Women of Impact | Introducing Jo Elvin
We’re so excited to spotlight our next Woman of Impact: the brilliant Jo Elvin.
From revolutionising women’s magazines at Glamour UK and YOU magazine and now making waves in the charity world too, Jo’s career is a masterclass in bold moves and meaningful impact. Known for her wit, warmth, and unwavering editorial instincts, Jo continues to inspire through every chapter, most recently as CEO of Children with Cancer UK, where she’s using storytelling to drive awareness and change.
In this Q&A, Jo shares what she's learned from a life in media, how she balances empathy with leadership, and why staying curious is the key to lasting success.
1. You’ve had a remarkable journey from launching Glamour to leading YOU magazine, and now stepping into the charity sector. What has been the most surprising lesson across these transitions?
"I think younger me thought that everything had to be achieved, boxes ticked, while you were still young as you wouldn’t be able - or even want to - keep working and learning as you got older. Well, it won’t shock you to know that younger me was very, very wrong about that. And it’s been great, and reassuring, to know that getting older brings new opportunities and experiences as long as you’re open and curious about learning new things."
2. Launching Glamour as a handbag-sized glossy was a game-changer. What inspired that bold move, and how did it reflect your vision for modern women’s media?
"I’d love to take the credit for the handbag size, but I can’t. It was the company’s Conde Nast, and specifically, the head of the Italian branch of the company, where Italian Glamour changed from the traditional size to handbag, and it was a great success. But I think I was the first candidate for the job of launching UK Glamour who was really excited by the idea, rather than at all nervous about it.
Even when advertisers and newsagents told us they were worried it wouldn’t work, I just knew it would. This was before smartphones, remember: This size was such a fresh and modern way to package a magazine aimed at busy young women. And I really think the format set a tone for us as an editorial team - the vibe of the magazine had to be fast-paced, energetic, positive and packed to the rafters with content to see off any criticism that ‘small’ equalled thin on content."
3. With previously being CEO of Children with Cancer UK, you spearheaded a major rebrand and brought in high-profile supporters. What drew you to this cause, and how did your media background influence your approach?
"What drew me to the cause was, honestly, it was presented to me as an opportunity at a time where I felt itchy to try a new challenge, beyond magazines. But what they wanted me to do still called on my skill set, albeit in a different sector.
My magazine background really influenced the approach to how we tell the stories of these wonderful children and their families. What does living with cancer, as a very young person, mean for so many facets of your life, whilst you’re being treated for the disease, and life beyond? I know I learned so much that I had no idea about, and I felt an urgency about making more and more people understand it too."
4. You’ve been celebrated for your wit, inventiveness, and empathy as an editor. How do these qualities translate into your leadership style today?
"That’s very kind, but that’s not for me to say - or agree with! I’ve always tried to be a human being as well as a boss. I try to be fair at all times and clear with decisions and the reasons behind those decisions. You can’t please everyone all the time when you’re the boss, but you can be consistent, and I think that’s really important. I also think it’s important to be confident enough to sometimes show your vulnerabilities. I think it helps other people to relax and not be afraid to speak up with an idea that might not be perfect at first, that sort of thing."
5. Sustainability and ethical practices are core to Aspiga. How do you see the role of media and fashion in promoting these values to a wider audience?
"Consumers are so conscious about it now and want to be led to good choices in fashion. And they’re turning to their favourite, most relied upon sources - be that their favourite magazine or their favourite Instagrammer - to tell them which brands to trust. But consumers are also overwhelmed by messaging and the instances of so-called ‘green washing’ can make it difficult for people to understand what’s truly sustainable fashion and what’s not.
This is why it’s important to keep paying for quality journalism! The trained professionals who make it their business to dig deep for facts. And that’s as true for fashion journalism as it is for any other topic covered in media."
6. From 'The Great British Hairdresser' to your podcast 'Is It Just Me?', you’ve embraced various media platforms. How do you decide which projects to pursue, and what keeps you creatively fulfilled?
"I think when it comes to creative works, I honestly just go with what excites me, it’s a gut feeling. If I start thinking about an idea - be it a podcast, or a magazine article, or whatever - and it immediately starts snowballing wherein I can see tons of different conversation points and more ideas that it will generate, then I think, ‘Yeah, I think this is a good idea’. Similarly, any talking point that you suddenly see has a whole group of people around a dinner table or at the pub really animated, is something that you can bet will interest a lot of other people outside of that small circle."
7. Looking back, what advice would you give to your younger self starting out in the fast-paced world of publishing?
"It’s the advice I still give younger people today: Don’t get obsessed with where you are on the career ladder compared to everyone else. Younger me would take someone else’s promotion as a personal insult, rather than just focusing on what I needed to do to be my best and keep developing as a journalist. There’s no point setting arbitrary rules or deadlines for yourself about where you ‘should’ be by now. Just focus on doing great work and keeping an eye open for your next opportunity, rather than worrying about what others have going on."
8. Who are the women who have inspired you throughout your career, and what impact have they had on your journey?
"So many, I’m scared I’m going to insult someone by leaving them out. My first major inspiration was a woman called Lisa Wilkinson who is a very famous media personality in Australia. When I was a teenager she was a hero of mine, as she was the secretary from the same part of Sydney as me, who climbed the ranks and became the editor of my favourite magazine, Dolly. When I actually got a job on Dolly, she was the editor in chief and something of a mentor.
These days I am proud to say she is a very close friend and still inspires me so much. She showed me that the magazine career I wanted was possible if you’re prepared to be determined and work hard. In Britain, I always credit the great Kath Brown - who was the editor in chief of Sugar when we launched - with shaping the magazine editor I would become. She taught me how to stand up for myself and be assertive but still garner respect from a team. She’s had an incredible career, including working on Elle magazine and launching Red magazine to name just a couple of incredible things she’s done."
Make sure to go and follow us @Aspigalondon and @Jo_elvin on Instagram and stay tuned for more Women of Impact.
