In the beginning
Following her studies, running her small clothing business and travelling around Asia, Laura sets up a business based in Brittany, France. Here, she falls in love with the outdoor lifestyle, chic fashion and the practical way children are dressed to enjoy being active whatever the weather. On her way to sell her French company, Laura has a near fatal head-on collision, leading to an extended stay in hospital. Her ward neighbour complains about the lack of good catalogue fashion for her children. Laura has a light bulb moment, and the idea for JoJo is conceived; Breton influenced, quirky British fashion via mail order.