Ever wondered what fills the shopping baskets and online carts of the world's most successful entrepreneurs? Jo Malone CBE, the celebrated founder of the Jo Loves fragrance empire, has opened up about her personal spending habits, favourite stores, and surprising everyday essentials in a revealing new interview.
From South London to Global Success
Jo Malone's story is one of remarkable resilience. Growing up in south-east London, she left school at just 13 to care for her mother. She later founded the iconic Jo Malone London brand, sold it, and departed in 2006. Not one to rest, she launched Jo Loves and, in 2023, moved to the Middle East for adventure, where she created a new company and even launched a drinks business, Jo Vodka, in 2025.
Luxury Treats and High Street Haunts
Malone's shopping preferences blend high-end luxury with trusted high-street staples. Her most recent self-treat was a £690 chocolate brown and white silk co-ord from Me+Em, which she adores for its jumpsuit-like appearance. For jewellery, a Tiffany star necklace from her husband, Gary Willcox, is a daily worn treasure that reminds her of her family's love.
Yet, her grocery list is refreshingly relatable. She sources chicken breast with asparagus and Parma ham from Waitrose, alongside hummus, taramasalata, and fruit from Marks & Spencer. She also champions smaller specialists, praising Jago's butcher in Chelsea for its chicken and apricot sausages and wild boar, and a local fishmonger for exceptional crab cakes.
Home Habits and Gadget Guilty Pleasures
The entrepreneur's home life reveals a penchant for freshness and convenience. Her most-used gadgets include a Dyson cordless vacuum for quick clean-ups on wooden floors and a clothes steamer, which she uses not just on garments. "I like my bed steamed every day so the sheets are fresh and clean," she admits.
For homewares and inspiration, her favourite bricks-and-mortar shop is an unexpected one: Ikea. She loves wandering the aisles, getting creative with flat-pack furniture, and indulging in the gingerbread cookies and food section at Christmas.
Her online loyalties lie with foodie site Sous Chef for global ingredients and Australian designer Camilla, whose website she finds cheaper than the UK version. Items on constant repeat order include Charlotte Tilbury Magic Cream, Chanel lip gloss, and olive oil, which she buys 20 bottles at a time.
Regrets, Scrimps, and Splurges
Not every purchase has been a success. Malone expresses regret over buying an electric car, citing the financial loss upon selling it after moving abroad from the UK. She now prefers public transport or scooters.
Her biggest splurges are reserved for experiences, not things. An annual family road trip is a priority, with a recent week-long tour of Italy involving cooking courses, wine tastings, and beautiful hotels. Conversely, she scrimps passionately on food waste. "I cannot bear food being thrown away," she states, always taking restaurant leftovers home and making meals from scratch.
From M&S multipack underwear to Eres swimsuits and a vintage golden butterfly necklace found in Italy, Malone's shopping ethos is a unique mix of pragmatic, passionate, and personal. It reflects a life built from humble beginnings, where luxury is cherished but waste is abhorred, and where a steamed bed is as non-negotiable as a perfect nectarine.
