Jo missed her children so much that she created a brand that gives children an extra sense of security when apart from their loved ones. The clothes, mostly in leopard or lighting bolt print feature superhero characters and feature a superpower button which, when pressed, gives the child a burst of special superpowers. The range includes superhero sleep buddies, animal shaped cushion comforters that sit on the bed watching over the children when they sleep. A pocket on the back holds a photo of whomever they want to keep close to help with separation anxiety. For every Superhero Sleep Buddy sold, the brand gives one to a child in need. They donate to children who have lost a parent or are seriously ill via Great Ormond Street Hospital. The inspirational brand has captured the heart of the nation with Billie Piper, Liv Tyler, Robbie Williams all taking to Instagram wearing the iconic sweatshirts. This award-winning brand is available at Liberty, Harrods and Harvey Nichols.
Here we talk to Jo about the podcasts that accompany her bubble baths and how she hates online trolling.
My favourite website… The Pool - It’s a brilliant online magazine with great writers. I also love Mental Floss [an American media company for millennials]. For interiors inspo (my other love), I go to Domino and for beauty, I love Sali Hughes Beauty.
My favourite app… Instagram, of course - I am such a visual person I absolutely love Instagram. And WhatsApp; I don’t know how I lived without either of these apps. I love Snapseed for editing pictures. I think Peanut is an awesome app for new mums. I don’t use it myself as I don’t even have enough time to see my best friends often enough, but for new mums, who can often feel quite lonely on maternity leave, it is a genius idea. It’s like a dating app but for mums who want to meet other mums.
My blog of choice… I love The Frugality and Work Work Work by Katherine Ormerod. I also love beauty blogs like Caroline Hirons and A Model Recommends.
My internet hero… Sheryl Sandberg - I love her books and empowering ethos. I also find Natalie Massenet incredibly inspiring, not only because she created Net-a-Porter, but also how she continues to innovate and inspire.
My favourite podcasts... I am completely obsessed with How I Built This by Guy Raz - He interviews entrepreneurs about how they started their business and it is absolutely fascinating. My current favourite way to relax is lying in a hot bubble bath listening to ‘How I Built This’. This way I don’t feel like I’m wasting time just lying there. I am not very good at switching off.
My most recent buy online… a dress from Lily and Lionel - I have a thing for Lily and Lionel dresses; they create really beautiful shapes and their prints are just gorgeous.
Book just downloaded/ read… ‘Do No Harm’ by Henry Marsh- He’s a famous neurosurgeon who has written about his life and work. Having suffered a brain haemorrhage and undergone brain surgery myself, it is a really fascinating (if not a little terrifying) read. It really makes you think about the fragility of life.
Favourite tweeter… I am not on Twitter as much as Instagram these days, but I do love Caitlin Moran’s tweets.
Favourite instagrammers… I love @manrepeller. I also love a bit of @motherpukka for her insta stories, which are hilarious. Also I follow @thailandluxe for escapism. Thailand is my favourite place so I love these pictures popping up on my feed.
Social media allowed me to meet… a whole network of amazing women. I’ve made some great friends through social media. I am currently trying to meet Blake Mycoskie, the founder of TOMS via social media. I am hugely inspired by his story and what he has created with TOMS. Giving back and helping others is so important to me so I am so inspired by brands with a real purpose.
Most worthwhile newsletter subscribed to… Sheerluxe and The Business of Fashion - I have unsubscribed from most but I do love these.
Pet hate about life online… trolls. I have friends who have had the most horrible trolling on forums or on their own Instagram accounts and it is just awful. Also I hate the ego issue. Some people get so carried away by the number of followers they have, you can see them changing before your eyes as their followers increase. I hate that side of things, where people feel validated by the amount of followers they have. It’s rubbish.
Stand out online memory… When Instagram turned pink in support of Scamp & Dude. We had our trademarked slogan (a Superhero has my back) copied by a supermarket at the beginning of the year. It was a really stressful time, but it was absolutely incredible to see the show of support by the Insta community. Literally thousands of people shared the same image of my slogan on the back of one of our pink sweatshirts, demanding an apology from the supermarket for stealing my slogan. I’ve never seen anything like it, we were trending and Instagram literally turned pink as thousands of people shared the same picture. I was blown away and it reminded me why I love Instagram so much.
May 2018