Most love stories begin with a tiny spark, that leads to an flight of bubbly emotions.
This story started with tiny text that was printed on the back of a bottle of sparkling water.

In 2010, Swedish-British designer Johanna Jonsson – Jo – arrived to South Africa on a holiday she had won, for which the price was tickets for two to anywhere in the world. Within months of saying farewell to an old love, a new one started and culminated in a wedding day 7 years later.

Having struggled to find a dress that matched her own idea of fabulous, she started designing and making those dresses by herself which was the dawn of the Jo Malin label.

Jo’s creativity can now be enjoyed in person at the atelier in Cape town, and a limited collection of made-to-order gowns and accessories are available from the Etsy boutique.

Never ceasing to seek inspiration from real women for new designs, Jo continues to guide brides in the unexpected miracle which is their own engagement story through her wedding blog Sheer Brides.


Born in 1983 in Lund, Sweden, her mother and grandmother was a source of inspiration for working with textiles and contributed to her understanding of handicrafts and aesthetics at a young age. For her final year at Art College she worked with a theatre production to produce stage costumes which gave her the confidence to design and make her own graduation gown, and later to start making and altering clothes for herself and friends. In 2004, she furthered her fashion training London School of Fashion, and started her first label in 2005.

Having left the fashion world in favour of yoga and travelling the world, her love for sewing was reignited during her bridal journey when she encountered deep satisfaction in the process of designing her own wedding gown and flower girl dresses. Immediately after the wedding she started to work on new designs – and never stopped. Since 2017 she has been dressing women of all ages, nationalities and creeds in her studio, making sure that each garment fits her clients body as well as personality.

Sheer Âme will be Jo’s international debut made-to-order label.