• EAST COAST STORES NOW OPEN
  • FREE SHIPPING WITH ORDERS OVER $100
  • FREE RETURNS ON ALL ORDERS



From our humble beginnings as a kitchen table start-up in London, our ethos has always been the same: to offer gorgeous and practical designs and excellent customer service while putting people and the planet before profit. Since 1993 when JoJo launched, so much yet so little has changed; we’re no longer a one-woman band, but a growing, international team, and we’re still creating beautiful collections while being kind to the world around us.



watch our video to hear what our customers think



Further to our dedicated US site, we have 4 stores on the East Coast. What sets JoJo apart is the quality and practicality of our clothing. Our clothes are truly designed with children in mind; they are made to last and fun to wear. We also sell a variety of toys, gifts, nursery items and gear; offering new parents, friends and family a one-stop shop for all their pregnancy and new baby needs.




Our maternity clothing is practical and stylish, and we encourage our customers to come in-store where staff are more than happy to offer professional advice. New moms often find that coming into our store with their new baby is a breath of fresh air – we don’t mind babies screaming or smelly diapers, and whether they need extra bottles, footies, or muslins, they’ll find it at JoJo.

Our support doesn’t stop there; as children grow older and go through potty training, weaning, and learning vital skills, we provide all the tools necessary to make the journey as simple and successful as possible, right through to pre-school.




As a B Corp, we are an ethical business
and take pride in everything we do
from philanthropy to recycling and more, our initiatives will continue to grow.

JoJo is more than just a children’s wear boutique; our store teams are highly trained and offer bra fitting services, coloring tables to keep little ones happy while their parents shop, not to mention spaces for nursing and diaper changing. But don’t just take it from us, watch our video to hear what our customers think.




From our humble beginnings as a kitchen table start-up in London, our ethos has always been the same: to offer gorgeous and practical designs and excellent customer service while putting people and the planet before profit. Since 1993 when JoJo launched, so much yet so little has changed; we’re no longer a one-woman band, but a growing, international team, and we’re still creating beautiful collections while being kind to the world around us.


watch our video to hear what our customers think
Further to our dedicated US site, we have 4 stores on the East Coast. What sets JoJo apart is the quality and practicality of our clothing. Our clothes are truly designed with children in mind; they are made to last and fun to wear. We also sell a variety of toys, gifts, nursery items and gear; offering new parents, friends and family a one-stop shop for all their pregnancy and new baby needs.



Our support doesn’t stop there; as children grow older and go through potty training, weaning, and learning vital skills, we provide all the tools necessary to make the journey as simple and successful as possible, right through to pre-school.

As a B Corp, we are an ethical business and take pride in everything we do
from philanthropy to recycling and more, our initiatives will continue to grow.

JoJo is more than just a children’s wear boutique; our store teams are highly trained and offer bra fitting services, coloring tables to keep little ones happy while their parents shop, not to mention spaces for nursing and diaper changing. But don’t just take it from us, watch our video to hear what our customers think.