How do you start a business when somebody else owns your name? Use your nose

above the door, filled with fragrances that she created, and it’s the last thing she’s interested in talking about.That nearby store may as well be worlds away as Malone steadfastly steers the conversation towards capturing lightning in a 50ml perfume bottle, for the second time.

Instead, Malone is focused on Jo Loves, a fragrance industry second act that began when her sense of smell returned after the chemotherapy she received for breast cancer and the 2011 expiry of her non-compete clauses.“I knew I wanted to start again, but what was I going to call myself?” Malone says. “I was Jo, but there was Jo over there that belonged to a powerful company. And they paid a lot of money for it.

Being front and centre above fragrance names Pink Vetiver, Pomelo and Amber, Lime and Vetiver, was not Malone’s priority. Building another global business one fragrance at a time was the focus. But her name, even if it was only half of it, helped. Proving her point is Jo Loves’ top-selling fragrance, Jo By Jo Loves, a cocktail of grapefruit, orange, lime and spearmint. Her name appears on the bottle three times.

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