There. I’ve said it.
Every year autumn arrives and suddenly Pumpkin Spice is EVERYWHERE.
Pumpkin Spice candles. Pumpkin Spice coffee. Pumpkin Spice everything.
And I just can’t do it.
My daughters love it. They’ve tried to convince me. I know lots of you probably love it too - and I’m absolutely not judging you.
Well... maybe a tiny bit.
But it has never felt very JoJo Co. to me.
I love autumn. I love the darker nights, the change in the air, coming home and getting cosy, and obviously I love a really good candle.
I just think autumn deserves something a little more interesting.
And that brings me to Secret Scent No. 6.
How did we get to six?!
Secret Scent Club started almost three years ago with a feeling rather than a grand plan.
I’m not particularly into the whole Valentine’s Day thing either (you may be noticing a theme here), but I do love what love actually means.
So I created a scent around that feeling.
LOVE.
The label simply said LOVE IS ALL YOU NEED. We made a small batch, put it out into the world... and you loved it.
That was Secret Scent No. 1.
At the time, I had absolutely no idea what we’d started.
Secret Scent Club became somewhere I could play with fragrance. Somewhere we could create something a little different without having to decide whether it belonged permanently on the JoJo Co. shelves.
One scent became another. Then another.
And somewhere along the way, this little idea became one of my favourite parts of JoJo Co.
It's become a little world of its own
If you’ve been in Secret Scent Club for a while, you’ll know.
There’s the anticipation of a new number. The limited batches. The emails asking me when is that one coming back?
And eventually we created the Secret Scent Shop, opening it for the occasional weekend and bringing those scents back again.
What started as somewhere for me to experiment has somehow become this whole other little side of JoJo Co.
And I bloody love it.
The best bit?
Secret Scent Club costs absolutely nothing to join.
There’s no subscription and no obligation to buy anything. You’re simply on the inside - which means when something is happening, you hear about it first.
And now there are six.
This time last year we created Dark Nights.
We loved it. The team loved it. You loved it.
And I genuinely wondered where I could go next.
There was this little autumn idea going around in my head. I wanted something that captured this exact time of year.
Warm. Cosy. The kind of fragrance that makes you want to shut the door, put the lamps on and settle in for the night.
Which inevitably brought me back to...
Pumpkin Spice.
No.
Still not doing it.
But it did make me think about why people love those autumn fragrances so much.
It’s not really about pumpkins.
It’s the warmth. The spice. The comfort. That unmistakable feeling that the season has changed.
That I can get behind.
And I think we’ve absolutely nailed it.
Secret Scent No. 6
I’m saying nothing else about the fragrance yet.
Except this:
It’s autumn in a candle - the JoJo Co. way.
No gimmicks. No Pumpkin Spice.
Just a beautiful, warm, grown-up fragrance that feels completely right for this time of year.
We’ve been testing it. The team are excited. My Pumpkin-Spice-loving daughters want it in their bedrooms.
Even they approve.
Which frankly feels like quite the achievement.
And I absolutely love it.
Next Friday, the Secret Scent Shop opens
And this is the really exciting bit.
For one weekend only, all five of our Secret Scents are coming back - the ones you loved, the ones you missed and maybe the one you’ve been waiting to get your hands on again.
And for the first time, there’ll be a brand new one sitting alongside them.
Secret Scent No. 6.
Six Secret Scents. All together. One weekend.
If you’re already in the Secret Scent Club, keep an eye on your inbox - you’ll hear everything first.
And if you’re not?
This would be a very good time to get yourself on the inside.
Almost three years ago, this started with one little candle called LOVE.
Next Friday, there’ll be six.
I wonder which one will be your favourite.
Jo x
