“Helping women to find jeans that fit.” 

Jean Queen Donna Ida Thornton is the owner of The Ultimate Denim Destination with two eponymous boutiques, an online store donnaida.com, iconic denim brand IDA and contemporary separates range DONNA IDA.

Born and raised in Sydney, Australia, Donna moved to the UK in 1999 for a career in marketing when she spotted a gap in the market and opened a denim boutique in Chelsea in 2006 with a second following in Belgravia in 2010. Drawing inspiration from quintessential British elegance and sophistication, Donna launched her own brand IDA in 2012 as a high waisted denim brand. We chatted all things denim with Donna after her facial. 

If you were a pair of jeans, you’d be…..
A capri

Your go-to pair of jeans?
Currently the IDA Eliza Dungarees – wearing them daily!

Where should anyone start when looking to find a pair of jeans that best suits them?
Come to Donna Ida! Listen to the advice, set aside 30 minutes, stay calm. Go down a size if they go on too easily!

Denim trends for 2017?
So many. Watch those fancy hems, embroidery, patches. Basically anything that customises your jeans and makes them your very own. Colour is also coming back.

Is there one denim style that never gets old?
The skinny. Very very easy to wear. It’s a perma-trend.

What is in your flight bag?
A cashmere wrap, iPad, passport and credit cards!

Day to day handbag essentials?
Any lip balm I can get my hands on, iPhone, keys, note book.

Fave red lipstick?
RMK Orange Red

How do you like to keep healthy?
With discipline. I follow Petronella’s method, it makes me feel amazing and never fails. A lot of water, as much sleep as I can cram in. Very little alcohol.

One thing we might not know about you?
I was born in Sydney. I have 3 chihuahuas. I am obsessively tidy – at home I am the worst.

One product you can’t live without?
QMS Sports Active Cream.

Your perfect skin saving juice or smoothie must contain?
Pineapple

The one song that would feature in the soundtrack to your life?
Tiny Dancer by Elton John.

Your current mantra?
Self discipline is the mother of happiness.

You feel beautiful when?
I have had enough sleep, have on a great outfit, have had a blow dry with Gio from Salon Sloane!

Best skin case travel hack?
Gazelli White Oil Saviour Mask

I couldn’t travel without?
I don’t like to travel without my husband, but I sometimes have to. So I’ll say my iPhone.

Guilty pleasure?
Chocolate.