Belgravia, London, UK

Jo Loves: The Elizabeth street shop (centre image belongs to

Jo Loves: The Elizabeth street shop (centre image belongs to

Jo loves tapas


I waited for what was almost two years to smell a Jo Loves perfume after hearing that Jo Malone, founder of the world famous Jo Malone London fragrance brand, was opening a new perfume house.

After breaking off from Jo Malone London in 2006, Jo came back with a bang in 2011 after a five year hiatus from the perfume industry. Jo Loves was launched by Jo Malone in November 2011, with a four fragrance line up: Pomelo, Orange Tulle, Green Orange & Coriander, and Gardenia.

Her flagship store on Elizabeth Street was actually the very first store she worked in as a florist, which later became the inspiration for her fragrance No. 24 The Flower Shop. The store itself is very bright, and each range stands with its collection of body creams, lotions and candles. As shopping experiences go, all the assistants are extremely welcoming, and take the time to explain their Fragrance Tapas experience (fun, if a little disjointed from the rest of the store in general).

Along with a tagine pot, a cocktail shaker, scented steam and paintbrushes galore, you can even pick up the fragrance ‘Shot Box’- ten 2ml samples from the collection.  At £38 per box, it includes the brand’s latest release Shards of Cedar & Red Thyme. My favourite fragrances from the collection have to be A shot of Oud over Mango, and Orange Tulle (sadly no longer available in the Shot Box). Fragrances are available in 30ml and 100ml bottles at £45/95, and can be bought in store or online at

Address: 42 Elizabeth Street, London, SW1W 9NZ

Opening hours: Monday- Tuesday 10am-6pm, Wednesday- Thursday: 10am-7pm, Friday- Saturday 10am-6pm

Closed on Sundays & Bank Holidays