stuff! You can read more about Jo Loves and there products on their website joloves.com