Jo Malone on pricing, making mistakes and creating an identity

Why price matters
“It’s always about price, you can’t say it’s not. Even though I’m luxury and high-end I want people to feel they have value for money.
“When you say we can create these amazing things and anyone will pay, that’s naïve and arrogant. There will be some people who walk into my store who can afford anything and there will be others who come in having saved up to buy a candle and they are just as important.”
The value of making mi