Donna Ida Relaunches Chelsea Boutique

On the 18th April 2013, the Donna Ida Chelsea boutique re-opened its doors on Draycott Avenue after Donna refurbished the entire boutique. The boutique served an all-day breakfast treats and launched the brand new Spring Summer 2013 season with a ÔÇÿSurf’s Up’ theme.

Donna Ida boutiques are renowned for their extreme personal service with the famous Denim Clinic committed to finding the perfect pair of jeans. I went to one of her denim clinics a while back as you might remember. To mark the day of reopening, Donna Ida gave away a pair of designer jeans every 30 minutes – the time it takes for a Denim Clinic in any of the Donna Ida boutiques.

The new boutique was designed by d-raw and features a brand new shop front, sweeping denim bar and sumptuous new changing rooms. Guests were treated to the all day breakfast starting off with mini croissants from Poil├óne, yummy bacon sandwiches from Daphnes, Bounty Bars and cake pops from Pop Bakery in the shape of surf boards, hibiscus flowers, and even mini Chihuahua heads like Donna’s dogs Romeo and Julio. Jax Coco provided refreshing coconut water to all their guests and in the afternoon Eclipse Bar served up their famous watermelon martinis.

The first 50 guests to make a purchase received a jam packed goody bag with an exclusive Blackscore ÔÇÿChic for Brains’ tee from Simeon Farrar, a voucher from Melissa Odabash and beauty products from Sarah Chapman, Rodial, Ioma and Bliss. Simeon Farrar designed a collection of exclusive tees for the launch from his Black Score label.

Guests who attended included Made in Chelsea’s Rosie Fortescue, Disney Roller Girl, Jai’me London Boy, Vogue’s Lauren Milligan, Forward PR’s Courtney Blackman, I’m Am Not A Celebrity Kate MacCauley and author of Run Fat Bitch Run Ruth Field.

Donna Ida also celebrated the opening of their temporary SALE Pop-up shop which will be open until 7th May. The store is across the road at 171 Draycott Avenue, South Kensington, London SW3 3AJ (which was previously Jean Paul Gaultier) and is offering discounts of up to 70% plus a sample sale. It looks like it was a great day and I was gutted that I couldn’t make it, but it was among the press day trips and I wasn’t in London that day unfortunately! Did any of you go?

Written by Lorna Burford