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Business Story: How Jo Malone revolutionised the scent industry
Jo Malone shares her advice for business owners during the pandemic
UK entrepreneur tells how she created low-budget hype by getting friends to walk around New York with Jo Malone bags. Malone, whose perfumes , candles and bath oils are sold around the world, has revealed that the success of her business was built on a stunt in , whereby she arranged for branded bags to be walked empty around New York City to drum up interest in her upcoming concession store at Bergdorf Goodman. And so, with the help of her husband, Gary Wilcox, she arrived at an idea to create a buzz around her product without spending millions on marketing. Malone contacted 50 people she knew through friends and asked them to walk around fashionable districts with her bags every time they left their homes.
Jo Malone, Tom Ford & Aveda
I struggled to learn the time. This is how the woman whose name is synonymous with modern fragrance and that pale-wood floors and white peonies aesthetic likes to kick off inspirational talks. I think the things that are sad and difficult are just as important. And what a cracking tale it is, with a new twist just around the corner.
The story of Jo Malone serves as a testament that entrepreneurial spirit never fades. For others, being internationally praised as a self-made entrepreneur might have been enough, but what happened after those five years was one more detail that set Malone apart from her peers. Sometimes, regardless of what you most want in life, you have to be respectful of the people around you.