Denim is a massive wardrobe staple for every season and so we decided it was time to speak to the queen of denim (as well like to think of her) Donna Ida! Donna opened her chelsea boutique in 2006 and it has grown and grown. The self-confessed denim devotee and lifelong jeans addict, now has Donnaida.com as well as other stores stocking the top denim labels from around the world. We chat denim, online fashion and advice to retailers.

What is it about denim that you love?
The sheer versatility – I like things to be cool and on-trend but really easy too.  And I hate going to the dry cleaners.  Jeans you can wear as many times as you like, or for days in a row, and no one turns a hair. You can’t do that with a dress!

What made you want to get into retail and what advice would you give those wanting to do the same?
I love being with people and hated sitting behind a computer. I actually do a fair bit of that these days but I still get out and about and am in our shops a lot, which is the part I really love. Finding a pair of jeans that’s the perfect fit and seeing how happy and confident a customer feels when the put them on is what it’s all about. If you are an active person and love interacting with people, then definitely try your hand at retail. And be prepared for the sore feet too!

Do you have a favourite pair of jeans?
I have so many favourite pairs of jeans.  I tend to wear the same style though – an ankle skinny is really what works for me. You can wear it with heels or flats, tuck them into boots. They’re just so easy to wear. I have ones by Paige, J Brand, James and Nobody that I love.

What advice would you give to women who is having difficultly finding a pair that fit right?
Go to a specialist, and be open minded. Take the advice of the sales person and allow them to make suggestions. We see jeans on people all day every day, so we know what to suggest. You just have to trust us for 10 minutes!

Do you have a fashion icon?
I have a lot.  I love Bridget Bardot, Anita Pallenberg, Marianne Faithful, Grace Kelly, Jackie O, there are so many women whose style I admire but the majority aren’t modern.  It’s when a person’s style or look really stands the test of time that I love it.

Do you do a lot of online shopping?
Yes, constantly.  Mainly from Amazon!

Do you have a favourite online boutique?
I love Net-a-Porter. They did it first and did it best.

What do you think will be the next big trends?
Colour is here to stay right through SS12, and we’ll continue to see even more fabrications in denim after that. It’s all about the fabrics right now.

Do you have any big plans for Donnaida.com?
We’re relaunching the site which is very exciting. There are loads of videos helping customers find the right jeans for them online and a lot of product information. We will interact with customers a lot on the new site too and customers will be able to upload photos of themselves to get instant fit and style advice.

What advice would you give to those shopping online for jeans?
Have a clear idea of what you’re looking for before you start, and shop by filters. Try to stay focused! It’s not always easy once you start clicking though….

Thanks Donna. Find your perfect pair of jeans at Donnaida.com