Meet Jo, owner & founder of Eton Taylor.

How did your love of fashion come about?

My passion for luxury fashion started at a very early age. My mother had her own Womenswear & Children’s clothing shop named after me ‘JOANNE’S’ in our local village from when I was a few months old. I was always an extremely well-dressed child, with all the prettiest dresses & obsessed with lovely shoes!


Just before I hit my teens, she stopped selling Children’s clothing and concentrated on Ladies. To my joy at the age of 12, I could fit into an XS! I also did my first fashion show for her at a beautiful hall local to us. To say I was excited and nervous at the same time would have been an understatement!

Joanne's womenswear shop staffordshire

I spent most days at the shop after school and loved watching customers try on the beautiful dresses and outfits. During the 70’s & early 80’s the fashion was very glamorous, ladies would arrive in their fur coats, they were beautiful. This is where my love of luxury natural fabrics came from.


Ladies in those days would invest is beautiful timeless clothing. I still have some of my mothers fur minks to this day, I wish she’d have kept the amazing evening gowns too!  

The very height of fashion in the 1980's

When I was 16, my mother sold her shop. Shortly after, I embarked on a hairdressing apprenticeship and a few years later I went back to work for our family business in wet fish, game & poultry. I was asked to model for my fashion shows & charity events; from punk to new romantic trends!

Jo Whitehouse from Eton Taylor

As the years went by, I got married, had a child and moved to the countryside. I’ve now got working Clumber Spaniels; Ellie & Pete. I wanted to get back into the country lifestyle and always had a dream of running a stand at The Game Fair on their Main Avenue. Scary to think this will come true in 2021!

This is when I started to realise how hard it was to find stylish yet warm and versatile outdoor clothing. I started looking into ways that could take you from field to fashion and still be practical and fashionable.

British Outdoor and Country living with Working Clumber Spaniels

Is this how you came up with Eton Taylor?

Back in 2015, I started researching manufacturers and designers that could work with me on creating good quality, ethical and timeless garments. Sticking to my routes, I wanted to launch a range that never dated and therefore were investment pieces in your wardrobe.

Using my maiden name, Taylor, I launched this brand in 2018. First attending local Christmas events and in 2019 we traded at horse trials, country fairs and game shows.

Eton Taylor - Stylish Ladies wear

What would be your advice for someone looking to create their own fashion brand?

Don’t give up on your dreams. Things don’t go to plan…take 2020 as a prime example! No one knows what the future holds but my ambition holds big dreams that I will work towards. Everything happens for a reason, even if it doesn’t make sense at the time!


Jo x