This month, Jet&Bo turns ten years old.
Reaching this milestone is something I'm incredibly proud of. Looking back, what surprises me most isn't how long ago it feels, but how much has happened since I manufactured my first product and wondered whether anyone would actually buy it.
When I started Jet&Bo, I wanted to create products that made travel more enjoyable. I believed that the journey should be every bit as enjoyable as the destination, and that thoughtful travel accessories could transform the experience of getting there.
Ten years later, that belief hasn't changed. What has changed is everything that has happened along the way.
Over the past decade, Jet&Bo has allowed me to build a business around many of the things I love most. It has given me the flexibility to travel extensively and explore some incredible places around the world. Many of those experiences have inspired products, ideas, and stories that eventually found their way back into the business.
If there's one place that perfectly captures the Jet&Bo aesthetic, it's the TWA Hotel in New York.
Having the opportunity to stay there and shoot a Jet&Bo campaign remains one of my favorite memories from the past decade. The hotel embodies everything I love about travel - the glamour, optimism, and sense of adventure of the golden age of flying and has long been a source of inspiration for the brand.
Jet&Bo also fueled what can only be described as an increasingly obsessive relationship with cashmere.
When I introduced our first cashmere products, I appreciated the material for its softness and warmth. Today, I wear cashmere almost every day. The more I've learned about the fiber, the more I've come to appreciate just how versatile it is. What started as a product category became a genuine passion and remains one of my favorite parts of the business.
Running Jet&Bo has been a continuous learning experience, which is something I've truly enjoyed.
Over the last ten years, I've become reasonably competent at everything from product development and sourcing to photography, inventory management, logistics, website design, email marketing, SEO, accounting, copywriting, and more.
Along the way, I've also been fortunate to develop relationships with incredible suppliers and partners. Many of them have been with Jet&Bo for years, and I've come to rely on their expertise, honesty, and support.
During the early months of the pandemic, when face masks were difficult to find in the United States and prices had skyrocketed, one of my suppliers in Inner Mongolia included a package of masks for the Jet&Bo team with an inventory shipment. It was a thoughtful gesture that I never forgot and one example of the supportive relationships that have helped sustain Jet&Bo over the years.
Like many travel-related businesses, Jet&Bo faced significant uncertainty during the pandemic.
When travel around the world slowed dramatically, so did demand for many of our products. It was a difficult period that required patience, creativity, and resilience. Looking back, surviving those years feels like one of the accomplishments I'm most proud of. The experience reinforced the importance of adaptability and reminded me never to take growth for granted.
As travel returned, so did new opportunities.
I've had the privilege of seeing Jet&Bo products chosen by large corporate teams, gifted at weddings and special celebrations, and become part of countless personal journeys around the world.
Last year brought another exciting milestone with the launch of Jet&Bo BABY.
The new collection allowed me to combine my love of luxurious natural fibers with meaningful gifting for life's earliest journeys. Launching Jet&Bo BABY has been one of the highlights of the past decade, and I'm excited to see where it goes next.
One of the most rewarding parts of building Jet&Bo has been hearing from customers over the years.
I've received thoughtful emails, kind reviews, and messages from customers, and there's something particularly satisfying about seeing a familiar name come through with a new order.
One review from nearly nine years ago has stayed with me ever since. It wasn't about the product. The customer simply wrote, "Clearly a lot of care went into packaging this item." That comment meant a great deal because it reflected the care and attention that goes into every order, from the product itself to the experience of receiving it.
Ten years ago, I hoped to build products that would make travel more enjoyable. What I didn't realize was how much the journey of building Jet&Bo would shape my own life.
I’m grateful for every customer, every review, every recommendation to a friend, every supplier relationship, and every opportunity to create something new.
Ten years. Thousands of journeys.
And the adventure continues.
Angela
Founder, Jet&Bo
