Personality Meets Purpose In The Warm World of Jo’s House
Tucked away in South London's Herne Hill, Jo’s House is a feel-good local destination that acts as an extension of founder Jo’s own home: filled with soft textures, timeless pieces, and a warm welcome for everyone who walks through the door.
With an initial interest in jewellery and a background in retail at Harvey Nichols, Jo opened her shop in 2017 after a personal turning point, bringing to life her long-held dream of bringing together beautiful, meaningful products in a space that felt anything but ordinary.
Today, Jo’s House is all about great design, independent brands, and connection — both with the local community and through the stories behind the products she stocks.
We caught up with Jo to chat about the laughs in the shop, how she chooses what to stock, and the amazing journey that led her to where she is today.
Jo's House has been around for almost a decade now - can you tell us a brief bit about yourself, how your shop came to life, and how it has changed over the years?
I got a design degree from an art college for jewellery because of how much I loved it, but to be a proper sit-at-the-bench jeweller, you have to live and breathe it. And I didn't. I worked at Harvey Nichols for 16 years and I fell into the retail side of jewellery. I'd always wanted to open a shop, and I'd never been brave enough, but I figured if I tried and failed, then at least I've tried it. A best friend of mine convinced me to pitch my curated collection for a shop location, and I just remember having no idea what I was doing. A week after it didn't work out, I was at the pub with some friends, and looked at an empty storefront where a temporary train ticketing office sat, and I thought to myself, "that could be a really good spot". It was a real rollercoaster, but I got that very same storefront a few weeks later, opened shop December 2nd in 2017, and the rest is history!
What inspired you to start your business - and what keeps you going on the tougher days?
Before being convinced to start up the shop, I was a caretaker for my parents for several years. When my mum passed, I felt at a loss, and I wondered what I was doing with my life. After the worst thing in my life that I could never imagine happening has happened, the fear of opening my own shop disappeared. Nothing will ever be as bad as having lost somebody that you love. But the shop was always in the back of my mind, and it gave me a focus, even though I began without a clue of how to turn my dream into reality. It is all-consuming running your own business, but it's my baby, and you have to be proud of it. I know my mum would've loved it!
How would you describe the vibe of your store?
Definitely friendly. I wanted a shop where people could come in with no expectation for them to buy anything, just somewhere they felt comfortable. They can browse with no pressure, just somewhere warm and inviting. I was having a real laugh with my friend and employee Maggie the other day, and a customer said to me, "It's so nice to come into somewhere and hear people laughing, you know, just having fun!". And that’s what's important; we're not brain surgeons. We haven't a serious job. We're there to have fun and be nice to people!
What do you look for when choosing brands to stock? And what drew you to Yonder?
I was very conscious from the beginning that I only wanted to stock products that I liked, that are my curated taste. I didn't want to just sell products that I knew could sell really well. Everything is a reflection of me. It's more important to stay true to myself than to appeal to what may be a wider audience. I try to order things that I would want in my home or to be wearing or using, which most definitely applies to Yonder as well.
How do you hope people feel when they walk into your store or shop with you online?
Just comfortable and not pressurised. I'd rather develop a relationship, as everyone in the Herne Hill community knows everybody else. It makes my day better when people you become friendly with come in to say "hi".
Do you have a favourite memory or moment since opening the shop?
There's not one particular moment, but I feel very lucky. I spend my days doing something I love and being around people who I enjoy being with, whether that be the people I work with or the customers that walk in. I believe the saying is "If you do something you truly love, you'll never have to work a day in your life", and I really feel that way.
What’s one thing in the shop you’d sneak home for yourself (if you haven’t already!)?
Oh I'm bad. I'm never going to make a profit because I bring all the profit home, and this is a problem. When I get new shipments, it's always one for the shop and one for me! My 'room of doom' reflects my taste and the shop, but most definitely I've snuck home more than one thing!
Lastly, what's playing in the Jo's House speakers right now?
Customers ask us this same question everyday! We use a really great Spotify playlist called "Your Favorite Coffeehouse", which is super mellow and chill.
Visit Jo's House
You can explore Jo's House’s intentionally reflective and selected collection of unique home décor, gifts, and more at https://joshouse.co.uk/, or stop by the Herne Hill shop for a warm welcome and some truly special finds.
Follow along on Instagram @joshouse299
We’re so proud to be part of the Jo's House family, where beautiful design and slow, sustainable living are always in style. You’ll find a selection of Yonder pieces in store and online — beautifully made, just the way we like it.
Want to discover more shops like Jo's House? Browse our full list of Yonder Stockists to find a store near you.
Or explore our latest collection online, designed for sunny days, slow moments, and sweet memories.
