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Putting People and Planet Above Profit

At the very heart of JoJo lies a simple mission: to take pride in everything we do.
We want you to love the way we run our business as much as you love and cherish our clothes and products.

 

We are committed to caring for the environment, our teams and suppliers, while creating products that are not only
beautiful, but of the highest quality so they’re built to last for the next generation. And that’s just the beginning…
Explore these pages to find out more.

Putting People and Planet Above Profit

At the very heart of JoJo lies a simple mission: to take pride in everything we do. We want you to love the way we run our business as much as you love and cherish our clothes and products.

 

We are committed to caring for the environment, our teams and suppliers, while creating products that are not only beautiful, but of the highest quality so they’re built to last for the next generation. And that’s just the beginning…
Explore these pages to find out more.





Who We Are

We use business as a force for good


Our History

Back in 1993, Laura began the JoJo business from her flat-share in London and her parent’s shed in Wales. Discover JoJo through the years – from mailing our very first catalogue to planting our first trees in the JoJo Forever Forest.

Visit the Page


Our History

Back in 1993, Laura began the JoJo business from her flat-share in London and her parent’s shed in Wales. Discover JoJo through the years – from mailing our very first catalogue to planting our first trees in the JoJo Forever Forest.

Visit the Page




B Corp Certified

We became a Certified B Corporation in 2016 to cement our business ethos as a force for good.
Explore our B Corp page to learn what it means for us to be a part of the movement.

Visit the Page


B Corp Certified

We became a Certified B Corporation in 2016 to cement our business ethos as a force for good. Explore our B Corp page to learn what it means for us to be a part of the movement.

Visit the Page





Careers

More than ‘just another job’, a career with JoJo is a chance to become part of the team! We are proud of our company values and
have a long list of benefits to offer. Learn all about working at JoJo and see what roles are available now in our portal.

Visit the Page


Careers

More than ‘just another job’, a career with JoJo is a chance to become part of the team! We are proud of our company values and have a long list of benefits to offer. Learn all about working at JoJo and see what roles are available now in our portal.

Visit the Page




People

We only get out what we put in, so we put in a lot!




Supporting Charities

Read More

NEMA

Based in Northern Mozambique, Nema has been our in-house charity since 2006. Rather than simply providing mindless handouts, we help fund and manage education, healthcare, fresh water and enterprise projects, which improve local GDP and infant mortality rates. Due to the current civil war, many of our projects are on hold, but we continue to fund boarding school places for 80 children.

Visit NEMA page

From A Mother To Another

Launched in 2015, FAMTA is our in-house recycling initiative. Thanks to our customer donations, we have saved over 70 tonnes of items of unwanted or outgrown clothing from going to landfill and given them to those in need with the help of local baby banks.

Visit FAMTA page



The NHS

As the Coronavirus pandemic reached its peak, we re-launched our beautifully embroidered rainbow sleepsuit to help support the NHS. All proceeds from sales of this sleepsuit will go to Manchester Foundation Trust Charity. So far, we have raised over £10,000!



International Efforts

We encourage our factories abroad to get involved in local charity initiatives. Through one of our suppliers in India, we support a charity called Many Hands with their social enterprise project ‘Pink Speak’.






Supplier Relationships

Read More

Beyond our British heritage and French nautical inspiration, it takes a team that stretches the world to bring our designs to life. Our products start as bright ideas at JoJo House in London but are made in factories far and wide. Our maternity denim is produced in North China, our children’s party dresses and smocked tops in North India, and our tights and socks are made in Turkey.

Click on the map below to learn more about our factories around the world.



We aim to create long-lasting relationships with our suppliers – we have been working with some factories for 20 years, and some have grown with us from tiny start-ups to employing hundreds of tailors. Choosing suppliers that share our core values is important to us; we help those who are compatible to invest in their infrastructure and staff training, safe in the knowledge that JoJo orders will continue.

Read Modern Slavery & Human Trafficking Statement





Diversity matters

Read More


Equality echoes throughout all areas of our business. From the team you meet in our stores to our child models and warehouse workers. We live in diverse communities and have always strived to represent this, here are a few examples of how..


Disability Awards Best Employer

We are proud to partner with WorkFit, the Down’s syndrome employment programme. Five of our permanent employees have Down’s syndrome, one of which – Sammy-Jo, nominated us for the Disability Awards Best Employer Award, which we won in 2014 and 2019.



