The first DONNA IDA boutique opened on Draycott Avenue in Chelsea in 2006.
Following the success of the Draycott Avenue boutique, three extra boutiques opened: The Village in Westfield, London, Swan Lane in Guildford and Elizabeth Street, London.
The core DONNA IDA collection consists of women's designer jeans, silk blouses, cashmere jumpers and simple tees.
Founder Donna Ida Thornton is regularly referred to as the 'Jean Queen'.
[8] In 2016, the DONNA IDA boutiques closed to focus on the online business and pop-up concept.