Having graduated from Chelsea School of Art, Joanna started her career as a freelance textile designer and trend identifier before securing a buying position with an innovative Shiatsu massage and wellbeing brand in the mid-90s. This role inspired her to identify growing trends within the wellness space and research what really is effective in making a fast-paced lifestyle more positive. Her curiosity led to her marrying her textile skills and knowledge with holistic products. She started exploring designs and developing products at home, based on the classic adage 'I couldn't find what I was looking for so created it myself'. From her flat share in North West London, Holistic Silk came into being in 1999.  The firstborn product is still a hero in her range, the Lavender Eye Pillow.  Whilst many others have followed, she admits to cherishing this one the most.