The Western Morning News recently published an article about our website and just in case you missed it, we’ve posted it here on our blog.

You can either download the PDF here, or simply keep reading:

Balancing a family and a wardrobe is harder than it sounds, and reasonable fashion choices seem to dwindle after you pass 30. Woman editor Gillian Molesworth checks out a new Devon-based website that’s here to help.

MOST female fashion baits its hook for the biggest fish in the market: women aged 16-25. These emerging blossoms, new to womanhood, are looking around with fresh eyes: what’s that look, and how will it look on me. Often still living at home, or with an allowance or a part-time job, they have money to spend and no other dependants to spend it on.

And, they look fabulous. Their skin is smooth, their teeth are bright and their gums plump; and, most of their bodies haven’t undergone the shape-changing marathon of pregnancy and childbirth. One of their primary concerns in life is looking attractive. They like fashion and fashion likes them.

There is another flush clothing market for the woman who, once again, has some money to spend. Her kids can fend for themselves, she is rediscovering life without them, she looks great and she’s got some money behind her.This is the empty-nester woman, who maybe starts sneaking a few designer labels into the wardrobe, and spends more time in the shops because she’s got some time to spend.

Then, there’s us. The thirty to fortysomethings, rushed off their feet making packed lunches, taking Fido to the vet or sewing costumes for the school play. We’re too old for the trends of the former and too young for the investment pieces of the latter. Where do we fit in?

Enter the Hosies.This is a Devon-based family who have had more than 20 years’ experience in fashion, with local boutiques Diva Totnes and Diva Torquay. And, they’re using their expertise to help the rest of us.

“Women of different ages and stages have different fashion needs,” said AngelaHosie, now buyer and merchandiser for the Diva shops. “We have tried to create a range for the 30-plus market which is on trend and stylish, yet accessible and wearable too.”

She said it wasn’t just the High Street that was a headache for thirtysomethings – the Internet had its problems, too.

“The majority of online shopping seems to cater for either extreme high fashion or top end designer,” she said.

The solution? Getmyfashion.com, a new website dedicated to women who have passed 30, who are style conscious but not trend followers. Angela chooses the merchandise for the shops, which is then road-tested and given the thumbs up by thirtysomething mother-of-two Malin Hosie; once they have decided on some choice pieces, they dress a mannequin which is then photographed by Aron Hosie for use on the website. They also include a “get the look” section, which helps the fashion-challenged among us assemble an outfit.

Angela said: “Our aim is to be a grown-up site with grown-up fashion for the grown-up woman. We pick pieces from each collection that are flattering on the female body rather than just the current trends. We hope we can offer something for everyone.”

Getmyfashion.com includes advice on seasonal trends and how to achieve them, as well as individual and vintage pieces. Because hey, with a young family, we don’t buy as often as we used to.

Angela said: “I love this season of contrasts. There is slouchy vs skinny – and both are really easy looks to wear whatever the size or shape of the woman. And, I love the easy blends of summer blacks, greys and frothy whites.”

The site is kept amanageable size so customers don’t get bogged down by toomuch choice.Aron is anxious that the local shop feel of the Diva shops comes through online.

“We want people to feel that they are getting a personal service, even though they are shopping online,” he said. “While we are competing with the big sites, we want to maintain a personal touch.”