Joanna, your journey into aesthetics was deeply personal. Can you share what motivated you to enter this industry after your divorce?

Yes I was left with nothing after my husband did a fly by night over a weekend  in September 2018 . He cleaned me out completely not  just from material things but from my security. I had trusted him after knowing him for 30 years and he took the wool from under my feet, I had a child from a previous relationship and a house to try and keep together and forge ahead like everything was normal! I had to earn money fast and I had always wanted to do aesthetics so I thought well it’s now or never!

You mentioned selling your jewelry to fund your training. How did that decision shape your mindset about investing in yourself and your future?

 I looked at it, that I had had a wonderful life from my modelling days in my youth , and I was very grateful and blessed that  I had managed to accumulate some wonderful jewellery from the shoots I had done so I had a bit of a nest egg and in this day and age you can’t wear nice jewellery anymore for fear of getting robbed so I figured it was time to let the past  go and do something new , and aesthetics is a booming business and I thought despite being peri menopausal too that it really was now or never. Sink or swim and the latter was the only option.

Your near-death experience from liposuction in Paris was life-changing. Can you walk us through what happened and how it influenced your approach to aesthetics?

In 2013 I went to Paris after a friend had a successful tummy tuck. She had done her research and I figured if it worked for her it would work for me! I wanted my modelling body back as I’d always been a size 8 !  I went for a consultation in Paris and it was agreed I’d go under the knife for  all over body liposuction on my legs my arms my buttocks my tummy and my back and flanks and ankles etc anywhere he could suck if from I told him to take it, all in the line of vanity!  After the  operation I was ready to go home, my friend had come to pick me up but as I got to the door of the clinic,  I collapsed. The next thing I remember is coming in an ambulance and saying what’s going on, this isn’t the Gare du nord! I was taken into hospital as I was told a boil had gone on the move in my  abdomen! We take antibiotics in the uk for that and off you go! Not in Paris, what ensued was 3 weeks of intensive care, induced coma, supposed bowel reparation and just the will to survive the horror of what I had done and what I was going through was horrendous. I fought  like crazy to survive and come  home to my Son. The very  day he came out to see me with my mother about 2 weeks into the nightmare, will haunt me for  life. I cannot begin to understand in his little head at the time the trauma of  seeing his mother looking dead in an induced coma on a bed in an alien  hospital in a foreign country!  I had acted so selfishly and foolishly, and for what?  to get my body back on a quick fix! There is no such thing but we live in a world where we want everything yesterday! I’m lucky to be alive and I’m thankful daily that I’m still here. There is no quick fix, and after my divorce, including aesthetics, I wanted to make a non-surgical body contouring my specialty to help prevent another woman or man from doing what I did! Now I’m an award winning advanced  aesthetician and non surgical body contouring specialist. I shatter fat daily and it’s very rewarding to help people get back to them.

Starting your own clinic must have been daunting. What challenges did you face when launching in Sevenoaks, and how did you overcome them?

It was a very scary moment and I started out mobile, that soon changed as it wasn’t practical in the end, I needed a base, plus I couldn’t keep  carrying my kit and Lipofirm pro machine to everyone’s house, it was shattering, also i didn’t know if I’d be any good in the beginning or if anyone would want my services at all, so it was a big push to get the word ought so I took full advantage of social media and slowly but surely customers  came and stayed, which was great. It’s always scary starting something new but a challenge is always welcome and I’m a  survivor so I had to make it work.

Expanding to Belgravia in 2023 is a huge achievement. What do you think contributed most to your success?

The drive to help as many women and men get back to them. I love what I do from non surgical body contouring to aesthetics where I firmly believe less is more. The days of the trout pout and false looking fillers are over in my book plus if I can prevent someone from doing what I did then I’ve achieved a miracle and my results speak for themselves.

Many practitioners in aesthetics have different philosophies. What makes your “less is more” approach unique, and why do you think clients appreciate it?

The less is more technique is by far the best approach as you can always add but understanding your clients expectations and wants and adapting the treatments where there is less trauma also helps, I guess I’m a strategic practitioner, I look, assess and inject accordingly and  most of my ladies appreciate how gentle I am there is no brutal injecting on my couch

The pandemic hit the beauty and aesthetics industry hard. How did you pivot your business to keep cash flow going during that time?

