Jo Malone: One fragrance can take 10 years

Jo Malone says some fragrances can take her “10 years” to make.

The fragrance mogul has recently made a comeback to the industry after she sold her Jo Malone London brand to Estée Lauder in 2006, but her time away from the manufacturing spotlight hasn’t stopped her working on new concoctions, which can take her one day up to one decade to create a single product.

She said: “A fragrance can take me 10 years or one day. Creativity doesn’t have time on it. I won’t ever let someone from marketing … say I need to make something by the spring. It doesn’t work like that. I am going to create fragrances from my emotions and my integrity.”

Although the entrepreneur can spend 10 years on one fragrance, she still doesn’t have a specific method when she is designing new products and “just knows” when it’s completed.

Asked how she knows when a product is ready, Jo said: “I just know. No one has ever asked me that question, and it’s such a great question. It’s like when a book is finished or when a piece of music is done. The creator knows that. I put a red dot on the bottom of the bottle and go, ‘That’s finished. No one touch it. It’s done.’ My team celebrates with a glass of wine and it’s a really magical moment.”

The beauty expert announced her new venture Jo Loves in 2011, a decision she made because she was “so, so unhappy” with her decision to leave it all behind in 2006.

Asked by People magazine if she had any regrets when she left Jo Malone London, she said: “I was so, so unhappy. But I walked away from that business. No one forced me. No one pushed me out the door. I walked out myself. How often in life do we do something and we know we’ve made a mistake but can’t turn back? I could spend the rest of my life regretting it, or get up and try again. So I tried again with Jo Loves.”

 

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