Real Women Series: Meet Jo


Our customers are at the heart of what we do. We pride ourselves in having many long term customers, who have been supporting us on our journey to make fashion more sustainable over the years.
With the run up to Christmas, we explore our Autumn Winter 21 collection through conversations with six women from across the UK.
 
Hello Jo, Thanks for taking the time to talk to us!
Please start by telling us a bit about yourself, your career and lifestyle?

I am proud to have turned 50 this October! I live in East London with my husband and two ‘children’. I say children, but my son is 20 and my daughter is 16!  I have been a primary school teacher for the past 17 years and I am also training some evenings/weekends to be a counsellor/psychotherapist. I hope to work with children and teenagers in the future in this field.

I keep fit by running - I try to run 5K at least three times a week. Running helps me to unwind and it is also good for my asthma. I work hard during the week and the weekends are when I relax, mooch around local markets and catch up on sleep!
 
How and when did you find out about Beaumont Organic?

I first found Beaumont Organic through Instagram about 5 years ago. I was instantly attracted to the relaxed, stylish and timeless designs, the quality organic fabrics and the ethos behind the brand.
 
How does the sustainability and slow living ethos of Beaumont Organic sit alongside your everyday values?

I don’t like waste and always recycle or reuse. I like to know where my food and clothing comes from and buy locally and from smaller businesses as much as possible where working conditions are fair and considered.
 
It is important for me to wear quality clothes with good fabrics, which don’t go out of fashion.  I have many pieces from Beaumont Organic that I have worn over and over again and they still look as good as the day I bought them. 
 

We think clothing can be transformative. How do the right clothes make you feel and why do clothes matter to you?

I agree clothes can be transformative too and can affect your mood. If I’m feeling tired I will still make an effort to dress up and get some make up on as it puts me in a new mindset and gives me energy. I can pretend I feel great even if I am exhausted! At the same time I prefer to wear clothes that are fairly made and beautiful - this also makes me happy.

 
What does your everyday wardrobe look like? 

I like to feel comfortable and don’t generally like wearing tight or ill fitting clothes. As I’m in school working with young children during the week I need to be able move around comfortably and get messy too, so clothes need to wash well!  I tend to wear a lot of dresses or trouser suits and enjoy experimenting with layering up with coats and knitwear. I like flexible designs which I can dress up or down depending on the occasion. 
 
Has your relationship with clothes changed post-lockdown?

Probably not as I have always liked comfortable clothes anyway, so my lockdown wardrobe was pretty similar. I always made an effort to get dressed and make an effort even if I was working at home all day. 
 
If you could change one thing about the fashion industry what would it be and why?

I don’t like ‘fast fashion’ and think we should all have more items in our wardrobes that we have had for years and that last and last. Too many clothes end up on landfill and if we all bought more carefully considered investment pieces, it would help and can also be more cost effective in the long term.

 
If you had to pick a favourite from the new collection, what would it be and why?

My current favourite is the Odessa maxi linen dress. I love linen because it feels so light and flows beautifully. It is warm to wear in the winter and cool in the summer. I have this dress in peppercorn and I know I’ll be wearing it all year round with maybe a roll neck jumper under it in the winter and sandals in the summer. 
 
And do you have any favourites from past Beaumont Organic collections that you wear on repeat?

I love my black linen Bee dress that I think I bought about 4 years ago. It is timeless and still looks amazing. I also still have a black and white stripy Victoria maxi dress which was probably the first Beaumont Organic dress I bought. I like the way all these items can be worn across the seasons too. 

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