What sparked your love of fashion?

When I was growing up in Cheshire I’d go shopping with my older sister and mum. We’d get dressed up and make a day of it. I’ve especially always loved classic, investment pieces.

How did Trilogy come about?

I was good friends with Mark [Cocozza], who used to work as a trader in the city and I worked with James [Leslie], who was head of marketing for M&S, while I was head of buying. I used to travel to the US a lot for work, where there are specialist boutiques for premium denim brands, whereas here I’d have to go to a department store.

Why did you choose to open your first store in Sloane Square?

I know the area very well. It’s an area which locals use, but there is enough choice – eateries; Richard Ward’s hair salon – so you can make a day of going there, which also attracts visitors. People look forward to coming here and bring their friends with them.

What’s your top tip for finding the perfect pair of jeans?

You need choice – you need to go somewhere where you can try on different brands – and advice. If you’re looking for an everyday pair of jeans, dark jeans are flattering and you can dress up a straight pair of jeans with heels or wear flats for a more casual look. With a classic style of jeans you can dress them up and make them more fashionable or dress them down to make them more casual. I have noticed that people are can be really down on themselves though, saying that they are too short, for example. We’ll try to turn that around and ask people what they want such as to elongate their legs, and find them the right pair. The denim market has really moved on from the days when jeans were just too tight.

What’s your current bestseller?

J Brand. They offer great basics, different rises, are pretty anonymous and offer everything from dark to distressed denim. They are also made from a good, comfortable fabric, including Lycra and they really last.

How would you describe your personal style?

When you get to a certain age you know what suits you, but I am still always experimenting. I do stick to classic pieces. I love boyfriend jackets, blazers and oversize cashmere.

Who is your style icon?

I love Yasmin Le Bon’s style. Her look is quite vintagey with great shoes and accessories, but the nicest thing about her style is that it’s effortless.
What fashion item would you save from a fire?
A black patent pair of Christian Louboutin shoes.

What’s your philosophy on life?

I am positive and I really love people, but I’m also driven; I like to see the best in people and also try to do better. The nicest thing about this job is meeting someone who has taken the trouble to write in. Someone might come in who has lost self-confidence, perhaps due to having three children, for example, and we’ll help them to find the right pair of jeans. It might not seem like much, but it can really help to regain someone’s confidence.

What’s your guilty pleasure?

Shoes, and ice cream from Gelato Mio [138 Holland Park Avenue, W11].

What’s new at Trilogy?

The new Olympia J Brand jean, which is exclusive to Trilogy, falls in store very soon. It is a super-soft lightweight denim legging, overdyed in ink. It is also made from a more substantial fabric, so feels supportive in all the right places.

33 Duke of York Square, SW3; 020 7730 6515 and 63 Weymouth Street, W1;                020 7486 8085; www.trilogystores.co.uk