F R E Q UEN T F L Y ER
the first tasting session with master distiller Joanne Moore, I got out my paper strips, dipped them in the liquid and smelt them. She said: “No, we taste”, and I said: “No, we smell.” We both looked at vodka with different eyes. I could smell all the ingredients we were about to taste, and it was as though the two senses had fused into this third identity.
How do the three vodkas differ in terms of profile? I’m a storyteller and all three vodkas are parts of my character. 101, The Purist is uncomplicated and clean, with a dry finish. 102, The Bohemian is about being barefoot on the beach and always searching for the sun – with citrus notes of bergamot, pomelo, bay leaf and yuzu. And 103, The Artist is about the softness of creativity, and recalls the King’s Road in Chelsea, London where I lived as a 16-year-old – from punk rock through to beautiful roses. There are three more vodkas coming.
Do you have plans for Jo Vodka collaborations with airlines and hotels? That’s the golden ticket, without a doubt. Everybody’s already on the phone asking what we can do together. So, yes, you’ll see it on airlines and hotels probably by the end of the year. Jo Vodka is also available across 100 airport duty frees. She’s our new baby but there’s lots on the horizon.
What are some of your best travel-friendly products under the Jo Loves brand? Everybody likes the transparent, TSA airline-approved travel bags to carry their make-up in. Those disposable plastic bags at airports are such a waste, whereas you can use this same one for multiple trips, and also use it around the pool to carry your sun cream. They also seal tightly so it’s not going to leak over everything. Customers also love The
Fragrance Paintbrush (pictured right), which is a 7ml scent gel with a refillable cartridge.
NOVEMBER/DECEMBER 2025
How has the move to Dubai changed your outlook on life? I moved to Dubai about four years ago. I was going through huge anxiety at the time – I would have a panic attack walking out the door – and I thought I’ve got to break this cycle and stop being frightened of being frightened. Covid taught us that we could run our businesses from anywhere and Dubai showed me a different way of life. My husband Gary and I have stripped our lives right down to what makes us happy, which is working, creating and enjoying travelling. I don’t think I could ever live in one place again. Now, I almost love the disruption.
What’s been your most rewarding travel experience? Since living in Dubai, I’ve done things that I never would have done before. One day, I said to Gary: “Tomorrow morning, why don’t we skydive?” It was almost as if I had confronted something in myself. Sometimes we are so frightened of the thing that will liberate us. And once you stop fighting, you realise you’re missing out on life.
What’s your top tip for working under pressure? I kind of enjoy pressure. It’s part of life, and it keeps you on your toes. Don’t take anything for granted.
Do you enjoy flying? I love every single minute of it, it’s an adventure. I’ll look out the window and dream – writing thoughts down in my notebook. Or I’ll watch a film – I love movies. I travel Emirates the most. When travelling with my husband, I like the two business class seats in the middle – it’s like a little studio. I’ve also just travelled with Easyjet to Greece, and it was a lovely experience. Now and again, your bag will
get lost – it’s a pain, but it’s a tiny part of the bigger picture. Or my flight might be delayed, but that’s just life, isn’t it? The
SMELL PROOF The new Jo Vodka range
‘Sometimes we are so frightened of the thing that will liberate us. Once you stop fghting, you realise you’re missing out on life’
What are your indispensable travel accessories? A lip gloss and an old cashmere jumper – it has kimono sleeves, so acts like a sleeping bag, too.
What’s your dream destination? I’d love to experience the colours and smells in India – from saffron to rose petals and sandalwood.
Where are you travelling next? Food has always fascinated me so we’re going on a wonderful cooking course in Tuscany.
only thing I hate is when they turn the heating up – I like to be really cold.
Are you for or against having wifi on planes? This is going to shock you but I don’t have an email because I can’t turn a computer on, so I don’t care about wifi. I switch off on a plane.
Are there any other launches on the horizon? At the minute, I’m going to stick with the vodka. I’m learning at the speed of light, so I’m happy in that space. I’m never going to give up creating fragrances but I think to myself, what else could I do? That’s always the question in my head – that’s where the journey starts.
BUSINESS TRAVELLER ASIA-PACIFIC 41
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