At 5'1 with curves, I've never been able to walk into a shop and buy clothes that made me look good because I'm not a standard size. I tried buying clothes and having them altered but realised that whether you're short or tall, clothes that aren't designed for our vertical proportions make us look fat and old!

Now I'm in my early 50's, but look much younger. That's because I choose a LoveIt style that's designed for my shape and then I use our 'Customize Service' to tweak the fit to make it perfect for me from top to toe. I use it to order the colours I love too!

Over the past decade I've helped thousands of women achieve the same results! If you want to look younger and feel confident about your body, you'll love shopping with us. Here's why...

Our styles are designed to help reverse the visual signs of aging and make you look great as you ride the hormonal rollercoaster of life after 30!

We offer our customers much more than the typical DIY fast fashion shopping experience because we know many women over 30 don't know what clothes make them look great. And...

The last thing we want to do is to sell you a frock that isn't going to make you look and feel fabulous. That's why we also offer a range of styling services designed to educate and help you buy clothes that make you feel confident, empowered and beautiful!

When you look good you will navigate the swings and roundabouts of hormonal shifts, weight gain/loss, and aging, with ease. That said...

In fact, when you shop with us, you should expect that you may sometimes have a short wait for what you want. That's because we can customize the details that make the difference between you looking old or younger, fat or slim, frumpy or stylish. We guarantee the result is worth it!

Check out our customers below and you will see what I mean. Whether you are 30 or over 60 the result will be the same...

That's because we are perfectionists about colour and fit. With over 10 years of experience designing clothes for women over 30 we know it's the small detail that makes ALL the difference!

We would rather sell you one outfit that makes you look and feel amazing than a bunch of clothes that don't. That's because...

I know from personal experience that looking fat, frumpy or old can make us feel self-conscious, insecure, anxious and stressed. That's why...

When you shop with us you can expect to be talked out of buying clothes that don't do amazing things for your body!

What you can expect is a fun and inspirational adventure that shows you how easy it is to look your best. When you own the right clothes there is no need to spend hours getting ready. You will be able to 'throw' something on and walk out the door feeling confident. And...

It goes without saying that the right clothes are super comfy and easy to care for. You can wear our clothes straight out of your suitcase. In fact, you can throw your iron away!

I designed the LoveIt shopping experience based on my idea of what a dream outcome should be for women like me. If you want to feel respected and treated as an individual instead of a mass market, this is the shopping experience for you...

Case Study

Let me illustrate the difference in results when you shop with us...

Meet Peta-Rene, one of our wonderful customers. She is a US Size 14 and has a typical 'apple' shape with a 'FF' cup bust and a tummy... 

Below is Peta-Rene wearing two different dresses. Both dresses are beautiful but only one of them looks AMAZING on her. The other one...well! We'll let you be the judge...

There's nothing wrong with looking frumpy and unstylish if that's what you desire. But...

That's definitely NOT what we do here!

Why Shop With Us?

The problem for many women over 30 is they don't know what to wear as their body shape changes. Sooner or later we all get jiggle, muffin tops, loose tummy skin, fat wings or a layer of soft downy skin that most of us (myself included) want to hide...

DIY hiding is great if you want to look older and frumpy. But that's not what our customers want!

Think about it this way...If you wouldn't cut your hair by yourself and expect to be ecstatic with the result, why try and work out what to wear as your shape changes if you're not an expert? Why not give your body the same amount of attention to detail as you give your hair? We guarantee you'll love the result. That's because...

Nothing gives you a better and more enduring natural dopamine hit than looking in the mirror each day with a smile on your face! A fantastic haircut is great, but it won't give you the same long lasting high that wearing the right clothes will!

If you're a confident shopper you can shop with us online or in-store just like you would anywhere else. But if you want to look younger, slimmer or simply your best self...

You might like to take advantage of our style and fit services too! That's what most of our customers do! And...

You won't find our unique combination of clothes, customizing and styling services anywhere else. It's the reason women over 30 love shopping with us!

Are you ready to explore more?