The idea for JOMO started in 2020 while I was deployed to Afghanistan.
During that deployment, I found myself thinking differently about what deserved a place in my life and what didn’t. Being away from home gave me space to reflect on what truly mattered, what I was holding onto out of habit, and what I could let go of.
Somewhere along the way, I realized that not everything deserves my time, attention, or energy.
That idea stayed with me long after I came home.
The name JOMO is a play on my own name, Johanna Mosby, but it also represents something bigger: the Joy of Missing Out.
Not because you’re disconnected from life, but because you’re intentional about where you invest your time, who you give your energy to, and what you choose to carry with you.
The pause symbol found throughout the brand reflects that same mindset. It’s a reminder to slow down, be present, and be intentional about where your time and energy go.
JOMO is about protecting your peace, setting boundaries, and making space for what matters most. It’s understanding that not every invitation, opportunity, or distraction deserves your yes.
JOMO is proudly Black-owned, woman-owned, queer-owned, and veteran-owned. Those experiences have shaped who I am, how I move through the world, and the values behind this brand.
Every piece is designed with intention and rooted in a simple belief:
Not everything deserves your time.
Johanna Mosby
Founder, JOMO by JM
