Originally from Australia, Donna owns a string of London denim boutiques and runs clinics to help women find jeans that fit.

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 has been nominated 3 times for Best Womenswear Boutique in the Drapers Awards, as well as listed in the top 50 best boutiques in Britain by The Telegraph