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Five minutes with Donna Ida Thornton

Finding the perfect pair of jeans has never been an easy task….(never!). But one trip to the denim mecca that is Donna Ida and you’d be hard pushed not to find jeans to fit any figure. With four boutiques and a super busy schedule, we caught up with founder of Donna IdaDonna Ida Thornton to talk Dior, bags and of course…denim!

What’s a typical day like for you at work?
A lot of people ask me this! If I am in the UK, I get up at 4.45am every morning – we did a blog post on it recently because so many people ask what my day consists of! After that, it is usually a hectic mix of buying appointments, business meetings and meeting journalists. Liberty London Girl asked me to write about my typical day which I did in a recent guest blog, so you can see it is pretty mixed…but I wouldn’t want it any other way!

Who would you like to see replace John Galliano at Dior?

I’m not sure, but I can’t wait to find out. That’s the great thing about fashion, you never know what will happen next – I have to say he will be an incredibly hard act to follow though. It’s the hot potato job.

What’s your top tip for picking the right pair of jeans?

Be open minded and listen to all the help and advice you are given (by an expert!). I’ve had customers in the shop refuse resolutely to try a shape I am trying to suggest and over the course of half an hour I keep going back and wear them down….and as soon as they put them on there are tears of joy. When you sell jeans all day and look at women’s shapes constantly, you do tend to know which ones to put together. Jeans are all essentially the same – two legs, five pockets. The devil is in the detail so it’s up to us to convince you that one will work more than the other. We really do know!

You’re stuck in a lift for 5 hours. Who would you love to spend your time with?

My husband, and my dogs Romeo and Julio…or Elton John. He’s fascinating and seems so much fun.

Favourite holiday destination ?
I love Barbados – you can’t go wrong. The Caribbean is a guaranteed good holiday. I really want to get to Positano though. One day!

Best thing about owning your own business?

God – everything. You can actually get things done. You can make things happen – so satisfying.

Jimmy Choo or Louboutin? And why?

It’s YSL, Miu Miu and Camilla Skovgaard for me. They fit and are comfortable. I wore Louboutin when I got married…..it was not a comfortable ceremony. I asked a friend to go home and get a pair of heels I was wearing that Summer to get me through the bulk of the day and then switched back to the killers that evening when I changed into a shorter dress.

If you HAD to choose another industry besides the beloved fashion world to work in, which would it be?

Food I guess? Or something crafty. I like making things.

Most interesting person you’ve met?

My husband. It would have to be! I could be stuck on a desert island with him and never run out of things to say (mainly oh my GOD what are we going to dooooo?!! on repeat)

You can only buy one bag this year…..which would it be?

I need a Celine. I. Need. A. Celine.

Best piece of advice you’ve been given?

When you’re going through hell, keep going. Churchill said it during the war. It’s not like running your own business is a battlefield, but when you’re in a sticky situation or doing something uncomfortable it just reminds me to push through it.

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