INSIDERS

Jemima Jones’ Sweet Success

The European darling starts a chic catering company.


Photographer: Angelo Pennetta Stylist: Gianluca Longo

Working in fashion—as a model and, later, as a producer and assistant editor—Jemima Jones had one major complaint: “You’d go on a big-budget shoot and the food was never great!” So two and a half years ago, she started a catering company, Tart London, with her friend Lucy Carr-Ellison. They drive their pop-up kitchen to fashion shoots with photographers like Tim Walker, Mert Alas and Marcus Piggott, and David Sims. Their emphasis on stunning presentation and quality ingredients—think farmers market salads with edible flowers—has also curried favor with celebrity fans including Kate Moss, Penélope Cruz, and Kate Winslet. Jones and Carr-Ellison are currently working on a cookbook, a pop-up restaurant, and, they hope, a permanent eatery. This, despite Jones’s lack of formal culinary training. “Food was just always on my brain,” says the 26-year-old, who was born in Toronto and raised in London. It’s a quality her husband, the financier Ben Goldsmith, appreciates—even as he often finds himself on dish duty at home. “I just sit back, and he cleans the whole kitchen,” Jones says. “It’s wonderful.”

Je Ne Sais Quoi

Jemima Jones “Food was just always on my brain.”

Jemima Jones, at her family’s home in London, wears a Lanvin dress; her own jewelry.

Photographer: Angelo Pennetta Stylist: Gianluca Longo

Fran Hickman “I know the direction I’m going in: The Italian architect Carlo Mollino had a beautiful apartment in Turin, which I’m quite inspired by. But I’m at the bottom of the priorities list, really.”

Fran Hickman, at the Moda Operandi office she designed, in London, wears a Dior dress and (left hand) rings; (right hand) her own ring.

Photographer: Angelo Pennetta Stylist: Gianluca Longo

Scilla Ruffo di Calabria “I am not a very formal person.”

Scilla Ruffo di Calabria, at her family’s home in Milan, wears a Roberto Cavalli jumpsuit; Fendi boots; her own jewelry.

Photographer: Angelo Pennetta Stylist: Gianluca Longo

Madina Visconti di Modrone “It was very stimulating to grow up in this world.”

Madina Visconti di Modrone, in the courtyard of her atelier in Milan, wears a Sportmax sweater and skirt; Madina Visconti di Modrone earrings, ring, and bracelet for Yoox.com.

Photographer: Angelo Pennetta Stylist: Gianluca Longo

Zita d’Hauteville “I have maybe two or three balls a year. We really like them; you can meet people, and you’re partying in beautiful places.”

Zita d’Hauteville, at her mother’s house in Brussels, wears an Emporio Armani dress; Aquazzura flats; her own jewelry.

Photographer: Angelo Pennetta Stylist: Gianluca Longo

Mafalda Muñoz “I learn from the place where I’m working and the people I’m working for.”

Mafalda Muñoz, at her family’s country house in Pedraza, Spain, wears a Dsquared2 trenchcoat; Christian Louboutin flats, her own earring.

Photographer: Angelo Pennetta Stylist: Gianluca Longo

Clotilde de Kersauson “At the time, I thought it was a drag. But now, looking back, it was quite a lot of fun.”

Clotilde de Kersauson, at her family’s home in Paris, wears an Alberta Ferretti dress; Elie Top necklace.

Photographer: Angelo Pennetta Stylist: Gianluca Longo

Cósima Ramírez “If I’m going to inherit this company, I’m going to make it as profitable and established as possible. I want to bring freshness to the brand.”

Cósima Ramírez, at home in Madrid, wears a Valentino dress; Agatha Ruiz de la Prada shoes.

Photographer: Angelo Pennetta Stylist: Gianluca Longo
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Hair by Luke Hersheson at Art + Commerce; makeup by Gemma Smith-Edhouse at LGA Management. Photography assistants: Jack Day, Rob Willey. Fashion assistants: Wojtek Warzecha.