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B Corps (Better Corporations) are companies run as a force for good. Becoming a Certified B Corp is a way of auditing and cementing ‘The JoJo Way’. Since the early days of the business we have valued people and the planet above profit. We want our teams to enjoy working here, we are loyal to our suppliers and help them grow their businesses, we are ethical and honest.

What is a B Corp?

B Corp is to business what fairtrade is to coffee or bananas. B Corps are for-profit companies certified by the nonprofit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency. We are not ‘tree huggers’ and don’t want to alienate people who don’t subscribe to environmental concerns and ethical issues. Many of our customers have good intentions but they are busy new parents – they come to JoJo to buy gorgeous baby gifts, fashion and practical nursery products. Our ethos is just the icing on the cake. We need to be commercial and remain profitable to survive in business, but we will not compromise our respect for our teams, customers and suppliers in pursuit of an ever increasing bottom line.

This is ‘The JoJo Way’ – it’s just who we are and comes from the way I was brought up by my frugal Scottish mother. As the youngest of a large family, we mended and made good, we shared and took care of each other. When I launched JoJo as a tiny start-up, I had a vision that business could be a force for good. To this day I truly believe that the most useful thing an individual can do is create jobs with fair salaries, in a pleasant work environment. Our Directors and Managers believe in this culture and pass it on.



Why now?

Part of being fair is that we do our best to share the good times with our teams. Directors and Senior Managers at JoJo are not paid extortionate salary packages and we only get pay rises when the whole team does. We share the same staff facilities, we drive the same pool cars and we believe in a non-hierarchical culture, where individuals from all levels feel confident to come forward with ideas which are listened to. We offer profit share options at Head Office and a bonus scheme in store. We want the company to be a team effort.

Promotion from within is important to us. We love seeing employees do well and grow with us. It’s been known for us to open a new store in order to keep a great Manager in the company, when she could no longer face a long commute. Many years ago we embraced the idea from our Brighton store to offer work placements to individuals with Down’s Syndrome and are proud to have several long term employees. We use a totally diverse range of child models, representing as many gorgeous babies and children as possible.

Our philanthropic ventures are sensible and detailed. Instead of just donating money and asking no questions (to validate the ethical tick box requirement), we decided to get truly involved with our in house charity Nema, after hearing the horrendous statistic that 1 in 3 babies in rural Mozambique die before the age of 5 years old. After 10 years of working in the area the charity has done so much to combat these facts; through education, school building and feeding, maternal health, running ambulances and working on sanitation projects. We do the accounts and audit the charity so we know every penny we and others donate, goes as far as possible.

From an environmental perspective we have always focused on waste - whether this was down to a ‘waste not want not’ attitude when we launched, or because of eco champions within the business. More than anything we love our beautiful world and want to preserve it for the next generation. Our recycling initiatives include using fabrics made from plastic bottles and our now renowned From a Mother to Another hand me down initiative in the run up to Mother’s Day. Last year 50,000 pieces of good quality clothing and up to 22,000 pairs of shoes and wellies were potentially saved from landfill and given to those in need in the UK and Syrian refugees in Lebanon and Turkey.

We do all this anyway and whether people buy from us because of it or not, we will keep running the business this way. However, we do want to promote our ethos to corporate businesses and find a simple way to build these values into the DNA of our company to last for longevity as we grow. We want to differentiate ourselves from the spin. We think the way to do this is to become a Certified B Corp.



B the change

As a B Corp we are joining a global community of other businesses who put these values on the agenda and take them seriously. We’re calling this the ‘Triple Bottom Line’ – businesses which are valued for People, Planet and Profit. We don’t want to risk a future Director or Investor squeezing this culture out of JoJo. As a B Corp we make a legal pledge that these values are embedded for longevity. This secures the business as a legacy to our roots, safeguarding the future. The B Corp logo will be added to our products, printed material and packaging – fazing it in so that all our consumers across the world know about our values via one little logo. Our aim is to explain to our customers what being a Certified B Corp means.

Where Now?

You may not have heard of B Corps yet, but you will do soon. In the USA B Corps are growing fast. There are currently 1,800 B Corps across the world and the pace is picking up.

So many British companies have been decimated by short-termism investors; looking to asset strip the business, leaving their staff working in appalling conditions, on minimum wage or via agency employment schemes which guarantee them no rights. This trend has to be stopped.

When JoJo was looking for an investor we chose one who did not offer the most money, but one which fitted with our culture, trusted our Board and they have ultimately been a support without trying to change us from what we are. Ethical investment funds are growing and by being a B Corp we hope to join a global movement which will promote JoJo Maman Bébé across the world – not just as an amazing business offering everything you need from pregnancy to pre-school with adorable designs at fair prices, but as a business that will never have a conflict between doing well and doing good; a business to trust.

