Understated Elegance

Established in 1983, the world of Jo Malone London is known worldwide for three things: Its quintessentially British heritage, boutique service by Jo Malone stylists and fragrance combining. “The stories behind our fragrance are very British,” said Debbie Wild, Global Lifestyle Director of Jo Malone. “We have many inspired stories from English gardens or English poets, art, literature and music.” The evocative and fruity English Pear & Freesia, for example, was inspired by English poet John Keith.

As one of the pioneers of fragrance combining, Jo Malone is built on the foundation of creating a one-of-a-kind scent. “We know that our global consumer don’t want to smell like anyone else,” explains Wild. “We look into what fragrances you love, we work with that and we accessorize.” This means that you can layer two to four Jo Malone fragrances to create a truly bespoke scent. That’s why every Jo Malone store comes with a tasting bar, with stylists that help you pick your signature scent.

Speaking of individual scents, Jo Malone’s global bestseller would be the modern and contemporary Lime Basil & Mandarin. It has been the “hero” of the brand since its launch in 1999. Other noteworthy fragrances include the lively and spirited Wood Sage & Sea Salt that strongly recall breaking waves. This, and many other ranges, are also available as body creams, which—when applied before the corresponding fragrance—allows for a consistent aroma. Furthermore, Jo Malone also offers home candles as well as body and hand wash products to complete the range. All of these are available at Jo Malone’s newly-opened boutique—its first one in Jakarta, in fact—at Plaza Indonesia.