NO COMPROMISES.
NO APOLOGIES.
PASSION, PURPOSE & PROFIT BUILT BY BEING REAL AF.
SMALL BEGINNINGS IN THE UK CARE SYSTEM
Growing up in foster care, a children’s home and being a child carer, JoJo learned early what resilience really meant. Those years taught her empathy, strength, rapid adaption and resourcefulness and planted a wishful seed around the importance of self belief and the value of nurture.
A QUESTION OF INTEGRITY
After decades of “playing by the rules” in corporate life, JoJo faced a line-in-the-sand moment when her integrity was compromised at work. Walking away was terrifying; but after the realisation she’d been dimming her light for so long, it became the catalyst for creating a business rooted in respect, honesty, integrity, loyalty, and fair exchange (RHIL AF).
JEFF THE BUSINESSMAN
When JoJo first started her business she took the ‘standard’ route, and set out to show up in her business as “Jeff’ the businessman, the character she thought she should play in order to be taken seriously. No pink, no personality - and it wasn’t until she handed over one of her new business cards with a ‘it’s not really me, but’ caveat that she realised she was doing it wrong. Her personality had made her successful in her career and the same was going to be true of her business.
A COMMITMENT TO #SASSYNOTSORRY
“Sassy Not Sorry” isn’t just a phrase; it’s JoJo’s philosophy for life and business. It’s about owning your REAL AF story, embracing your quirks, and showing up unapologetically. That commitment has seen her build a six-figure brand, inspire thousands, and help others find their fire, voice, and purpose.
DRIVEN BY PURPOSE
JoJo founded The Big WishWorks CIC; where hope, opportunity, mentorship and encouragement in entrepreneurship take flight for care leavers aged 16+. Through workshops, support, and real-life role models, she’s creating the opportunities she once wished for, turning her story into a movement that helps the next generation build belief, purpose, and possibility beyond the system.
LOVING YOURSELF BEYOND BELIEF
THE AMAZON NUMBER ONE BEST SELLING BOOK
Written by JoJo Smith. (Not bad for a girl who’s shocking at grammar, didn’t do well at school and uses kisses as full stops xx)
A SassyNotSorry Self awareness strategy for self love and self belief.
If you could see someone being led to a cliff to take flight with no flight gear, no crew and no map, and you could give them one life line, would you?
So many kids in care face their 18th birthday like walking towards a cliff edge.
With the thought that suddenly all their support systems could be gone, with an expectation of adult independence placed upon them and essentially left to step off into the unknown "grown up world". With the lived experience of these kids it can only feel like becoming an orphan all over again. This comes at a time when they actually need more support than ever. Without it, vulnerability, loneliness and lack of direction become a state of the heart and mind.
Are we setting them up to fail and fall? When in actual fact it wouldn't take much to help them fly.
