Eloise DeJoria is the real deal: a woman who’s genuine of heart, quick to laugh and perceptive about the needs of others. Munching on an all green, raw vegetable wrap, Eloise is reminded of a trip to a New York City restaurant. “We went to Jean-Georges. Every bite of food is a burst of flavor, but it lingers…” Eloise begins to laugh. “You say, I thought I was finished with that bite!”
On the same New York trip, Eloise was part of ConnectHer.org’s Girls Impact the World Film Festival. “Girls from all over the world made short films about something that’s dear to them. One girl did a film about how she was sexually abused. In the film she tells girls, ‘If someone tells you they love you, when they’re taking off your clothes, it doesn’t mean that’s true.’ We encourage the girls to go back to their countries and talk about their message. I love Girls Impact the World because they’re educating their peers with their voice. If I was given a voice when I was a young girl, my life would have been totally different.”
“I HAVE REALLY GOOD RADAR FOR PEOPLE WHO ARE UNBALANCED. I TRY TO HELP THEM IF I CAN, BUT THEN I BACK OFF WITH LOVE. I PROTECT MYSELF. THAT WAS A BIG DEAL FOR ME TO DO THAT.”
When Eloise talks about a different life, she’s referring to growing up with a mother who didn’t talk. “My mother had electric shock therapy in the 50s, so she didn’t connect like you and I. I kind of had to raise myself. I had to learn to speak because, literally, I wasn’t spoken to. When I began reading for plays and parts, I had to learn to put inflections in. Mother didn’t mean not to be there. Now, she’s totally turned around, so I’ve had her to talk to for nearly a decade.”
It’s hard to envision Eloise DeJoria with any other life. Together with husband, John Paul DeJoria, owner of Paul Mitchell Hair care products, Patron Tequila and a sometime member of Shark Tank, they travel the world, taking care of business and supporting the many charities they’re passionate about. Eloise echoes John Paul’s philanthropic philosophy: “Success unshared is failure.”
Together with her son, Justin Harvey, and recovery expert Jim Walker, Eloise started The Arbor Recovery Center in Georgetown, Texas, that Justin now runs. The 90-day equine-assisted, substance abuse therapy integrates spiritually-based 12-Step principles. “We have an 88% success rate. I feel so good about that,” said Eloise.
Family is important. Her oldest son, Michael, lives nearby and works in the family business, John Paul Pet. “I’m so tied into my kids. I’m kind of old-fashioned that way. Between us, we have six children and 14 grandkids. It’s hard for me to think about going off to do my own thing, but balance is the key for me.”
“My youngest is 17, so I’m starting a legging line and going to do a documentary on anti-anxiety drugs and suicide from the perspective of pharma and how they educate the medical field.”
Surrounded by blooming orchids and beautiful art, the DeJoria household can go from a quiet, hidden retreat in the hills above Austin, to entertaining large groups, then back to a place where John Paul takes business meetings.
“When we first dated, 23 years ago, the phone rang so much, I was in tears by 9pm. When we’re here in Texas, John Paul does his business from the house, so I like that. I have him here.”
