Inspirational interiors… we chat to Jo Eldridge founder of Jo & Co

Date Posted: 7 Jan 2022
Jo Eldridge Jo & Co

Editor Rebecca Moore catches up with Jo Eldridge the founder of interior and lifestyle store Jo & Co to talk Cornish colour palettes, her favourite furniture and why Cornwall has her heart…

How did your relationship with Cornwall begin?
I moved to Cornwall ten years ago. I have lived all over since I left university, but Cornwall just seemed like such a special place, so much so that I’ve never left!


Tell us the reason behind launching your interior and lifestyle store Jo & Co?
I always had the dream of owning my own store. I studied fashion, business and marketing at university and started on the bottom run in Mulberry’s sales and marketing office when I graduated. I also worked for businesses such as Whistles and Habitat as a student, which gave me a basic understanding of retail.

I knew retail was my passion, and although I spent my former years in advertising agencies, I knew that owning a store of my own was the goal.

Where do you live in Cornwall?
I live not too far away from my store in north Cornwall, between Rock and Padstow.

In your opinion, what colours look best in the home under the Cornish sunlight?
Well, anyone that knows my store will know that I love colour. But I love a muted, soft palette which helps to create a sense of calm in a home. Even if you lean towards darker colours, I much prefer warmer colours as I feel they really affect your mood and the way you feel when you’re in a home.

Best room in the house to decorate?
My favourite room will always be the bedroom. I love how you can create such a sanctuary in there, and a real getaway from the outside world.

What’s your favourite Cornish brand that you stock?
At the moment I’m really loving our brand La Luna Candles, handmade by Sinaed in Cornwall. They smell divine and work so well alongside out home accessories and furniture.

Cornish brand La Luna is stocked at Jo & Co, and a personal favourite of Jo's

Cornish brand La Luna is stocked at Jo & Co, and a personal favourite of Jo's

Jo & Co is known for its sumptuous and stylish sofas and armchairs

Jo & Co is known for its sumptuous and stylish sofas and armchairs

What would you recommend for a few staple homeware pieces for a house in Cornwall?
An armchair and sofa from Jo & Co are the essentials, but I’d recommend treating yourself to a pink velvet one to add some fun and glamour. Lighting is also so important, and creating the right lighting is essential to bringing warmth into the home. I also love our huge rugs as they add interest and texture, which again helps to make your home feel warm and cosy – this is essential when you live with the Cornish winter weather!

Do you have a favourite beach?
My favourite has to be Rock Beach and Daymer Bay. I walk my dog there most days and it’s such a beautiful place to visit and take in that Cornish air.


And a special lunch spot?
I really love Pilchards in Port Gaverne. The food is always amazing and the view is incredible.

Are there any exciting plans in the pipeline for Jo &Co?
Absolutely! We are currently planning all our photoshoots for this year, which is always exciting. We have some lovely new sofas on order which will arrive this spring. And as ever, we also have our eyes on a few different locations for the brand… which might not happen in 2022, but when the right place comes along then you never know!

Visit Jo & Co’s store situated just outside of Wadebridge at Hawskfield, or browse the collection online here.

Jo&Co inside store
Jo&Co Store exterior
Categories: General,Interiors

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