For our Ladies Who Lead series, the founders of tech and lifestyle brands that disrupted their respective industries share their journeys from startup to success and the challenges they overcame. Here, Jo Malone CBE, who sold her first company to Estée Lauder and now owns her second fragrance venture Jo Loves, discusses owning your ideas, the importance of discipline and having the confidence to go with your gut
What were your dreams and fears when starting Jo Loves?
After selling Jo Malone to [Estée Lauder], my dream was to build a global brand all over again. From day one I always wanted to change the world through fragrance, harness my gift which is to create fragrance and bring that into people’s lives.
My fear, I suppose like anyone, was could I do it again? Would I fail? Would people know who I was still and was I relevant? I think that was the biggest fear. Of course, fear is part of motivation; you can’t live your dreams, or be a pioneer if you are frightened of fear itself. But once you push through the fear and start to build, the adrenaline kicks in and keeps you going.
In hindsight is there something you wish you knew that could’ve helped you?
I think one of the things—I mean I never look back and I never regret anything—but one of the things I did in the beginning was rush straight into building a business without proper discipline. I made lots of mistakes creating Jo Loves at the beginning, which is very strange because I certainly didn’t in the first one, but sometimes as an entrepreneur, mistakes will still happen—we’re human after all. But I’m happy with who I am, I listen to my gut instincts a lot, even if everyone in the room disagrees. I will often find my way.
See also: 111Skin's Eva Alexandridis on imposter syndrome and finding the learning in everything
What was the best advice you were given?
I’ve had lots of really good pieces of advice. I love inspirational stories. I find reading other people’s stories really helpful—to see that other people face the same things. It doesn’t matter how big or small the brand is, one of the most important things is having ownership over who you are and your ideas. I think somebody once said to me that the best parts of the Jo brand are still in your head, and I loved that and have lived my life very much by that.
What are some turning points in your journey thus far?
Launching the Jo Loves flagship store on 42 Elizabeth Street in London was a huge turning point for us. It gave us a home, it gave us four walls, we were able to really show the consumer who we are and what we are doing.
Then, the first time we went global and saw our brand reaching around the world was another turning point.
To be honest, moving to Dubai has not just been a turning point for the business, but for my life too, because of the adventures I’m having and the renewed belief in my ability to take on the world again.