Down’s Syndrome Awareness – Meet Our Team Members



‘Created By You’ Campaign

We ensure that the models we use in our campaigns are just everyday, regular children, and not “super model” babies. For our AW20 kids’ campaign, we enlisted the help of our customers and their children to shoot or gorgeous collection for us, and the results were stunning! We continue to use the children of our customers, friends and teams who are just as beautiful to us as they are to their parents.



Created By You – Meet the JoJo Models of AW20

Gender Equality

We continue to support gender equality at all levels of the company. Fairness and equal opportunities are part of who we are and our values as a B Corp; our approach to pay is no different. At JoJo, men and women are paid the same rate for the same role, flexible working is offered at all levels for both men and women and we offer maternity, paternity and shared parental leave to promote time off for family life whether you’re a mum or dad.

Gender Pay Gap Report



Community

Read More

Local Volunteering

JoJo team members are offered a day’s paid leave each year to get involved in a cause they feel passionate about. From soup kitchens to baby banks, we are always looking for local charities to offer an extra pair of hands.

In 2019, we partnered with the Newport Child Protection Team to join their Santa Appeal, donating Christmas presents to local children in need. We collected dozens of Christmas presents which were picked up by the Child Protection Team and distributed to children within the Newport area aged 0-16.

Working Placements

We have partnered with the Community Placement Team at HMP Prescoed to help reduce the likelihood of inmates reoffending by offering employment in our warehouse whilst they are on day release, helping them to gain experience in a positive working environment. We also offer work experience in our London Design, Buying & Marketing Office when possible.


Our Store Experience

In an era dominated by online sales, it may seem surprising that we invest so much in our physical stores. But we understand that when you become pregnant, you are entering a whole new stage of life and have so much to learn – so getting advice from people who are well trained in this field really helps. Visiting a JoJo store is more than just a shopping trip, we offer a parent and child-friendly space where you can come to breastfeed, change nappies, refill your water bottle or have a chat. We also love to take part in local charity initiatives when possible.

Find Your Local Store

My JoJo Journey Becoming a parent comes with many ups and downs, and JoJo aims to be there for our customers at every stage of their journey. Our stores can be a sanctuary for many – whether parents need a place to do a quick nappy change or replace the comforter they just lost.





Environment

We must preserve our planet for our children and theirs



Sustainable Cotton

Read More


Cotton plays a huge role at JoJo – it is used in all our baby layette styles, approximately 90% of our kids’ collection and some maternity lines, making it the most significant raw material for us in production. This makes it even more important for us to challenge our teams to investigate the most sustainable cotton practices, which leads us to…




We are a proud member of the Better Cotton Initiative and are committed to improving cotton farming practices globally with the BCI. As part of our ongoing sustainability strategy, we pledge to source 100% of our cotton as Better Cotton by 2025.




The Better Cotton Initiative is the largest sustainability programme in the world; working with over two million cotton farmers in 23 countries, on five continents.




By buying cotton products from JoJo, you’re supporting BCI Farmers who exist to care for the environment and respect the rights and wellbeing of workers around the world.

They do this by following major pillars in cotton production, including:



Is there ‘Better Cotton’ in your
JoJo clothing?

Unlike our recycled polyester garments, we cannot physically trace Better Cotton to our end products. JoJo cotton products that support sustainable farming can be identified on the swing tag or online descriptions.



Ultimately, it is not about how much Better Cotton is in each sleepsuit or T-shirt – it is the demand we create to source more sustainable cotton that counts. BCI Farmers benefit from the demand for Better Cotton in equivalent volumes to those we ‘source’. The more we source, the more positive our impact on farmers and the environment.



Tree Planting

Read More


This year our sustainability pledge is to pursue decarbonisation and environmental projects of a scale to more than balance our carbon footprint at operational level.

As part of our mission to help protect our precious planet, this year we are planting thousands of trees and investing in numerous other environmental initiatives.




The JoJo Forever Forest

The growing of the JoJo Forever Forest is now in its second year with a nursery of baby trees planted out in March 2021. Propagated from locally collected deciduous hardwood seeds and designated to repair a previously deforested area, 6,000 trees will be planted in South Wales this season, with more to follow annually in partnership with Stump Up for Trees.







