ABOUT JO EDWARDS LONDON
London entrepreneuse Jo Edwards (known to friends as Jojo) brilliantly fuses the styles and tastes of the East and West. Taking the traditional vibrancy of places like Rajasthan and tailoring them to European fashion, Jojo's exceptional colour palette makes her designs stand out in terms of quality, style and affordability.
Jojo’s love affair with India started in the 1980s when she travelled around the country, becoming so enthused with the people, culture and the richness of colour and art that she started importing some of the beautiful artefacts that had caught her eye. As accessories became a must for every wardrobe, Jojo moved from furniture to fashion. Her skill at finding and creating the best materials, colours, and designs quickly led to starting her own label, and Jo Edwards London scarves and jewellery are now found in wardrobes around the world.