Zoom Dive Recordings | Carefully curated: how to run a retail business

Clothes on a rail

Do you dream of opening your own boutique store, packed full of carefully thought-out pieces that you truly love? If so, this Zoom Dive recording with Jo Johnson, founder of Form SE15, is perfect for you.

Jo took her love of fashion to new heights when she opened Form SE15 back in 2018 on Peckham’s most sensational street, Bellenden Road. The store sells a range of clothing, footwear and lifestyle products that reflect the relaxed, individual style of Jo’s customers.

In this hour-long session, we chat with Jo about what it’s taken to build Form SE15 into the creative business that it is today. You’ll get insights into business plans, profit margins, how Jo chooses her brands and what it’s like running a retail business in Peckham.



Zoom Dives are thought-provoking, stimulating discussions between our founder, Carolyn Dailey, and hand-picked business experts in the creative industry. Each session contains views and takeaways to help you succeed in your creative business. Fancy catching our next Zoom Dive in real-time? Check out our Events calendar and sign up for free.