Meet Jo From Eton Taylor



I’m super excited to be launching ‘Behind The Brand’, focusing on British Businesses and entrepreneurs. I’ve worked with Jo for almost a year now, from product styling Instagram posts to featuring Eton Taylor in my Rural Business Shout Out. More recently, Jo has joined the CB Digital team where we are working on increasing her brand presence online through a social media strategy.

So, if you’re wondering about the inspiration behind this luxury womenswear brand then you’ll enjoy this read…

Eton Taylor Staffordshire

How did you discover your love of fashion?

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!

How have the fashion trends changed over the years?

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!

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.

Behind The Brand: About Eton Taylor
Eton Taylor Outdoor and Country Womenswear

What happened next?

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! 

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! 

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.

Eton Taylor From Field to Fashion Womenswear
Eton Taylor Womens Shooting Clothing Pop Up Shop

So, what inspired you to create your own fashion brand?

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.

This week marks our 2nd Birthday and I’m so proud of how far we’ve come and grateful to everyone that has supported & purchased from me over the last 24 months!

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

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!

Eton Taylor From Field to Fashion Womenswear

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I hope you loved reading more about the inspiration behind this ‘Field to Fashion’ inspired brand. Jo Whitehouse is a true inspiration and is determined to see through the highs and lows of 2020. I look forward to joining Jo at various shows in 2021; Burghley Horse Trials and The Game Fair to name a couple! 

Disclaimer: Please note, this is not a sponsored post, nor are any of the links affiliate. I have blogged about this brand as I am genuinely passionate British fashion and supporting small businesses, I know you love them too.