In 2009, Joanne Salt left the hectic New York photography industry and headed to Tulum, Mexico, to start a new chapter with her newborn son, Luca. There, she launched Josa Tulum, a collection of contemporary, sexy dresses from the beach and beyond. The dresses were an instant hit, and the store on the Tulum beach road came next in 2009, designed by Joanne.

The brand has a constantly evolving assortment, as Jo likes to test new prints and styles using various fabrics. We source our materials from Mexico City, and our atelier and factory are in nearby Playa del Carmen.

The entire concept, designed to wear from day into evening, consists of several types of dresses, fabrics without wrinkles, and one size only, with the perfect shape that tries to be adaptable for any body type. Every piece is made to order so that you feel as if it were custom-made for you. Each style is available in a variety of prints and colors that constantly change.