Jojo opened her boutique in Liverpool when she was 18 years old. She's been a lover of fashion ever since being a little girl watching her Grand Mother toddle around in fabulous fur coats draped in jewels and watching her mother behind the sewing machine making beautiful garments.

Jojo spent most of her time studying blogs and Tumblr. She says she is mostly inspired by models and the lavish stylish women of Paris, Monte Carlo and New York.

Jojo says hand picking clothes for Jojo Boutique is a dream job. Jojo's loves are fashion, travel, luxury airports, macaroons and the smell of rain.

Jojo believes that fashion is a way of telling the world who you are without saying a word. A Jojo Boutique girl is someone chic and slick who demands attention when she walks into a room.