Jo Loves… a peek in store.
I popped into the Jo Loves store on Elizabeth Street in London recently, to check out the new Jo Malone venture. We probably owe more to Jo Malone’s gifted nose than we think – my house is certainly busting at the seams with the scent of anything from Lime Basil & Mandarin right through to Pomegranate Noir, but the new kid on the block in her fragrance revolution is a cute little store nestled in the heart of bustling Belgravia.
Step inside the pared back pristine space, and you are immediately transported into a haven of luxury sensual aromas. With a long red bar offering fun fragrance tapas experiences, it’s definitely a place to pop on your gift list or think about as a venue for celebrating a girlfriend’s special occasion.
The Fragrance Tapas experience might look like you’re about to chow down on some delicious tapas treats but it’s actually a fun mix of scent discovery. There’s a tagine where bath cologne is warmed and the fragrance released via a cloud of scented steam. Then cleanser is shaken over ice, strained into a shot glass and served with fragranced foam. They also have a lotion which is gently whipped before being swept over your skin with a paintbrush.
Alternatively, you can amuse your nostrils with all sorts of scents creating a bespoke candle shot in their dedicated studio… I was surprised about the kind of smells I was drawn to which I hadn’t even considered before.
The new Jo Loves collection has managed to ‘bottle the aromas, moments and memories that inspire her’, and if you close your eyes and immerse yourself, you can be transported to all sorts of glorious places. For more inspiration go check out Jo Malone’s best-selling autobiography ‘My Story’ – you won’t be disappointed.
To book an experience, head to the Jo Loves website here.