A kite surfing vacation brought Joanne Salt to Tulum six years ago; she fell in love and moved there with her infant son, leaving New York and her photography agency behind. Her new lifestyle warranted a career change, so inspired by her extensive vintage caftan collection she designed a line of five dresses. With her friend and business partner, Ana Cabello, they brought the collection to NY. The dresses were an instant hit; within three months of launching they had orders from Intermix, Scoop and Shopbop, and knew they had a success on their hands. The shop on the Tulum beach road came next, designed by Jo during a hurricane, built and opened within a month. The shop is a modern, white, open fronted space displaying the airy, sophisticated beachwear. The shop has a constantly evolving assortment. Jo likes to test new prints and styles there before adding to the wholesale line. She uses 2 fabrics, chiffon and jersey, and all styles come in one size, designed to wear from day into evening. Fabrics and prints are sourced in Mexico City and the atelier and factory, which were recently set up, are in nearby Playa del Carmen. Jo sells Lisa Marie Fernandez swimwear, and together they are opening a Josa Tulum shop in St Barths next season. She is planning trips to Singapore, where she just opened a showroom, and Japan for the launch of Josa Japan. She is full of enthusiasm for the future and knows the possibilities are endless.
– Women’s Fashion & Accessories –
Beach Road, Tulum Mexico