Back in 2018 I stumbled across a post on Facebook from this lady who had developed a fat dissolve gel and although there are so many claiming to work and not delivering, this one was different, and it turned out to really work too, I use her gels in my clinic daily with or without my machines and they are fabulous, so as i was looking at machines at the same time I had a lightbulb moment so got in touch with her and became an advanced practitioner and distributor for Kent, london and Barbados. During the pandemic it was good for me as I sold home fat dissolve kits for 3 or 5 days posting up my results and as no one could go out to the gym it was a win win it kept the money coming in nicely.

You work with top plastic surgeons on post-surgical care. Can you explain why maintenance is so crucial after cosmetic surgery?

It’s like anything in  life you have to maintain it. Most people think they don’t have to do anything but if you high or lowlight your hair you need your maintenance  as your roots can come back, your nails need repainting if you chip  them and your body needs to stave off more fat accumulation. Everything needs maintenance and consistency.

A lot of people chase “quick fixes” in aesthetics. How do you educate clients on realistic expectations and safe procedures?

I’m always honest . I listen to what  they want and then I guide them. I also turn people away, as some you just instinctively know you’ll never get the results they think they want which they most definitely don’t need in the beginning. I like to call them subtle tweaks. You just want someone to look at you and say ‘wow you  look great but they have no clue as to what  you’ve done. That’s the art of aesthetics.

Beyond aesthetics, you’ve helped cancer patients regain mobility after mastectomy surgery. Can you share a particularly meaningful case?

Yes I can, one of my best friends Charlotte went through the most traumatising cancer diagnosis and treatment ever and had to have her Breast removed and in the healing process as you can imagine, your body has to knit back  and scar tissue will form and it happened to knit back and cause Charlotte discomfort and pain as she couldn’t lift her arm up properly, she’d asked her surgeon and she was told it meant more  surgery but that wasn’t true she didn’t need more surgery!  so one day i looked at her and said get in the clinic im wrapping you with a thermogenic gel and I did and I left her to cook on the couch   ( only joking no cooking involved) for  a 30 minute treatment. We took the wrap off and instantly she could lift her arm. As the days progressed it got  better  and better, we did two more wraps a week apart and now she’s very mobile with her arms

You work with people dealing with conditions like lymphoedema and lipomas. How do these treatments change lives beyond just aesthetics?

 They change lives drastically with mobility and  freedom from walking frames in severe cases and with lipomas on legs ladies are overjoyed when they can get their legs out again on holiday without feeling self conscious  and I’ve had lots of clients through my clinic doors who have said the same thing that doctors  haven’t known how  to treat these conditions simply and effectively. There’s nothing on the nhs available like this and it should be !! The thermogenic gels I mentioned are designed specifically for the breakdown of scar tissue and fibrous tissue and to target lipomas is a breeze same for  lymphoedema. A  healthy lymphatic system minus the blockages that can contribute to these conditions is a massive health  boost indeed. It all starts with a healthy gut too. There’s lots of little things you can do daily to eliminate such things. Totally appreciate these conditions could be attributed to other health issues or operations And  you should always consult with your GP first, but we have the nous to address most symptoms. Most notable was the late Linda Nolan the most remarkable  lady living with cancer daily, she  had had surgery on her lymph nodes and had lymphedema, her  left arm was swelling and getting bigger and she never put her left arm in photos. I travelled up to Chester to wrap her with a thermogenic wrap to shrink her arm. It worked and  we  shred over 8 cms from her arm and  it gave  her back her confidence.

Your son, Josh Birch Jones, is making waves in the fashion industry. How do you balance supporting his career while running a thriving business of your own? 

I have to diary and be super organised lol but I always find time to help him as he’s super dedicated to his craft and I’d always find way no matter what! Great idea! Here are two additional personal questions to bring out more of Joanna’s character and journey.

Looking back on your journey, from facing personal struggles to building a thriving business—what are you most proud of? 

Firstly I’m most proud of my Son. God blessed me with the most amazing child. He changed my life for the better and all I do I do for him and secondly I’m proud that  I didn’t quit. That would’ve been too easy. We all go through bad times for whatever reason but it’s your mindset that pulls you through. Sheer brute force determination is what I’m proud of.

What’s next for you? Are there any new treatments, business expansions, or personal goals you’re excited about?

Yes there are a few new reveals this year with new treatments, and we are realising alot of dreams, we are going to see the launch of my skincare range and expansion with my wellness and longevity clinics into other territories such as Saudi Arabia, and Monaco. I’m launching a ‘Refresh’ campaign too with a top cosmetic surgeon, a doctor and myself to teach tips and tricks in aesthetics which is very exciting and a slow burning project linked to children’s healthy eating is going to get its wings too so lots to be excited about this year.