Fashion Designer Joanne Salt of Josa Tulum

In People, Playa del Carmen & Tulum by Christina Silvestri

In 2009, Joanne Salt left New York’s bustling photography scene for Tulum, Mexico, to start a new life and business venture with her newborn son, Luca.

It was there that Joanne founded Josa Tulum, a fashion brand specializing in versatile, sexy dresses designed to transition from day to evening.

Josa Tulum has since gained significant traction, featuring an ever-changing range of prints, styles and wrinkle-free fabrics, sourced from Mexico City and produced in Playa del Carmen.

Catering to diverse body types with its one-size-fits-all approach, Josa ensures every piece feels custom-made.

The brand is sold in numerous boutique hotels in Tulum, luxury shops across other Mexican cities, and online.

Josa Tulum is currently seeking capital for expansion, with new collections launched biannually.

In the interview below, we learn more about Joanne’s story and about how she has built Josa Tulum from the ground up to be a successful fashion brand.

Name: Joanne Salt: Founder/Designer of Josa Tulum

Instagram: @josatulum


Title: founder/designer

I’m currently listening to: meditation music

If I could have dinner with anyone it would be…  Oprah Winfrey

One thing I cannot travel without: my two boys

I’m inspired by: anything 70’s

If I could change anything in the world, it would be… poverty

The perfect day is… spending the morning with my boys spending the afternoon in my factory designing

My favorite place I’ve visited: Tulum, Mexico, where I visited and ended up living!!

My top 3 bucket list destinations: Bora Bora, Cotswalds, England, Southern Spain

How has Josa Tulum evolved in the last few years?: We have evolved in our choices of fabrics, and designs has become more sophisticated.

What has been the most rewarding experience of creating Josa Tulum?: Making women all over the world feel great about themselves.

What’s next for Josa Tulum?: Fragrance…

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