Mum quits NHS consultant job to run fashion empire after online success

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An East Yorkshire mum who quit her job as an NHS consultant to run her own fashion empire has now opened a second boutique as business picks up.

Jo Briggs opened Jo Ja Be Boutique last year, initially as an online-only business and as a source of additional income. Everything was going so well that Jo opened a store in Flemingate in Beverley.

This too has grown stronger and Jo has now opened a second store at The Weir in Hessle. Both stores sell everything from casual to evening wear, in sizes 8 to 18. Prices range from £25 to £200.

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The unusual name of the business, Jo Ja Be Boutique, is due to the fact that Jo named the business after her two children, Jack and Beau. It aims to put a modern twist on classic and unique styles to suit all ages at achievable prices. Designers regularly stocked at both stores include Joe Browns, Ruby Shoo and Comino Couture London.

Jo said: “It’s because the business has done so well in Beverley Flemingate that we’ve branched out to another area of ​​East Yorkshire. We’re doing our best and so far it’s paying off. .”



The opening of the Jo Ja Be Boutique store in Hessle resulted in the hiring of three additional employees.

Jo also pointed out that the store stocks and supports local fashion brands. These include Jo Beverley Designs, Sweet Tilda Designs jewelry and Jasmine Rose fabric bags.

The actual creation of the store was not a long-term dream. “To be honest, I needed an extra source of income,” she said, explaining that her role in the NHS which she has since left to focus on Jo Ja Be Boutique was not. sufficient on its own. “It was not a dream as such, it was rather a necessity.”

Its first clients were colleagues from Hull Royal Infirmary and the business gradually grew over time. Speaking at the boutique’s first store opening in Beverley Flemingate earlier this year, Jo said: “We aim to be a place where customers can visit again and again and always find something new.

“By carrying a limited number of each item and changing stock regularly, we can provide a new shopping experience every time.”



Inside the Hessle Jo Ja Be Boutique store.  The company specializes in stocking stylish fashion brands, including local designers.
Inside the Hessle Jo Ja Be Boutique store. The company specializes in stocking stylish fashion brands, including local designers.

Thanks to the new Hessle store, Jo Ja Be Boutique has hired three additional employees. The Hessle store, open since June 1, is open from 10 a.m. to 5 p.m., Monday to Saturday.

The store’s website can be viewed here.

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