TIME SPENT WITH JO. - An Interview with Our Creative Founder + Chief Brand Architect/CEO

Meet Our Inspiration. The Creative Founder + Chief Brand Architect/CEO of Invite Luxury, Inc.

The suite is intimate. Lit by the softened presence of day, peeking through sheer curtains reminiscent of an interior hotel room design. An area rug elevates the Regus corporate carpeting beneath it, while all other signs of a typical 225 West 34th Street Office Rental in Manhattan, NY fade. Instead, the Invite Luxury guest is transported into the mind of Jo. Smith, Jr. upon entry. Every detail speaks to the essence of her intention. Two emerald tufted guest chairs welcome you and your plus one. The mirrors magnify the soft light and celebrate your presence, through thoughtful placement. A changing area stands, draped in the corner of this space, and a small desk and yellow chair sit, waiting to be occupied by the host of this occasion. There's a calm warmth and the pleasant scent of ... vanilla? No. Is it, Cardamom? Maybe. Perhaps, it's best to just ask. What is that fragrance? It smells so good in here! Jo. Thank you! It's a custom fragrance. Our signature scent. We call it Doyen, after our daughter.

That's a pretty name. Is it your daughter's?

Jo. Her middle name, yes. [Grabbing a small photo from the sideboard] I have Serenity + Legend.

Take in two beautiful faces. They could be in movies. Young happy people, one a bit older than the other and yet, the bond between them is evident. This woman is someone's mom and wife and is deeply motivated by her family, according to the photos displayed on a white and gold sideboard. These images add something to the authenticity of her heirloom branding. It is the undertone of most of her copy, and seems to be the next best question to ask. Family seems to mean a great deal to you, judging from your photos. What was the decision behind the suite's decor?

Jo. [smiling as she revisits the room's accents with her eyes] Hm. I thought about the design for days. I worked in hotels for years and studied how they feel luxe but don't necessarily spend a lot on design.

I definitely picked up the hotel vibe. I like it!

Jo. Thank you, that was the intention, minus the bed... [She laughs a little, shrugs her shoulders modestly and searches for her words around the room] Everything about this space design is a reflection of me, and what it means to give my very best, from where I am, today. I did what I could with what I have.

So, to answer the question:

This 'business' is an heirloom, that creates heirlooms for our clients. The foundations of Invite Luxury, Inc. are rooted in a deep ancestral homage to my Great-Grandparents over there. [She points to a black and white photo of a happy couple smiling during dinner] They were the only entrepreneurs of my lineage so far, and with what little they had they were able to leave my family in great standing at the time of their passings. However, what didn't happen for them, is what I am now preventing from repeating.

My great-grandparents never taught my grand elders their business or made it a requirement that they continue it. As a result, my family never learned the financial acumen it would take to manage the inheritance left to them. So, my great-grand parent's legacy was lost in poor choices, for three generations that followed them.

I'm just starting out, but I wanted to make my intentions clear to every guest I'm blessed to have visit me in this suite: I came to leave something for the future. For their family + my family. When you work with me, we work on keepsakes and heirlooms. We work on something that heals and tells a timeless story. We work on something you can hand down. So, I guess that's the inspiration.

Wow. That is such a beautiful and meaningful mission. It makes it clear as to why your slogan is "Time well spent". Can you tell me about the inspiration behind that concept?

Jo. You put that together quickly!

[Laughing] Thank you. I try.

" Everything I do is based in the belief that Time is Money, and When you don't have money... You have time." - Jo.

Jo. Well, you've succeeded. Everything about what I do is based in the belief that time is money, and when you don't have money... You have time. If you've noticed- which someone like you probably has- Invite Luxury's logo resembles the face of a watch. So... these are "Time Pieces" in every sense of the wording. Hours of skill are dedicated to every single garment. But to take it a few layers deeper... every step in the process is an investment of time. Whether you sit with me on a quick call to see if this is our season to work together, or we hash out the details of your personal or business brand in a meeting, or if we are commissioning a piece clothing from an artisan who has studied their craft... That time is irreplaceable. It's invaluable, and I get that. So, I really set out to make every moment with me, part of a great future memory. I do this... by using my past, positively for my present, while investing that passed time into the future.

I love how you explained that, Jo. We're almost out of time, but I can see why people would want to spend as much time as they can afford to, with you- Jo. [Smiling she places her hands into her impeccably tailored pant pockets] Well, one can only hope so.

Just one last question. Why fashion, Jo. ?

Jo. Oh, fashion chose me. I never thought I could truly live off of what comes naturally to me. It wasn't how I was wired. I believed that life was a test to struggle through; until I died in 2022, after the birth of my daughter. I literally woke up 3 days later and understood that I didn't have enough good memories for my life. I didn't choose me, hardly ever. I had never truly defined which career would bring me the most joy, but I had been working since I was thirteen.

Wow... Thank God you're still here.

Jo. Yeah, I thank El Shaddai every day... but what that taught me is that this moment is a true present. It's a gift, and it is real! So, how we spend it will make the ripples in a long line of people yet to come. So, I cherish it. My mother was a fashion designer, her mother - a model, her mother- my great-grandmother... an entrepreneur. These things are in the blood and spirit of me, but in this capacity, I also nurture my outer passions.

For instance, I love ministry and enjoy pouring into people as much as I can. I've been through a lot. So, it's nice to add value in that way, by helping others stay encouraged.

I also love seeing a thoughtful plan, well-executed. So, I get to do all of that in this role, too.

I love what I do, but I am still becoming the full me. In my dreams, I am also a Red-Carpet Correspondent, hence my love of interviews. So, thank you for this and for letting me share.

No, Jo. Thank you for your time.

Jo. I consider it well spent.

Most definitely.

We parted ways in the same fashion we began. A genuine embrace of gratitude from the host to her Guest of Honor, and I left feeling fed and enlightened, with a sense of appreciation for the transparent aura of this human-in-business. Jo. was right. She "creates heirlooms", because once we made this great memory, together. I immediately passed it along, to you. ___ . . . . . . .

The Invite Luxury Blog is written with the Creative License of its author who may at times be the subject. This is simply a style of pen and should never be taken as an attempt to fane interest or self-aggrandize. Jo. Smith, Jr. is a writer. All contributions to this content are sourced from artistic expression.