Team, I’m delighted to share the details of our birthday month, celebrating 15 years since I opened the first Donna Ida boutique in Chelsea.
This is me at the launch party of Donna Ida on 12 October 2006. We had just opened the doors a couple of hours before, Georgia Zaris had been knocking on the door when Lovisa Toll and I were still trying to work out how the till worked and burst in and spent £600 on jeans. She popped my business cherry. From that day onwards it was always the race to the first £1,000 of the day for me, I couldn’t relax till I hit that tone.
The first month, year even ten years of Donna Ida was so head spinning for me. We went from a single stand alone multi brand denim boutique to launching a website then opening 3 more boutiques, and in amongst that in 2012 launching our own denim brand.
Donna shot by photographer Jackie Dixon in our Belgravia store when it was our 5th Birthday here.
That was always the end game, the Donna Ida denim brand. It was right there in my business plan. I wrote it down, I pitched it, I said it would happen. But in truth I had no idea how I would do it. But like anything I managed it by doing it a bit at a time, step but step. I’d get one thing right, and cock another six things up. Then get something else right.
Our first ever Donna Ida collection.
Our second Donna Ida collection.
Fifteen years on a deep understanding of my business, the product and that most precious thing of all, the Donna Ida customer, makes me such a happy and truly grateful woman.
Donna outside the Belgravia store.
Relaunch of the Chelsea shop.
Retail isn’t hard, all it is is bringing a product and the customer together in the most enjoyable way possible for everyone and in order for that to happen I need team Donna Ida. I have met and worked with some of the most wonderful people - mostly women - on my journey and they are now my family and best friends.
Here’s how we’re celebrating our 15th Birthday:
Complimentary Tote Bag
For the whole of October, we’re offering a complimentary cotton shopper worth £45 with every order over £300.
We’re proud to work with Bags Of Ethics on this project @bagsofethics #bagsofethics where 9 out of 10 employees are women, many of whom are the main breadwinners in their families.
Available while stocks last from 1 October.
Donna Ida x Fran Bacon
The Fashion Lift aka Fran Bacon is back on 5 October with the new Kate Jean and Angie Jumpsuit in Briar Rose.
You’ll be able to pre-order from 5 October from here.
Brilliant Breakfast for Women Supporting Women & Prince’s Trust
Join us on 15 October at The Coppa Club.
Find out more here:
Pop Ups
Check out our Pop Up page to see where we’re heading this month here.
New Trish McEvoy Kits
Take a look at our Trish McEvoy kits here.
Donna Ida x Laines London
