About

My Foolish Heart is a labour of love small enterprise operated by Norfolk-born Peckham-living Jo Smith.

Jo was bought her first sewing machine aged 7. Luckily, it was a child-friendly one. 

From making disco outfits for her Sindy dolls, Jo then went on to study first fashion design and then fashion promotion and illustration at the prestigious Epsom School of Art & Design (now Surrey Institute).

Different careers followed post art college including photographer's assistant, photographic account executive, illustrator's agent and art production assistant. Jo also ran her own vintage-inspired womenswear label that sold through the infamous Spitalfields Market and select north London boutiques. A lifelong love of fashion from the 20th century inspired her designs, particularly the 1940s through to the 1970s.

My Foolish Heart came about after Jo began making cosmetic bags and aprons for her friends, using beautiful vintage fabrics that she had found on her travels and sourced from small shops and online collectors. Word of mouth meant she was soon making more and more orders, also expanding her range of designs to softly padded glasses cases, cushions and oven gloves.

The ethos of My Foolish Heart is to reuse and upcycle beautifully printed and patterned quality vintage fabrics into unique and individual homewares. Jo has a particular penchant for midcentury and Scandinavian design.


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