Elizabeth Street – a pretty street nestled in the heart of Pimlico, peppered with pink fronted shops – is worth a wander when you have a spare, sunny sunday afternoon in London. We went along to Jo Loves, hidden on a quiet corner of Elizabeth Street, for a spot of tapas – fragrance tapas, that is. The story behind the brand is largely unknown, and so, it was a treat for the ears, as well as the nose, to go into the store, and learn where it all began.
Unbeknown to most consumers, Jo Malone sold the original company to Estée Lauder, remaining there for a further seven years as creative director before leaving the company in 2006. Her passion for the beauty industry still aflame, Jo returned five years after leaving Jo Malone to create a new brand, Jo Loves. The first store, at 42 Elizabeth Street, was were she had begun her career as a sixteen year old florist.
The shop on Elizabeth Street is the first, and only, Jo Loves store in London. As you step off the pretty street and into the beautiful, bright white store, subtle scents from each of the delicately perfect fragrances sink into your skin. The fragrance tapas is free to anybody who walks into the store, and takes you through each of the magical Jo Loves scents. Our favourite was a light, floral fragrance called white rose and lemongrass – it’s delicious and reminded us of the white roses blooming in the Dolphin Square gardens.
Our garden has a bloom of colour in the spring and summer, especially from the rose beds. Shaded by the award-winning mimosa tree, the rose beds boast an array of red, white and pink roses, sitting proudly under the infamous Dolphin fountain. The dolphin fountain, commissioned from James Butler RA in 1987, can be found in the centre of the garden. If you haven’t seen it yet, come and have a peek during Open Garden Square Weekend, between 18-19th June 2016 – see you there!
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