Jo-Ann Alari - Josefina Muse #43

Jo-Ann Alari - Josefina Muse #43

Jo-Ann Alari is a project manager at a digital agency and a fashion & lifestyle content creator based in Scotland.

Vintage lover, she has created The Collected Goods Store, a vintage clothing and homewares online shop on Instagram.

She’s Sylvie and Odie’s mum.

Jo-Ann, you are content creator, and you also have your shop « The Collected Goods Store ». Can you describe your journey?

I’ve been creating content for a few years now & have so much fun doing it. I’ve been lucky enough to start making a living from it which is wonderful. The Collected Goods Store is something I started a couple of years ago as I’ve always been such a lover of vintage and wanted to share that with my audience on Instagram. It’s been tricky trying to keep up momentum with it all after having my daughter but it’s definitely something I’m super passionate about & want to invest more time & energy into.

Can you tell us more about your love for vintage?

I’ve loved vintage clothes since I was a teenager & spent my weekends hunting eBay & vintage stores. The thrill of finding something unique that nobody else has is such a buzz. My most loved items in my wardrobe are vintage & I know I’ll have them forever. There’s something about a vintage piece that makes you cherish it more.

What do you love the most about your work?

Being creative & working with brands that I love. I still pinch myself that I get to do what I do. I didn’t ever think I could do this for a living so I pretty much have a pinch me moment every day.

Can you describe a typical day in your life?

My little girl is 20 months old so a typical day is very much centred around her. We live in Scotland & have a dachshund so we like to get out in the fresh air as much as possible. When I have content work that I need to shoot I rely on grandparents & my husband to look after Sylvie. Most evenings are spent on the sofa unwinding after a busy day.


You became a mum for the first-time last year. How did you take care of yourself during pregnancy (nutrition, workout…)?

I’m not much of a workout person but I walk a lot with the dog so tried to keep that up as much as possible. I made a conscious effort to eat as healthy as possible but have a major sweet tooth & don’t think you should deny yourself what you love!

How would you define your style? Do you have any fashion tips for women during pregnancy?

I would say my style is generally laid back with a nice dose of colour & lots of denim. I don’t like to limit myself to one style & like to just have fun with what I wear. If I like it, I’ll wear it, if it makes me feel uncomfortable then it’s not right. When I was pregnant I didn’t really buy or wear maternity clothing. Anything new that I bought I made sure I’d be able to wear postpartum & looked for roomier silhouettes, oversized jumpers etc.

Which Josefina model did you choose and why?

I have the Josefina backpack in black & the classic L&M in khaki, both of which I adore! The backpack is my everyday baby bag, it’s such a good size & hangs on the buggy perfectly. The classic L&M we take with us when we’re travelling as it’s a got a bit more room. The backpack has my initials on embossed on the front so when it’s not a baby bag I’ll be using it for myself!

What’s in your Josefina?

For Sylvie: Nappies, wipes, snacks, books. Then I throw in my essentials: lip balm, hand sanitizer, iPhone & charger.

What do you like the most about being a mother?

So many things. I love it more than I imagined. Having Sylvie interact with us now is so much fun, seeing her little character develop brings me so much joy. When she gives me a hug or a kiss I genuinely think my heart is going to explode! It really is the best and hardest job in the world.

Do you have any fashion icons?

Quite a few but I think my number one is probably Kate Moss. I don’t think anyone’s style compares to hers. She’s the original cool girl. I think her style from 20 years ago to now is timeless, I don’t think she’s ever had a bad fashion moment!

Who inspires you as a mum?

Anyone else raising children! Also, my Grandmother who had 6 children & a job all those years ago when that wasn’t the norm. I don’t know how she did it but she did it so well.

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