While we all understand the importance of a really great pair of jeans, we often tend to make do with unflattering fits and ‘not quite right’ cuts. But when Donna Ida Thornton struggled to find the perfect pair she decided to take matters into her own hands. Armed with an idea, gut determination and a passion for her product, Thornton carved her mark on the industry, opening her very own denim boutique.

To find out more about her inspirational fashion venture, we sat down with the woman herself to talk USPs, top tips, and what it takes to become a successful entrepreneur…

We’d love to hear more about how the Donna Ida brand became a reality. Could you tell us the story of how it all started? 

Donna Ida started life as a multi brand denim destination retail concept.  By serving customers day in day out we soon came to see there was a gap in the market for a high waisted jeans brand, and in 2012 the Donna Ida brand was finally born. We focus on denim and fit with a core collection and fashion pieces introduced each season. We do amazing denim jumpsuits – I live in them!

Who is the Donna Ida customer?

She’s well dressed, loves to be comfortable yet chic, is always stylish and very current. Primarily our customer is 30-60 but we also have a much younger and much older fan base. For me, everyone is a customer and to see someone happy in our jeans is everything to me.

Why is denim such a wardrobe staple? And what pair of jeans should every woman own? 

If I am not wearing jeans I just don’t feel right. In jeans you always look cool, modern, and they can take you anywhere. They are the easiest day to evening item in anyone’s wardrobe. They’re hard wearing, abrasions and holes often improve their appearance and you can wear them for weeks before you have to wash them. For a petite person like me, I love our Rizzo, Vera and Kitty Kat.  Taller girls love our Jeanie and Ivy shapes. And my new hot favourite is the Minnie!

You’ve been hailed as a ‘Jeans Genius’ by the press! What top tips could you offer BrandAlley customers on finding the perfect denim? 

• When shopping for jeans online look at the fabrication, if you have a bigger bum for example, look for stretch.
• Ask yourself, are you long or short in the torso? If you are particularly long, high waisted jeans will make your legs look longer. If you have long legs, look for extra length or a cigarette leg which always looks great on taller girls.
• When trying them on, don’t panic when they stop mid thigh. Take a deep breath, wriggle, you might even have to ease your bum cheeks into them (completely normal). Kick your legs out and do a couple of little jumps to get in.
• Once they are closed check if there is a gap at the back of the waistband – ideally you don’t want one. If you still have one and the jeans are tight elsewhere then a) this isn’t the fit for you or b) you need more stretch.
• If you are looking for a boyfriend style, these should be looser. Some people wear boyfriend jeans looser, others like to wear them like a relaxed skinny. Both ways are right, just put them on, try them with a few belts even, and ask yourself if you like the look. My favourite boyfriend jeans I have in two sizes, one for a slimmer fit and the other for a super slouchy fit.

How do you feel Donna Ida sets itself apart from other denim retailers? What’s your USP?

We have always been friendly and it makes me happy when people say that – it sounds crazy and why should a retailer not be super friendly – but because people comment on it so much it has always made me think that most people have had a bad retail experience. Especially with jeans, everyone needs to feel safe, comfortable, and in good non-judgemental hands.  They are just jeans!

As a successful entrepreneur, what advice would you give to budding fashionistas looking to break into the industry? 

Don’t look behind you or side to side, just look ahead.  People love telling you why you will fail.  If you believe in it enough, just keep going.

And finally, what does the next chapter hold for Donna Ida? 

We are concentrating more and more on the evolution of our denim line, adding new styles and fabrications. We are also concentrating on pop ups and collaborations this year.  I love popping up as it’s a great way to meet and reach people!

Shop our Donna Ida sale with an amazing up to 80% off now!

Words: Jenna Jones