I am obsessed with denim. I live in jeans – and on the rare occasions I don't wear them, I'm probably in a denim jacket. So I jumped at the chance to try out the famous Denim Clinic at Jean Queen Donna Ida's store. Australia-born Donna spotted a gap in the market years ago while she was shopping for jeans and opened up her own jeans boutique. Since, her empire has gone from strength to strength, and she now has three boutiques and an online store.
Browsing the vast array of jeans on offer in Donna Ida's flagship store
At the Denim Clinic, customers can book a one-to-one appointment with a style advisor to find the perfect jeans. I went along to Donna's flagship Chelsea boutique. The store is beautiful – the decor is modern and trendy, the stock is fresh and exciting and the area is lovely. The array of jeans on offer might seem overwhelming – there's something for every shape and every size in every colour and wash – but the friendly staff gauge your preferences to help cut straight to the chase.
Posing with Jean Queen herself, Donna Ida
I went for a pair of grey skinny jeans from Donna's own collection, IDA. The wash is simple yet chic and the fit is second-to-none – I defy you not to find these super soft stretch jeans comfortable! To book your own Denim Clinic session, visit donnaida.com or email customercare@donnaida.com.
I chose this simple yet chic pair of grey jeans