To find out more visit the B Corp website



B Corps run as a force for good. Becoming a Certified B Corp is a way of auditing and cementing ‘The JoJo Way’. Since the early days of the business we have valued people and the planet above profit. We want our teams to enjoy working here, we are loyal to our suppliers and help them grow their businesses, we are ethical and honest.

What is BCorp?

B Corp is to business what fairtrade is to coffee or bananas. B Corps are for-profit companies certified by the nonprofit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency. We are not ‘tree huggers’ and don’t want to alienate people who don’t subscribe to environmental concerns and ethical issues. Many of our customers have good intentions but they are busy new parents – they come to JoJo to buy gorgeous baby gifts, fashion and practical nursery products. Our ethos is just the icing on the cake. We need to be commercial and remain profitable to survive in business, but we will not compromise our respect for our teams, customers and suppliers in pursuit of an ever increasing bottom line.

This is ‘The JoJo Way’ – it’s just who we are and comes from the way I was brought up by my frugal Scottish mother. As the youngest of a large family, we mended and made good, we shared and took care of each other. When I launched JoJo as a tiny start-up, I had a vision that business could be a force for good. To this day I truly believe that the most useful thing an individual can do is create jobs with fair salaries, in a pleasant work environment. Our Directors and Managers believe in this culture and pass it on.



Why now?

Part of being fair is that we do our best to share the good times with our teams. Directors and Senior Managers at JoJo are not paid extortionate salary packages and we only get pay rises when the whole team does. We share the same staff facilities, we drive the same pool cars and we believe in a non-hierarchical culture, where individuals from all levels feel confident to come forward with ideas which are listened to. We offer profit share options at Head Office and a bonus scheme in store. We want the company to be a team effort.

Promotion from within is important to us. We love seeing employees do well and grow with us. It’s been known for us to open a new store in order to keep a great Manager in the company, when she could no longer face a long commute. Many years ago we embraced the idea from our Brighton store to offer work placements to individuals with Down’s Syndrome and are proud to have several long term employees. We use a totally diverse range of child models, representing as many gorgeous babies and children as possible.

Our philanthropic ventures are sensible and detailed. Instead of just donating money and asking no questions (to validate the tick box requirement), we decided to get truly involved with our in house charity Nema, after hearing the horrendous statistic that 1 in 3 babies in rural Mozambique die before the age of 5 years old. After 10 years of working in the area the charity has done so much to combat these facts; through education, school building and feeding, maternal health, running ambulances and working on sanitation projects. We do the accounts and audit the charity so we know every penny we and others donate, goes as far as possible.

From an environmental perspective we have always focused on waste - whether this was down to a ‘waste not want not’ attitude when we launched, or because of eco champions within the business. More than anything we love our beautiful world and want to preserve it for the next generation. Our recycling initiatives include using fabrics made from plastic bottles and our now renowned From a Mother to Another hand me down initiative in the run up to Mother’s Day. Last year 50,000 pieces of good quality clothing and up to 22,000 pairs of shoes and wellies were potentially saved from landfill and given to those in need in the UK and Syrian refugees in Lebanon and Turkey.

We do all this anyway and whether people buy from us because of it or not, we will keep running the business this way. However, we do want to promote our ethos to corporate businesses and find a simple way to build these values into the DNA of our company to last for longevity as we grow. We want to differentiate ourselves from the spin. We think the way to do this is to become a Certified B Corp.



B the change

As a B Corp we are joining a global community of other businesses who put these values on the agenda and take them seriously. We’re calling this the ‘Triple Bottom Line’ – businesses which are valued for People, Planet and Profit. We don’t want to risk a future Director or Investor squeezing this culture out of JoJo. As a B Corp we make a legal pledge that these values are embedded for longevity. This secures the business as a legacy to our roots, safeguarding the future. The B Corp logo will be added to our products, printed material and packaging – fazing it in so that all our consumers across the world know about our values via one little logo. Our aim is to explain to our customers on what being a Certified B Corp means.

Where Now?

You may not have heard of B Corps yet, but you will do soon. In the USA B Corps are growing fast. There are currently 1,800 B Corps across the world and the pace is picking up.

So many British companies have been decimated by short-termism investors; looking to asset strip the business, leaving their staff working in appalling conditions, on minimum wage or via agency employment schemes which guarantee them no rights. This trend has to be stopped and the fall of some famous large retailers with dubious ethics, is long overdue.

When JoJo was looking for an investor we chose one who did not offer the most money, but one which fitted with our culture, trusted our Board and they have ultimately been a support without trying to change us from what we are. Ethical investment funds are growing and by being a B Corp we hope to join a global movement which will promote JoJo Maman Bébé across the world – not just as an amazing business offering everything you need from pregnancy to pre-school with adorable designs at fair prices, but as a business that will never have a conflict between doing well and doing good; a business to trust.

To find out more visit the B Corp website



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