Episode 19: Jo Loves

Embrace New Beginnings, with Jo Malone CBE



About the Episode

Jo has one of the most recognizable names in the perfume industry. Starting out with handmade scents from her kitchen, she grew Jo Malone London into a cult classic brand worn by royals. She sold the company to Estée Lauder in 1999, and after stepping away, found the inspiration to start a new venture, Jo Loves. It’s a rekindling of her deeply personal relationship with fragrance.

In this episode, Jo sits down with Mariya Nurislamova, Scentbird’s co-founder and CEO. She reflects on what makes her a successful entrepreneur, tells the story of the scent that changed her forever, and reveals a new creation that is revolutionizing how people apply fragrance.


• Jo’s story
• Jo’s extraordinary sense of smell: “I could smell if the dog was sick”
• Dyslexia, synesthesia, and fragrance as a superpower
• Seeing color for smell?
• The magician’s assistant and early entrepreneurial roots
• The promise Jo made to herself
• As a 16-year-old, a dramatic scene gets Jo fired from her job at a flower shop
• Full circle: the story of No. 42 Elizabeth Street
• Ready for fragrance tapas? Nothing to eat, only to smell
• Why brands need to create a “first kiss” moment
• Jo’s tips for scenting your home
• The scent that changed Jo forever
• How to seal the deal with a retail partner? Douse their Burberry coat in Pomelo
• Jo’s go-to fragrance notes
• Why life is not about succeeding or failing
• A fragrance paintbrush? A revolutionary new idea
• How Jo thinks about packaging and the story behind the red dot
• Scent Spotlight: Mango Thai Lime, White Rose & Lemon Leaves, and Number Forty-Two The Flower Shop
• What would the Union Jack smell like?
• Mariya tells Jo a quick story and Jo recreates it in 5 fragrance notes or less
• Don’t worry about the teacher who didn’t believe in you as a kid

Featured Fragrances

Pomelo by Jo Loves
Jo by Jo Loves
Mango Thai Lime by Jo Loves
White Rose & Lemon Leaves by Jo Loves
Number Forty-Two The Flower Shop by Jo Loves

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