Jo Malone on ending ‘lazy’ shopkeeping and refreshing the retail experience

Stepping into the Jo Loves store on Elizabeth Street in London’s Belgravia is like walking into a high-end cocktail bar. Behind the silver fragrance ‘brasserie’ bar the shop assistant warms bath cologne in a small tagine, releasing a cloud of scented steam. Next she pours cleanser over ice and strains it into a martini glass, before gently painting a light foam of body lotion onto the customer’s skin. This is fragrance tapas, the latest innovation from entrepreneur Jo Mal