Behind The Brand

Hey! I’m Jo, the proud founder of IDOLWILDE, based in Auckland, NZ.

What started as a side hustle to step out of my comfort zone has now become my passion. I do this for my five amazing kids — my world, my inspiration. They push me to create, innovate, and give back to my community, just like I grew up in South Auckland, where my roots run deep.

Every piece I sell is designed to be affordable, durable, and versatile because I believe everyone deserves to feel confident and stylish, no matter where they come from.

This is me, real and unapologetically myself, embracing every part of my journey and culture.