This weekend, JoJo Co. quietly turns nine.
Nine years ago, around Mother’s Day, what is now a growing candle brand began as something much simpler - a hobby. I was tinkering with wax and fragrance oils in my kitchen, making candles mostly for the joy of it, with absolutely no grand plan.
And if I’m honest, that’s still very much my style. I’ve always believed in starting organically and, in many ways, “winging it” while learning along the way.
Running a small business is different for everyone. But after nine years of building JoJo Co., there are a few lessons that stand out above all the others.
Here are some of the biggest things I’ve learned.
1. Trust Your Gut
The biggest lesson I’ve learned in business is simple: trust your instincts.
Every time I’ve ignored my gut feeling, something has gone wrong. When you run your own business, nobody knows it better than you do.
You have to be confident in your decisions and proud of the way you do things. Your process needs to feel right to you - because ultimately, the responsibility sits with you.
2. Authenticity Matters More Than Trends
It’s easy to feel inspired by what other businesses are doing. But copying others is something I’ve always felt strongly about.
Yes, it has happened to us many times over the years. At first it bothered me, but now it honestly doesn’t. If anything, it makes me focus even harder on what we do best.
Authenticity is everything in small business. Customers can feel the difference between something that is genuinely yours and something that’s just following a trend.
3. Create Something You’re Truly Proud Of
One of the things I’m proudest of at JoJo Co. is our scents.
Our signature fragrance, Pink Spice, was actually the very first scent I ever created. It was born from hours of experimenting in my kitchen - no big strategy, just curiosity and passion.
Even now, developing new fragrances is one of my favourite parts of the job. But I’ve always been careful not to release new scents just for the sake of it.
Every fragrance has to feel right, and it has to feel like us.
4. Stay True to Your Brand
One of the easiest traps in business is trying to become too many things.
It’s tempting to follow opportunities that look like they might make money. But if they pull you too far away from your brand, you risk losing the identity that made people love your business in the first place.
For me, staying grounded in what JoJo Co. Is - and what it isn’t - has been incredibly important.
5. Be Prepared to Work Very Hard
In the beginning, running a small business can be incredibly demanding.
For the first two years, I worked mostly on my own. There were plenty of late nights and early mornings - sometimes working while the rest of the family slept.
There were also moments where I felt completely overwhelmed. Small business is emotional. It’s personal. And there were definitely a few tears along the way.
But passion and excitement kept me going.
6. Your Business Needs Constant Care
If I had to compare running a small business to anything, I’d say it’s a bit like raising a child.
It needs constant attention, nurturing, and care. You can’t just switch off and expect it to grow on its own.
Small businesses thrive when the person behind them is fully invested in what they’re building.
7. Quality Must Never Slip
One thing we have never compromised on at JoJo Co. is quality.
Yes, over the years we’ve had to increase our prices - like many small businesses have. But what has never changed is our commitment to producing a high-quality product.
Our candles are still made with the same care and attention as they were in the early days. And I truly believe that’s one of the reasons we’re still here nine years later.
8. Customers Are Everything
We simply would not be here without our customers.
One thing that continues to amaze me is the loyalty of the people who support JoJo Co. Our returning customer rate is incredibly high, and that means everything to us.
We always try to go the extra mile - through our gift packaging, handwritten touches, and the little details that make each order feel special.
And in nine years, we’ve been incredibly lucky. While I hear horror stories about difficult customers, we’ve honestly had very few issues at all.
Maybe that’s luck. Or maybe it’s the result of genuinely trying to do things right.
9. Build a Team You Can Trust
While the early days were very much a solo journey, JoJo Co. is no longer just me.
I now have a small team who support the business and help bring my endless ideas to life. Having people around you that you trust - and who you can be completely yourself with - makes a huge difference.
Because the truth is, you cannot do everything on your own forever.
And if you want a life outside of work, good people around you are essential.
The Reality of Running a Small Business
Running a small business isn’t always glamorous.
There are no guaranteed wages. No paid holidays. No sick pay. And certainly no job security.
In the UK especially, small businesses can often feel like they’re working against the system - navigating taxes, VAT thresholds, and financial pressures that can be difficult to manage.
If there’s one practical piece of advice I would give, it’s this: find a good accountant and understand your numbers early.
Looking Back After 9 Years
Despite all the challenges, I wouldn’t change it.
JoJo Co. is a full family business, and while that comes with its own pressures, it’s also something I’m incredibly proud of.
Nine years on, we’re still here - still creating beautiful scents, still packing every order with care, and still driven by the same passion that started this journey in the first place.
And for that, I’m incredibly grateful.
To everyone who has supported JoJo Co. over the past nine years - thank you.
It truly means the world.