Who is helping us reach our goals?





We are donating £6,000 to plant 5,000 mangrove trees across Africa. We aim to raise £1,000 more in our store collection pots, which JoJo will match to further drive our efforts further to combat the climate crisis we are facing today.


By using carbon balanced paper, we proudly balanced the equivalent of 58,284kg of carbon dioxide in 2020. This will enable World Land Trust to protect 40,799m² of critically threatened tropical forest in danger of deforestation and degradation. All JoJo catalogues and printing across the business use carbon balanced paper.


We continue to fund sustainable aid projects in Northern Mozambique, via our house charity Nema Foundation. We hope that the 4,000 cashew nut trees planted by our charity 4 years ago continue bearing fruit; essential as a food source.  





Recycled Materials

Read More

Achieving Certified B Corporation status means meeting rigorous standards of social and environmental performance, accountability, and transparency and offers a holistic approach to business as a force for good.

Our creative and technical teams continue to pursue the development and use of recycled fabrics and packaging.
Examples include:





We have been making our super soft JoJo Polarfleece from recycled plastic bottles for over 20 years! We use 30 plastic bottles to make one of our 4-in-1 waterproof polarfleece jackets.

Shop Recycled Rainwear



As well as reducing waste, designing these more sustainable products allows us to cut our energy and CO2 emissions to support the battle against global warming.



We also actively encourage our customers to learn simple repair skills to extend the life of their clothes. Our Make Do and Mend guide features step-by-step instructions to sew buttons, patch holes and more.

Click here to learn more






Responsible Packaging

Read More




We are always looking for innovative, more sustainable ways to run our business as a force for good. This includes cutting down on materials that are harmful to the environment.



Our packaging supplies are reviewed regularly to optimise use of sustainable raw materials.



As of March 2021, our delivery despatch bags will be made from sustainably sourced paper rather than recycled plastic. This will make it easier for our customers to recycle them.



Although we always encourage our customers to go bag-free, if they wish to purchase a paper bag from us, the income will be put towards our JoJo Forever Forest

See Tree Planting.



We also encourage our customers to reuse their bags around the home, reducing the need for more plastic in your day-to-day lives.

Read our Blog



In store, our clothing is displayed on beautifully made wooden hangers. Although we use plastic hangers to display our shoes, we keep these and reuse them for new stock.



Our swing tags are made from FSC certified paper, and in mid 2019 we started using a new type of Cling Vinyl for all of our window displays, which is fully recyclable. This means that over the past 2.5 years we have saved 1730 Sq Metres (or 688kg) of unrecyclable plastic from going into landfill.



Reusable Products

Read More



Manufacturing fashion, nursery products and toys of high quality which are designed for multiple child use and as generational hand-me-downs, extends the product life thereby reducing its carbon footprint. At JoJo, production and buying is kept tight to ensure full sell through of stocks, with no merchandise designated for clearance sales or disposal.

As well as our exceptional quality, we are proud to be part of different schemes and offer products that go the extra mile to do better for our planet, for example



We have partnered with Refill to become the only mother & baby retailer* to fit water refill points in all our new and refurbished stores, allowing customers to fill their own water bottles and discouraging the need to buy bottled water when out and about.

*Based on May 2019 statistics



We recognise the environmental damage balloons can cause and have stopped using them at our store events. Where we do offer giveaways, we use sustainable options such as paper crowns and play sets made from recycled card.




We have redesigned our gift cards, changing them to a much more eco-friendly, 100% recyclable cardboard in early 2020.




We’ve always loved a classic design, which is why you’ll find an extensive collection of wooden and more sustainable toy choices to replace plastic alternatives.




Although we first added reusable nappies to our collection back in 2002, it appeared the world wasn’t ready. Fast forward to 2019, most of us started looking for ways to reduce the amount of waste that we produce – which is why you’ll now find reusable nappies back in our range.






A letter from our Founder & CEO

I started JoJo in 1993 from my flat share kitchen table in London, with our ‘warehouse’ in my parent’s shed in South Wales. Despite our growth, I’m so proud we haven’t lost sight of our founding principles; to put people and planet above profit whilst becoming the very best pregnancy and baby brand we possibly could!

