The JOSA Tulum founder on embracing Mexico, raising her family, building a brand and why, after more than 17 years, the life she created in Tulum continues to feel like home.
For Joanne Elizabeth Salt, Tulum was never simply somewhere to live. It became the place that reshaped her priorities, inspired her creativity and ultimately became home.
More than 17 years ago, after the birth of her first son, Luca, Salt made a decision that would completely change the direction of her life: she closed the chapter on New York City and moved to Tulum.
Since then, she has built a life, raised her family and created JOSA Tulum, the fashion brand through which she channels her creativity and encourages women to feel beautiful and confident in themselves.
But perhaps the most profound influence on Salt has been Mexico itself.
The warmth of its people, the importance placed on family and the sense of community she discovered here shifted the way she viewed success, happiness and everyday life.
“Mexico has changed me in every way,” she says.
Today, after years of traveling throughout the country, her favorite place to disconnect is surprisingly simple: her own home in Tulum.
For InMexico’s People Who Inspire series, Joanne Elizabeth Salt reflects on purpose, creativity, motherhood, Mexico and the choices that have shaped the life she has built.
1. What is your purpose in life, and what inspires you each day?
My purpose is to make sure I live in the present and always have something to offer. Every day, I try to help at least one person and pay it forward.
The fact that I am even living the life I built for myself feels like a gift, and I never want to take that for granted.
2. Tell us about what you do and the impact you hope to create through your work.
I’m a designer and a creative, and through my brand, I want to make women feel beautiful.
One of the greatest rewards of my work is watching a woman put on one of my dresses, look at herself in the mirror, smile and suddenly feel more confident.
Through fashion, I hope I can help change the way women see themselves.
3. How do you inspire others through your profession, business, art or everyday life?
When I started my brand in Tulum more than 17 years ago, I believe it inspired other women to start their own businesses and believe they could do it too.
A lot of women watched me start from nothing. Seeing me build something gave some of them the confidence to realize that they could create something of their own as well.
4. What moment changed the course of your life?
The pivotal moment was having my first son, Luca, and deciding to close my entire life in New York City and move to Tulum.
That one decision completely changed the trajectory of my life.
5. What has been the greatest challenge or adversity that helped you grow?
One of the greatest challenges has been navigating motherhood and raising two incredible boys while going through difficult relationships.
I ultimately chose to walk away from situations that were taking energy away from my life. I realized that, for me, it was better to raise my boys on my own than remain in relationships that were no longer adding something positive to my life.
That experience has shaped me enormously.
6. What value would you never be willing to compromise, no matter the opportunity?
My integrity, honesty and loyalty, both to myself and to other people.
Those are values I would never compromise. I need to be able to go to sleep at night knowing that I have stayed true to who I am.
7. Who has had the greatest influence on your life, and why?
There hasn’t been just one person.
My greatest influence has come from a collection of women who have entered my life at different moments and mentored me, guided me and helped me through different chapters.
8. How has Mexico influenced your personal or professional life?
Mexico has changed me in every way.
One of the most important things I have learned from living here is watching the importance Mexican culture places on family.
The people are incredibly kind, hardworking, warm and welcoming. Coming from New York, experiencing that completely hit my reset button and made me reconsider what I wanted to prioritize in life.
I live very differently now after being here for so many years and absorbing so much from the culture.
9. What is your favorite event, celebration or tradition in Mexico, and why?
Día de Muertos.
It is such an incredible visual celebration, filled with color while honoring the people in your life who have passed away.
The way Mexican culture celebrates and remembers the dead is incredibly special. I think there is something the rest of the world can learn from it.
10. What is your favorite place in Mexico to disconnect, recharge and feel inspired?
Completely honestly, these days my favorite place to escape and recharge is my own house.
Sometimes, if you are lucky enough to have a place that truly feels like home, you don’t need to leave in order to escape.
I traveled throughout Mexico for years and years, and now I simply love being in my own space and enjoying being home.
Tulum is my home. It’s where I love the most.
11. What advice would you give to someone who wants to live a more inspiring and purpose-driven life?
Close your eyes and ask yourself: Where is your happy place? Where do you feel the most at peace?
If you can visualize that place, go there and make it happen.
Life moves incredibly fast. Figure out what you love, what kind of life you see yourself living and what brings you a sense of calm.
Then go after it.
A Life Built in Tulum
More than 17 years after making the decision to leave New York, Salt remains deeply connected to the place where she chose to build her future.
Tulum has changed enormously during that time, but the qualities that first made Mexico meaningful to her remain at the center of her life: family, creativity, community and the freedom to define success on her own terms.
Her story is also a reminder of what continues to draw people from around the world to this corner of Mexico.
Some come for a few days.
Others find something that makes them stay.
Joanne Elizabeth Salt stayed and built a life that became entirely her own.
Joanne Elizabeth Salt
Founder, Owner & Creative Director, JOSA Tulum
Instagram: @josatulum
Website: josatulum.com
