In conversation with Donna Ida

Can you tell us the story of how Donna Ida began and what inspired you to create a denim collection?

 DONNA IDA was born of one woman's mission to find a pair of jeans that fit, coupled with great customer service. There was a sea of denim out there when I began in 2006, but the service was poor. Women need guidance and service as WELL as great jeans. But on top of that we so also make the best jeans on the planet, hands down.

What is your approach when it comes to helping women find the perfect pair of jeans?

The first thing I ask is their height and body shape, but most importantly where the length is. Legs? Body? That is the key to finding a great fit. 

How has the Donna Ida brand evolved since its launch, and what have been some of the most significant milestones along the way?

When we first launched in 2006 we were multi brand retail, but from the minute we opened women were asking us for high waisted options and there just wasn't anything out there, and certainly nothing cool and super stylish. We launched our own brand in 2012 and wow, that was hard and the steepest learning curve. Since then it has been milestone after milestone, with the most important difference in the business being that I have gradually got myself closer and closer to the customer and the product. A tight team, and with me right in the thick of it. That is what makes it great. Every customer gets ME. 

When did your passion for fashion begin, and what drew you specifically to the world of denim?

I have always loved fashion, I would dress up in my mum's clothes and use her makeup the second I could walk. I love beautiful women, beautiful things. Inspirational spaces. An incredible shape. I look for the beauty in everything. And jeans? Well they are the coolest thing ever. Modern, versatile, wearable. So so cool. 

What values have guided your business throughout your career, and how do they influence the way you work today?

I like to work alongside a team, I don't like heirarchy. The word boss is so cringe to me. But equally if you aren't doing your job I will know about it and I have no room for passengers. I expect everyone to work hard, do their job, and not have to be managed. I only work with grownups. 

How do you decide which brands, designers or collections to champion through Donna Ida?

It has to feel right and smell right to me. I can tell if a brand is made with love just by glancing at the product. I am attracted to brands with a soul and a story and the quality has to be second to none. I love quality and things that last. 

What are the three wardrobe essentials you believe every woman should own, and why?

Jeans, t-shirts, and belts. If you gave me 5 I would say one good handbag and a field jacket. I like to wear the same thing a lot, good quality basics and for me it is always DONNA IDA. Add a great belt and the wardrobe is instantly elevated. People tend not to invest in belts as they are expensive but they are a key item that shouldn't be overlooked in my opinion.

Over the years you've dressed many high-profile women. Is there a particular client, celebrity or memorable fitting experience that stands out?

Queen Rania of Jordan will forever stay in my mind as the most elegant customer I have ever served. She would happily wait her turn for me to help her, and be grateful when I could turn my attention to her. She would always say thank you for my time and when I got married she sent me an email saying that she was so happy to see me return from our honeymoon and that marriage suited me so well. What a beautiful example of a leader.

What do you think women are looking for from fashion and retail experiences today, and how has that changed since you first launched?

I think women are looking for assistance, guidance, support, service. That hasn't changed at all but what has changed is it is harder to find. Having said that, I feel that people are craving human connection more and more so we will see a return to stores and events and the service will need to be there.

Are there any exciting projects, collaborations or new launches that you're particularly looking forward to sharing in the coming months?

It is our 20 year anniversary this year in October and I am working hard on our events for September and October. I want to see as many people as possible this year, for me the business is all about the customer and delivering an excellent product to them and I want to put it into their hands directly, myself. I get so much satisfaction from seeing and chatting to our customers. There will be lots of new styles and events but I like to keep some things as a surprise! 

Fragrance has a remarkable ability to evoke memories and emotions. Is there a particular scent that instantly transports you to a special place, moment or person in your life?

I love sandalwood, it always takes me back to when I first discovered it through a fragrance that Sheisedo created in the 90s. Warm and woody always makes me feel elevated.