How Jo Malone's Career Launched
How an empty bag launched Jo Malone's career in the US…
Jo Malone is synonymous with beautiful scents and luxurious packaging.
But it hasn't always been that way, when she started out in the US she only had 1,000 bags and no marketing budget. And with a store launch imminent, Malone was convinced she would fail.
"I sat there in the hotel room thinking: 'I'm going to fail, what am I going to do?"
- Jo Malone
Malone ended up enlisting the help of fifty friends and acquaintances and used those empty bags as free marketing. She gave out the empty bags and asked people to walk around fashionable districts with her bags every time they left their homes. They "called it walking the dog".
The bags were recognised in New York, and when the store finally opened, people already believed that the store and brand was in fact very exclusive.
"When you are an entrepreneur and you have no money you have to think and you have to turn on a sixpence. I don't think it was deceptive. I would salute anybody who uses creativity in a unique and different way."
As they say, you should 'fake it until you make it', and Malone really embraces this. Her story is quite inspiring, she generated a buzz around her product before the store launches, and used a line of bags to pique the interest of shoppers in certain districts.