Donna Ida Thornton
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Jean Queen Donna Ida Thornton is the curator of the modern wardrobe with four eponymous boutiques, an online store and lifestyle brand IDA; a collection of high-waisted denim and luxurious separates.

Born and raised in Sydney, Australia, Donna Ida Thornton moved to the UK in 1999 for a career in marketing when she spotted a gap in the market. While out shopping one day Donna realised she couldn’t find anywhere to buy jeans that she felt truly comfortable in. Department stores had a great selection but she couldn't get the service she needed. So when a friend suggested that Donna should open a boutique that just sold jeans, she did exactly that.

Donna opened the doors to the first Donna Ida boutique on Draycott Avenue in the fashionable Chelsea area in October 2006. Three more boutiques quickly followed, Westfield London in The Village in 2008, Elizabeth Street in Belgravia in 2010 and Guildford on Swan Lane in 2011. The boutiques stock a roll call of the latest and most sought after denim brands in sizes 23-34 forming the basis of every wardrobe from J Brand, IDA, FRAME Denim, Goldsign, James Jeans, Mother Denim and Current/Elliott. Donna Ida completes the modern wardrobe with a selection of tops from Equipment, Carven, Mother of Pearl, Emma Cook, Markus Lupfer, Leon & Harper, Tucker, Wildfox, Elizabeth and James, Simeon Farrar and Boy by Band of Outsiders. Finish off the Donna Ida look with handbags from Sophie Hulme, Sheriff and Cherry sunglasses, Vita Fede jewellery, shoes from Penelope Chilvers, scarves from Becksonderguaard and VPL free thongs from New York lingerie brand Hanky Panky.

In April 2013, Donna Ida’s flagship Chelsea boutique was refurbished and features a brand new shop front, sweeping denim bar and revamped new changing rooms. Donna Ida boutiques are designed with the customer in mind and all feature the famous ‘Denim Clinic’. At the Denim Clinic, customers can book a one-to-one appointment with a style advisor so they can find the perfect jeans. The directional concept boutique has a bespoke interior that includes distinctive features such as a full-length, three-way mirror for the customer to admire their jeans from every angle.

In 2008, Donna launched to mirror the in-store experience. In September 2013 the website will be re-launched with improved functionality and user journey, introducing new features including fully integrated social media links, quick view availability, scrolling home page, Live Chat and comprehensive Denim Clinic with Designer Encyclopaedia and Denim Dictionary. Donna has over 7,500 followers on Twitter Donna Ida (@donnaida) on Twitter which she entertains with her daily news and insights into her working life.

Donna launched her own brand IDA in 2012, an entirely new concept in denim which is dedicated to celebrating the ‘iconic woman’ silhouette with a collection of true-waisted and tailored jeans with classic co-ordinates to complement them. Drawing inspiration from quintessential British elegance and sophistication, Donna Ida Thornton has introduced a collection of styles with a contemporary aesthetic and attitude to denim. IDA is a label with an achingly cool take on the way a modern woman dresses; a little bit lady, a little bit rock ‘n’ roll and a lot of chic.

Donna Ida Thornton explains; ‘I'm inspired by women past and present who all know what a waist is. I look to the likes of Marilyn Monroe, Bridget Bardot, Katherine Hepburn, Marianne Faithful, Anita Pallenberg and Kate Moss. I found that more and more of my customers were looking for a high-waisted jean that gives shape and holds you in. One person in particular Jeanie would always ask me for high-waist jeans and I felt I was letting her down. It soon became clear that there was a gap in the market for a denim brand dedicated to true-waisted jeans, and so IDA was born.’

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Entries by Donna Ida Thornton

What My Mother Told Me

(0) Comments | Posted 12 March 2014 | (12:58)

Mother's Day is soon approaching and with International Women's Day last Saturday, suddenly everything seems to be about women, and Mums, and how much we really do learn from them. The people I look to for inspiration are all women, every single one of them. Successful women in business are...

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Top Denim and Jeans Trends for SS14 - Ripped Jeans

(0) Comments | Posted 30 December 2013 | (08:21)

If you're the scruffy type the good news is you are totally on trend without having to do anything. If you're not and you want to start getting your SS14 look ready then you HAVE to have a pair of ripped jeans. Ripped jeans by J Brand or Mother Denim...

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Top 10 Sale Picks for AW13

(0) Comments | Posted 23 December 2013 | (13:07)

It's here! Yes, my favourite time of year second only to the new season coming in - SALE. This Christmas has seen confirmation of what we could all see happening bit by bit - the very sensible practice adopted by our retail cousins in the USA of going into sale...

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10 Must Have Jeans

(0) Comments | Posted 8 November 2013 | (13:20)

I often get asked how many pairs of jeans I own. I think people imagine opening my closet and seeing a wall of denim, tightly packed and stacked, waiting to crash down on them. But actually I keep it quite tight, I get rid of anything I genuinely don't wear,...

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How to Do Smokey Eyes Halloween Style

(0) Comments | Posted 24 October 2013 | (09:44)

I love Halloween - it signals cosy evenings, crisp frosty mornings and a party atmosphere. Halloween also signals the downhill slide to Christmas...and I'm all about the cheer. I'm not one to make myself hideous with dangling eyeballs, arms out of sockets or worse - mummified - so I tend...

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10 Beauty Shortcuts for a Busy Girl

(1) Comments | Posted 26 September 2013 | (14:40)

Being short on time but big on presentation, I have to squeeze in as many beauty quick fixes as possible to keep me looking well put together and groomed, but within about 10 minutes a day.

Photo supplied by Donna Ida Thornton...
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Retail Speak - How to Talk Fashion

(0) Comments | Posted 18 September 2013 | (09:51)

When I first started in fashion retail I carried Denis Thatcher with me everywhere I went. His famous line was in my head: "better to keep your mouth shut and be thought a fool than open it and remove all doubt". So when I first started going to buying appointments...

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How to Behave On Twitter

(1) Comments | Posted 18 September 2013 | (09:29)

Early on in my Twitter career I made a relatively large cock up. Big for me anyway, as although I swear like a truck driver I would never intentionally want to upset someone. Or, I think about it, decide it's a good idea and say it anyway,...

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The Best of British

(0) Comments | Posted 5 September 2013 | (15:35)

The middle of July heralded a very British weekend for me. Back to back it was hit after hit of everything I love about England - tradition, the celebration of 'the season', romantic and sometimes slightly twee events but they are all things I love. I like routine, I like...

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