Home JOURNAL Behind the Label | Josa Tulum

Behind the Label | Josa Tulum

New York transplant and Tulum local Joanne Salt is the creative genius behind the JOSA Tulum collection. Inspired by her own bohemian beach lifestyle, these effortless dresses and caftans are a chic addition to any wardrobe. We recently caught up with Joanne and asked her to share the story behind her versatile label.

How does travel inspire your collection?

We live in a place where everyone comes to visit, so we meet people from all over the world. I'm lucky that I'm able to get so much inspiration right in front of me every day!

Describe Josa Tulum in 3 words.

Chic, Sexy, Sophisticated. I chose these 3 words because this is exactly how I want my JOSA women to feel when they wear my dresses. Time and time again, I see that once the dress is put on, a transformation takes place. You can literally see the change in your walk and the way you carry your body. You feel sexy, chic, and sophisticated, which makes me feel incredible because I want to make women feel great about themselves.

Your collection of products keeps growing. What creative endeavors are on the horizon?

This past year I was pregnant, so we launched JOSA Maternity and it was a huge hit. It?s a growing business for us. Also, we started our Little Girls line called JOSA Chiquita, so little girls can feel as great as their mommies.

Who is your Muse? Describe the woman who wears Josa Tulum.

I'd have to say, my muse is me! I design everything based on what I would wear. I?m very blessed and honored that what I like and wear is shared by many other women.

Tell us about your favorite piece (or one of them) and where you were inspired to create it.

My favorite piece in the collection is the Houston. I wear it all the time in Tulum and I always feel great in it. I really wanted a halter dress in my collection, so I created it based on that need.

What are your upcoming summer travel and/or vacation plans?

No vacation for me this year! We are working all summer long. Our private trunk shows are getting booked up fast -- we are hosting this year in Toronto, New York( The City and The Hamptons), and Seattle. Visit our website for information about our Trunk Shows.