In the early days as an under-funded start-up, we didn’t think twice about recycling. The “waste not want not” ethos is one we have always lived by, so we were way ahead of the sustainable retailing shift when we launched our recycled Polarfleece collection more than 20 years ago. Whilst I’m the first to admit we still have a long way to go, we are confident we will balance our head office carbon emissions via our tree planting projects. And we have started the complex work of mapping out the carbon footprint of the entire business, which will keep us busy for a while!

Our people are what make us. JoJo is a team effort and so many of our lovely employees have put their heart and soul into offering you the most gorgeous collections and best service. Working through the COVID-19 pandemic has been challenging for so many. With busy bees working from home in isolation and others rushing round the clock in the warehouse to keep up with the huge influx of web orders, we’ve done our best. It has probably been the hardest time in our history, with so many challenges due to the knock on effects of the virus and Brexit, but we continue to try our best.

We’re proud to make you part of this journey by sharing our progress with you on The Heart of JoJo.


Laura x




People

We only get out what we put in, so we put in a lot!



Supporting Charities

Supplier Relationships

Read More
Read More
Read More
Read More
Beyond our British heritage and French nautical inspiration, it takes a team that stretches the world to bring our designs to life. Our products start as bright ideas at JoJo House in London but are made in factories far and wide. Our maternity denim is produced in North China, our children’s party dresses and smocked tops in North India, and our tights and socks are made in Turkey.

Click on the map below to learn more about our factories around the world



We aim to create long-lasting relationships with our suppliers – we have been working with some factories for 20 years, and some have grown with us from tiny start-ups to employing hundreds of tailors. Choosing suppliers that share our core values is important to us; we help those who are compatible to invest in their infrastructure and staff training, safe in the knowledge that JoJo orders will continue.

Read Modern Slavery & Human Trafficking Statement

^
Show Less


NEMA

Based in Northern Mozambique, Nema has been our in-house charity since 2006. Rather than simply providing mindless handouts, we help fund and manage education, healthcare, fresh water and enterprise projects, which improve local GDP and infant mortality rates. Due to the current civil war, many of our projects are on hold, but we continue to fund boarding school places for 80 children.

Visit NEMA Page

From A Mother To Another

Launched in 2015, FAMTA is our in-house recycling initiative. Thanks to our customer donations, we have saved over 70 tonnes of items of unwanted or outgrown clothing from going to landfill and given them to those in need with the help of local baby banks.

Visit FAMTA page


The NHS

As the Coronavirus pandemic reached its peak, we re-launched our beautifully embroidered rainbow sleepsuit to help support the NHS. All proceeds from sales of this sleepsuit will go to Manchester Foundation Trust Charity. So far, we have raised over £10,000!

International Efforts

We encourage our factories abroad to get involved in local charity initiatives. Through one of our suppliers in India, we support a charity called Many Hands with their social enterprise project ‘Pink Speak’.





^
Show Less




Diversity Matters

Community

Read More
Read More
Read More
Read More

Local Volunteering


JoJo team members are offered a day’s paid leave each year to get involved in a cause they feel passionate about. From soup kitchens to baby banks, we are always looking for local charities to offer an extra pair of hands.

In 2019, we partnered with the Newport Child Protection Team to join their Santa Appeal, donating Christmas presents to local children in need. We collected dozens of Christmas presents which were picked up by the Child Protection Team and distributed to children within the Newport area aged 0-16.

Work Placements


We have partnered with the Community Placement Team at HMP Prescoed to help reduce the likelihood of inmates reoffending by offering employment in our warehouse whilst they are on day release, helping them to gain experience in a positive working environment. We also offer work experience in our London Design, Buying & Marketing Office when possible.

Our Store Experience


In an era dominated by online sales, it may seem surprising that we invest so much in our physical stores. But we understand that when you become pregnant, you are entering a whole new stage of life and have so much to learn – so getting advice from people who are well trained in this field really helps. Visiting a JoJo store is more than just a shopping trip, we offer a parent and child-friendly space where you can come to breastfeed, change nappies, refill your water bottle or have a chat. We also love to take part in local charity initiatives when possible.

Find Your Local Store


My JoJo Journey

Becoming a parent comes with many ups and downs, and JoJo aims to be there for our customers at every stage of their journey. Our stores can be a sanctuary for many – whether parents need a place to do a quick nappy change or replace the comforter they just lost.







