For over six decades, Jo Borkett has defined what it means to blend timeless style with modern innovation. From the bustling streets of London’s Swinging Sixties to the vibrant fashion landscape of South Africa, Jo Borkett’s journey is one of resilience, reinvention, and an unwavering commitment to quality.
Today, her eponymous brand is a cornerstone of South African fashion, known for its affordable luxury, impeccable tailoring, and the ability to cater to generations of women—and now, men—with collections that seamlessly blend international trends with local sensibilities.
A Career Forged in Fashion’s Golden Era
Jo Borkett’s career began in 1961 as a trainee buyer at Harrods, a launchpad into the dazzling world of fashion during one of its most dynamic periods. Immersed in the glamour of the swinging 60s and boutique culture, Jo honed her expertise in retail and trend forecasting.
Her talents soon caught the attention of a UK chain group, where she rolled out multiple stores across Northern England, mastering the art of scaling boutique experiences. When an opportunity to lead South Africa’s Dodo brand arose, Jo immigrated with her husband, overseeing the launch of 17 boutiques nationwide—a bold move that would set the stage for her entrepreneurial journey.
The Birth of a Legacy
In 1971, Jo took her accumulated knowledge and vision to establish her own brand, Jo Borkett, crafting a fashion line that quickly gained traction across South Africa. With 10 retail stores and a thriving manufacturing wing, the brand became a household name synonymous with sophistication and style.
Jo’s ability to adapt to market demands led to the creation of a separate corporate division, Jo Borkett Corporate, which outfitted some of the top South African businesses with tailored office wear. Today, that legacy continues with the launch of Jo Borkett Office, a collection designed to offer fashionable, functional solutions for corporate teams and individuals alike.
Timeless Style, Affordable Luxury
The Jo Borkett brand follows international fashion closely, redesigning trends to suit the South African consumer. The result? Collections that are on-trend yet timeless, offering quality and elegance at accessible price points.
Whether it’s a polished blazer for the office, a tailored dress for a special occasion, or a versatile piece to elevate everyday wear, Jo Borkett designs are created to fit seamlessly into the lives of her clients.
· Multi-Generational Appeal: From grandmothers to mothers to daughters, three generations of women often shop the brand together, united by its universal appeal.
· Corporate Chic: The Office collection has expanded to cater to both men and women, offering tailored capsule wardrobes that make dressing for work effortless and stylish.
Locally Made, Globally Inspired
Jo Borkett has always championed local craftsmanship, with 80% of the brand’s production taking place in Johannesburg-based CMTs. By prioritizing South African manufacturing, the brand not only supports local artisans but also ensures quality control and quick turnaround times.
This dedication to local production is balanced with a global perspective. The brand’s flagship stores in Sandton City and Rosebank Mall, outlet stores in Cape Town and Woodmead, and the soon-to-be store-in-store rollout within Edgars, offer a touchpoint for customers nationwide, while the online store ensures the Jo Borkett experience is available at the click of a button.
The Driving Force Behind the Brand
At the heart of Jo Borkett’s success is Jo herself, a hands-on visionary who works 12-hour days, six days a week, overseeing everything from design to planning and buying. Her unwavering dedication has guided the brand through challenges, including fluctuating markets and evolving consumer needs.
Jo’s ability to adapt and innovate ensures that her brand remains relevant while maintaining the trust and loyalty of returning clients. Expansion plans are already in motion, promising an even brighter future for the Jo Borkett name.
Why Jo Borkett Stands Out
Few brands can claim a legacy as rich and enduring as Jo Borkett’s. Here’s why it continues to resonate:
· Heritage and Expertise: With over 60 years in the industry, Jo brings unparalleled knowledge to every aspect of the brand.
· Affordable Luxury: High-quality, on-trend designs at accessible prices make Jo Borkett a staple for South African consumers.
· Local Craftsmanship: Proudly South African, with a commitment to supporting local manufacturing and artisans.
· Versatile Collections: From everyday essentials to corporate wear, Jo Borkett caters to diverse needs without compromising on style.
Explore Jo Borkett
Discover the timeless elegance of Jo Borkett’s collections at flagship stores, outlets, or online:
· Website: joborkett.com
· Instagram: @jo_borkett
· Facebook: Jo Borkett
Jo Borkett isn’t just a fashion brand; it’s a legacy of style, resilience, and the pursuit of excellence. Whether you’re a returning client or a first-time shopper, Jo Borkett invites you to experience the best of South African fashion.
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