‘Bohemian soul’ mourned

A Queensland businesswoman who died in a freak horseriding accident has been remembered for her colourful style.

Joanne Bruce, who was killed on Friday when she was thrown from her horse.

A Queensland businesswoman who died in a horseriding ­accident has been remembered for her devotion to her young daughter and for her vibrant and colourful style.

Joanne Bruce, known as JoJo, started with a Eumundi market stall and expanded to four bohemian­-inspired fashion boutiques on the Sunshine Coast, including a flagship store on Noosa’s Hastings Street.

The 50-year-old was riding with a friend on Lake Cooroibah Road near Noosa on Friday afternoon when their horses bolted and threw them off.

Her friend escaped with bruising but Ms Bruce sustained critical injuries and attempts to revive her at the scene failed.

Ms Bruce’s partner, a doctor, as well as her close friend, Maria Feutrill, and another colleague were contacted and arrived soon after the accident.

“We’re really traumatised but we’re so glad we were there for her and with her new partner,” Ms Feutrill said. “We’re so ­thankful to the paramedics and police and the lovely young ­bystander that did CPR on her for a long time. They didn’t give up on her.

“I’m completely bereft and shocked at all of this because she was the most resilient, strong person­ I’ve ever known. She’s a very special, unique soul — a wild, gypsy, bohemian soul.”

Ms Bruce was the mother of a 12-year-old girl, Jem, who was “the most beloved and dear thing in her life”, Ms Feutrill said.

She hadn’t known if she would have time to go on the ride on ­Friday, her friend said, but she ­really wanted to see the animals.

“She’d only recently had those horses in the last few months and she just loved them,” Ms Feutril­l said.

“We know how happy they made her. We wish she hadn’t bought them but we know how much joy they brought her.”

Friends and customers of the JOJO stores brought in tributes­ and flowers at the weekend­ in her memory and to support staff.

“She was very different than probably your normal businesswoman and that was reflected in the way she ran her business,” said Ms Feutrill, who manages the stores.

“It was a vibrant, colourful, soulful collection of women and clothing.

“We call ourselves the JOJO tribe. We’re like a family. We’ve all vowed that we will try and keep our promise and keep the business running for her.”