^
Show Less


Equality echoes throughout all areas of our business. From the teams you meet in our stores to our child models and warehouse workers. We live in diverse communities and have always strived to represent this, here are a few examples of how…


Disability Awards Best Employer

We are proud to partner with WorkFit, the Down’s syndrome employment programme. Five of our permanent employees have Down’s syndrome, one of which – Sammy-Jo, nominated us for the Disability Awards Best Employer Award, which we won in 2014 and 2019.



‘Created By You’ Campaign


We ensure that the models we use in our campaigns are just everyday, regular children, and not “super model” babies. For our AW20 kids’ campaign, we enlisted the help of our customers and their children to shoot or gorgeous collection for us, and the results were stunning! We continue to use the children of our customers, friends and teams who are just as beautiful to us as they are to their parents.



Created By You – Meet the JoJo Models of AW20

Gender Equality


We continue to support gender equality at all levels of the company. Fairness and equal opportunities are part of who we are and our values as a B Corp; our approach to pay is no different. At JoJo, men and women are paid the same rate for the same role, flexible working is offered at all levels for both men and women and we offer maternity, paternity and shared parental leave to promote time off for family life whether you’re a mum or dad.

Gender Pay Gap Report




^
Show Less





Environment

We must preserve our planet for our children and theirs



Sustainable Cotton

Tree Planting

Recycled Materials

Read More
Read More
Read More
Read More
Read More
Read More



This year our sustainability pledge is to pursue decarbonisation and environmental projects of
a scale to more than balance our carbon footprint at operational level.

As part of our mission to help protect our precious planet, this year we are planting thousands
of trees and investing in numerous other environmental initiatives.




The JoJo Forever Forest

The growing of the JoJo Forever Forest is now in its second year with a nursery of baby trees
planted out in March 2021. Propagated from locally collected deciduous hardwood
seeds and designated to repair a previously deforested area, 6,000 trees will be planted in
South Wales this season, with more to follow annually in partnership with Stump Up for Trees.













Who is helping us reach our goals?




We are donating £6,000 to plant 5,000 mangrove trees across Africa. We aim to raise £1,000 more in our store collection pots, which JoJo will match to further drive our efforts further to combat the climate crisis we are facing today.

We continue to fund sustainable aid projects in Northern Mozambique, via our house charity Nema Foundation. We hope that the 4,000 cashew nut trees planted by our charity 4 years ago continue bearing fruit; essential as a food source.  

By using carbon balanced paper, we proudly balanced the equivalent of 58,284kg of carbon dioxide in 2020. This will enable World Land Trust to protect 40,799m² of critically threatened tropical forest in danger of deforestation and degradation. All JoJo catalogues and printing across the business use carbon balanced paper.


^
Show Less





Cotton plays a huge role at JoJo – it is used in all our baby layette styles,
approximately 90% of our kids’ collection and some maternity lines, making
it the most significant raw material for us in production. This makes it even
more important for us to challenge our teams to investigate the most
sustainable cotton practices, which leads us to…




We are a proud member of the Better Cotton Initiative and are committed
to improving cotton farming practices globally with the BCI.
As part of our ongoing sustainability strategy, we pledge to source 100% of
our cotton as Better Cotton by 2025.




The Better Cotton Initiative is the largest sustainability programme in the world;
working with over two million cotton farmers in 23 countries, on five continents.





By buying cotton products from JoJo, you’re supporting BCI Farmers who exist to care
for the environment and respect the rights and wellbeing of workers around the world.

They do this by following major pillars in cotton production, including:



Is there ‘Better Cotton’ in your JoJo clothing?

Unlike our recycled polyester garments, we cannot physically trace Better Cotton to
our end products. JoJo cotton products that support sustainable farming can be
identified on the swing tag or online descriptions.



Ultimately, it is not about how much Better Cotton is in each sleepsuit or T-shirt – it is
the demand we create to source more sustainable cotton that counts. BCI Farmers
benefit from the demand for Better Cotton in equivalent volumes to those we ‘source’.
The more we source, the more positive our impact on farmers and the environment.


^
Show Less



Achieving Certified B Corporation status means meeting rigorous standards
of social and environmental performance, accountability, and transparency
and offers a holistic approach to business as a force for good.

