Jenny, the founder and creative director of Bohemia, is a natural born entrepreneur. She has spent the past 40 years running her own businesses, all centred around the arts and crafts. An abiding believer in social justice, Jenny insists on the potential for business to be a force for good.

Bohemia was founded with a mission to elevate the status of traditional handicraft. She works closely alongside her artisan partners to modernise designs, improve on quality and deliver with consistency. Traditional crafts are, by their very nature, sustainable enterprises, utilising locally sourced materials and avoiding waste. The process is one of slow considered production, making allowance for the needs of family and important cultural and religious events.

It was a fleeting and somewhat anarchic trip to Morocco in the early 1980’s, that for Jenny, sowed the seeds of a lifelong love affair with the country and it’s people. Since then she has travelled the length and breadth of Morocco, deeply immersing herself in the landscape and culture of this part of North Africa. 

A passion to share her knowledge and bring the same ethical values to the tourist sector, led Jenny to develop a successful travel business in the years prior to the pandemic. Co-founded in partnership with experienced Moroccan guides and drivers, the tours were developed to give travellers an insight into the real Morocco. Taking their guests off the beaten track and into the villages of the rural south, these trips embraced life in small communities, sharing food and taking part in daily activities including visits to the local souk, basket weaving, rug making, pottery, cooking classes and henna art.

Jenny’s philosophy has always been to take the road less travelled. A chance encounter with a desert nomad, a night in an ancient earth built kasbah, star gazing the velvet night sky, these are the treasures that are truly life-enhancing and speak most deeply to our soul.