Jasmine Tookes, renowned for her illustrious modeling career, has shared the runway with KORA’s founder, Miranda Kerr, at fashion’s biggest biggest events (Balmain, Dior…). Their bond, formed on these iconic runways, has grown into a lasting friendship that transcends their professional lives—these days, they swap parenting hacks and business tips in addition to makeup hacks. Today, Jasmine is not just a top model but also a successful entrepreneur with her fitness and wellness brand, JOJA, co-founded with fellow model Josephine Skriver.
JOJA emerged during the challenging times of the COVID-19 pandemic, providing a much-needed focus on health and fitness for their community. Think: buttery leggings and bodysuits you have only dreamt of. As Jasmine reflects on her journey, she shares, “Being a Founder has shaped me in so many ways. I have really learned the importance of trusting my gut and intuition as I feel with so many challenges and lessons that I have faced, I have always been proven right when going with my instincts.” Looking ahead, Jasmine is excited about the future of JOJA: “We have been doing pop-ups all around the US, meeting the JOJA community, and I love hearing all the stories about girls who I have inspired and learning more about their journey.” Here, she shares the best advice Miranda has given her, what wellness truly means, and her favorite KORA Organics product.
What inspired you to start Joja?
JOJA was born during COVID-19 when Josephine Skriver and I really began making content with a fitness undertone during such a still and stagnant time. From an early age, I had always been into sports, wellness, and fitness, so when our community not only loved the content but wanted more from us with apparel, it just made sense, and we had to listen!
Did you face any challenges when you decided to start Joja?
As most business owners and businesswomen know, starting any business comes with many challenges (oftentimes, challenges you would never expect). I think many would be surprised to know that for years, we had a team of just three people (including myself and Josephine) so we really were doing EVERYTHING before we could expand. I was running customer service for years while Jo had a heavy hand in operations and I truly think that helped us learn the ins and outs of the consumers’ experience with the brand which helped inform us in the best way possible on where to improve, what could be better and listening to our customer feedback.
You and Miranda Kerr have been friends for a long time. Are there any specific tips or advice that Miranda shared with you that have been particularly impactful?
Oh my gosh, I don’t know where to start. I think she has a great set of priorities, which I really look up to. She always mentions that if you don’t take care of yourself, how can you be the best for anyone else? Especially your husband and children. I love that, and I have really focused on this after having my daughter. It’s so important when looking for something like “balance” and having a positive outlook on life.
What entrepreneurial tips would you give to other women looking to start their own business?
You just have to start! Whenever I get in my own head or hung up on something I can let my ideas sit for too long and second guess myself. However, the moments where I have just gone for it, I have only ever seen positive results and I really think that once you don’t limit yourself, opportunities become endless.
What does “Wellness” mean to you and how do you incorporate wellness into your daily routine?
Wellness to me is really about the balance of all things– with the importance of meeting my priorities both professionally and personally, wellness is a huge factor. I cannot work or be there for my friends and family if I am not taking care of myself so it’s really important to me that I take the time throughout my weeks to have a moment for wellness. Sometimes that means making my favorite Detox smoothie (which is Miranda’s recipe) doing a workout with my trainer Kirk, or even running around outside with my daughter. Whatever it is, I try to take the time for one thing each day as it can look a little different week by week.
You’re clearly a KORA fan! What are your favorite KORA Organics products? And how do they fit into your skincare regimen?
I cannot get enough of the Turmeric Brightening & Exfoliating Mask. It’s the perfect mask for traveling. It’s like an at-home spa day that brightens and tightens the skin with every use. It’s become such a staple in my routine!