Our creative and technical teams continue to pursue the development and use
of recycled fabrics and packaging.
Examples include:





We have been making our super soft JoJo Polarfleece from recycled plastic
bottles for over 20 years! We use 30 plastic bottles to make one of our 4-in-1
waterproof polarfleece jackets.

Shop Recycled Rainwear



As well as reducing waste, designing these more sustainable products allows us to
cut our energy and CO2 emissions to support the battle against global warming.



We also actively encourage our customers to learn simple repair skills to extend the life of their clothes. Our Make Do and Mend guide features step-by-step instructions to sew buttons, patch holes and more.

Click here to learn more.



^
Show Less




Responsible Packaging

Reusable Products

Read More
Read More
Read More
Read More
Manufacturing fashion, nursery products and toys of high quality which are designed for multiple child use and as generational hand-me-downs, extends the product life thereby reducing its carbon footprint. At JoJo, production and buying is kept tight to ensure full sell through of stocks, with no merchandise designated for clearance sales or disposal.

As well as our exceptional quality, we are proud to be part of different schemes and offer products that go the extra mile to do better for our planet, for example



We have partnered with Refill to become the only mother & baby retailer* to fit water refill points in all our new and refurbished stores, allowing customers to fill their own water bottles and discouraging the need to buy bottled water when out and about.

*Based on May 2019 statistics

We recognise the environmental damage balloons can cause and have stopped using them at our store events. Where we do offer giveaways, we use sustainable options such as paper crowns and play sets made from recycled card.



We have redesigned our gift cards, changing them to a much more eco-friendly, 100% recyclable cardboard in early 2020.

We’ve always loved a classic design, which is why you’ll find an extensive collection of wooden and more sustainable toy choices to replace plastic alternatives.



Although we first added reusable nappies to our collection back in 2002,
it appeared the world wasn’t ready. Fast forward to 2019, most of us
started looking for ways to reduce the amount of waste that we produce
– which is why you’ll now find reusable nappies back in our range.


^
Show Less




We are always looking for innovative, more sustainable ways to run our business as a force for good. This includes cutting down on materials that are harmful to the environment.




Our packaging supplies are reviewed regularly to optimise use of sustainable raw materials.

As of March 2021, our delivery despatch bags will be made from sustainably sourced paper rather than recycled plastic. This will make it easier for our customers to recycle them.




Although we always encourage our customers to go bag-free, if they wish to purchase a paper bag from us, the income will be put towards our JoJo Forever Forest

See Tree Planting


We also encourage our customers to reuse their bags around the home, reducing the need for more plastic in your day-to-day lives.

Read our Blog




In store, our clothing is displayed on beautifully made wooden hangers. Although we use plastic hangers to display our shoes, we keep these and reuse them for new stock.


Our swing tags are made from FSC certified paper, and in mid 2019 we started using a new type of Cling Vinyl for all of our window displays, which is fully recyclable. This means that over the past 2.5 years we have saved 1730 Sq Metres (or 688kg) of unrecyclable plastic from going into landfill.


^
Show Less





A letter from our Founder & CEO

I started JoJo in 1993 from my flat share kitchen table in London, with our ‘warehouse’ in my parent’s shed in South Wales. Despite our growth, I’m so proud we haven’t lost sight of our founding principles; to put people and planet above profit whilst becoming the very best pregnancy and baby brand we possibly could!

In the early days as an under-funded start-up, we didn’t think twice about recycling. The “waste not want not” ethos is one we have always lived by, so we were way ahead of the sustainable retailing shift when we launched our recycled Polarfleece collection more than 20 years ago. Whilst I’m the first to admit we still have a long way to go, we are confident we will balance our head office carbon emissions via our tree planting projects. And we have started the complex work of mapping out the carbon footprint of the entire business, which will keep us busy for a while!

Our people are what make us. JoJo is a team effort and so many of our lovely employees have put their heart and soul into offering you the most gorgeous collections and best service. Working through the COVID-19 pandemic has been challenging for so many. With busy bees working from home in isolation and others rushing round the clock in the warehouse to keep up with the huge influx of web orders, we’ve done our best. It has probably been the hardest time in our history, with so many challenges due to the knock on effects of the virus and Brexit, but we continue to try our best.

We’re proud to make you part of this journey by sharing our progress with you on The Heart of JoJo.


Laura x