Jo Malone CBE On Personal Brands, Making Mistakes And Life After Cancer

“You will always get some twit that says something, but you either let it get to you or brush it off.”

As we talk through the days that followed—days filled referrals to specialists, scans, lumpectomies, surgeries, and incomprehensible levels of fear—Malone wells up. “I was supposed to fly back to London seven days later,” but her doctor explained that wouldn’t be possible.“I fell on the floor, Gary fell on the floor, it was...it was the...I just couldn't believe it,” she catches her breath. “My little boy was tiny at the time and he was sitting playing with his LEGO.

“I knew I’d made the biggest mistake of my life, and I couldn't unravel it. I couldn't suddenly say, ‘look, I still can't smell!’” For five years, she cried every time she entered a department store or beauty hall and began to experience crippling anxiety. But it wasn’t as easy as she remembered. “Starting a business is always hard work, but it was a million times harder with Jo Loves than Jo Malone,” she admits.

By the time the first Jo Loves store opened in October 2013, things had turned around. Thanks, in large part, to a large J-shaped ‘tapas bar’ that was used as an experiential fragrance counter.

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