Jeans, dreams and having fun are all topics of conversation in our exclusive interview with Claire Etchell from Donna Ida.

Jean Queen: Donna Ida's Claire Etchell

Industry member, Claire Etchell is PR and Marketing Manager at designer jeans retailer Donna Ida. With four London boutiques, an online store and almost 8,000 Twitter followers, we chat to Claire from the dizzy heights of denim heaven.

What do you love most about your job?

I love how fast paced my job is! One minute I'm at a photo shoot, the next I'm meeting a journalist. It's great talking to so many different people and finding out how we can work together.

Out of all the marketing campaigns you have worked on which are you most proud?

It's too hard to pick the work I'm most proud of – I've really enjoyed working with Donna Ida introducing journalists to amazing jeans. Seeing a happy customer become a jeans convert is such a good feeling.

Donna Ida as a brand has a great presence on social media channels, in particular Twitter. How would you define the Donna Ida voice and how did you establish this?

Donna writes and runs her own Twitter – it's fantastic how motivated and engaged she is. We decided early on that there was space for the brand to have a separate Twitter account (@donnaidadenim) which I run with help from all the Donna Ida girls. The Donna Ida Denim voice is informative whilst fun and a little bit cheeky. We're always there for advice but don't take ourselves too seriously.

If you could choose a dream label to work with who would it be and why?

Dream label? I'm very excited to be near so many gorgeous designer jeans but I guess my other obsession would be Chanel. I also can't wait for Victoria's Secret to arrive in the UK.

What other Industry members have you worked with?

I've worked with Jonathan Kirkby since he was with lifestyle PR agency, Eden Cancan. I've known him since my Moda in Pelle days and count him as a good friend now. Quite a few Industry members joined Team Donna Ida last year in our Jeans for Genes challenge, including Alice Stone from Lily and Lionel and of course The Industry MD Courtney Blackman. I hope lots of people join us again this year!

Get in touch with Claire via The Industry Directory

By The Industry's Features Editor, Harriet Bowe

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