||This article contains content that is written like an advertisement. (August 2012) (Learn how and when to remove this template message)|
Donna decided to open her own boutique with an emphasis on customer service and advice after experiencing poor service buying jeans in department stores. The first Donna Ida boutique opened in Chelsea in October 2006, the brand growing to include three more boutiques, and an online store. The boutiques stock denim brands, from Citizens of Humanity, 7 for all Mankind, to Stella McCartney, Victoria Beckham and Mih jeans.
The Donna Ida denim clinic idea is replicated online with videos of jean fitting advice and a set of resources. The online videos show the process of what jeans go through while being made in the factory. One can see them making the lap creases, sanding and stone washing to give you an insight into what goes into making a denim brand.
Donna Ida is also a Patron of Jeans for Genes and raises at least £20,000 for them each year Ida was also short listed for the WGSN Global Fashion Awards for Breakthrough Brand or Retailer 2011.
- http://www.jeansforgenesday.org/aboutjeansforgenesday/corporatesupporters/donnaida[permanent dead link]