British fragrance house Jo Loves has opened its first boutique in Shanghai, located on the first floor of the Jiuguang Center, marking a new milestone for the brand in China.

Founded in 2011 by world-renowned perfumer Jo Malone CBE, Jo Loves reflects the minimalist elegance of her earlier work while introducing a fresher, more vibrant character. Known for long-lasting scents with rich layers, the brand has become a modern icon in the fragrance world.

Upon entering the new boutique, visitors are greeted by Jo Loves' signature "red dot", a bold motif that has become the brand's fingerprint. Inspired by a bottle of red nail polish Malone discovered in Shanghai years ago, the symbol has evolved into a lasting emblem of her creative vision and the store's visual centerpiece.

The boutique is located inside the Jiuguang Center, which opened in November 2021 and has since become the largest retail complex in northern Shanghai. Combining shopping, dining, entertainment, and office space, the center is positioning itself as a hub for high-end beauty and lifestyle brands.

The launch of Jo Loves' first East China location is part of the Jiuguang Center's strategy to strengthen its luxury beauty portfolio. Alongside Jo Loves, the center has also welcomed the Perfume Box Shanghai flagship store, the first in Jing'an district, as well as Ulike and Jmoon, further cementing its reputation as a premier destination for skincare, makeup, and fragrance.

If you go

Address: Room D137, 1F, Jiuguang Center, No 2188 Gonghexin Road

Source: Official WeChat account of Shanghai Jing'an Media Center at "jaxwzx"