About Us

The Founder

Jo Eldridge is the Founder & Creative Director of Jo And Co and notably carries a long-lasting love affair with sensory shopping experiences. Her strongest childhood memory is of visiting Fortnum & Mason with her granny and experiencing the transformative effect of a physical store. Jo's visceral understanding of sight, scent and sound within the retail world is super-charged with 20 years in the fashion and marketing industry. She studied fashion marketing at university before making the move to London and immersing herself in the creative sub-section of retail including appointments at Mulberry head office and a central city marketing firm. London began to shape her unique sense of style and throughout this period Jo continued to be inspired by concept stores like Selfridges and Liberty whose Narnia-like ability to whisk the shopper away was unparalleled.

A move to Cornwall in 2010 gave Jo the opportunity to bring together her signature style, dedication to 'Old-school' customer care and sensory prowess to create a modern and immersive concept store in the heart of North Cornwall. Eight years on, the store thrives as a whimsical world of joyful and enveloping escapism for the modern woman.

Our Story

Jo Eldridge founded her eponymous brand in 2014. Her curated clothing and jewellery collections are inspired by her personal style, blended with the needs of a modern woman - this results in key edits of investment pieces that are a unique blend of romantic colour, expert construction and premium materials.

"Making women feel confident is my biggest driver. When a customer leaves the store feeling uplifted - that brings me so much joy." - Jo Eldridge, Founder & Creative Director.

The brand has since expanded and carries beauty products, skincare and fragrances that Jo felt were amongst her staple items, synonymous with uplifting and supporting her core customer. In the years that have followed Jo has added homewares and furniture to her store as a natural extension of her signature perspective on classic style.

The flagship store in North Cornwall is like stepping into a world of colour, scent and sound. The inspiring team innovate in order to be industry leaders in the concept store space and they continue to ask themselves "What would the most amazing independent concept brand look like in 10 years?". As a result the brand holistically supports women, champions investment in quality, strives for customer delight at every corner and is digitally-led.