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

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One of South Devon’s most popular independent fashion retailers has a new website.

Diva, which has boutiques in Torquay and Totnes, stocks a range of labels, including some designer names, for women in the 30 plus age group.

Getmyfashion.com is the name of the site which will offer a mix of the brands which are sold in both stores.

There’s an extensive selection of labels priced from £25 to £250, advice on how to put outfits together as well as individual vintage pieces.

Prices vary from the more expensive brands, such as Burberry, Avoca and Marilyn Moore, to the eminently affordable of Great Plains and French Connection, whose prices have become more reasonable in the last year or so.

The Diva website is the work of mother and son team, Angela and Aron Hosie, who have 20 years experience in the fashion industry, which is when their first shop opened in Totnes High Street. It is a small but successful family business.

Aron explained: “While we are competing with the big sites, we want to maintain a personal touch and link with our location.

“My wife Malin, who used to manage Rumour winebar in Totnes, is a 30-something mother-of-two herself and is writing a weekly blog for the site called ‘Malin Reports’,which is a fun take on current fashion issues and the challenges she faces.”

“The majority of online shopping seems to cater for either extreme high fashion or top end designers,” says buyer and merchandiser, Angela.

“We have tried to create a range for the 30 plus market which is on trend and stylish, yet accessible and wearable too.

“Our aim is to be a grown-up site with grown-up fashion for the grown-up woman.

“We handpick pieces which are flattering on the female body rather than being just garments for the sake of current trends and fashion. Women of different ages and stages have different fashion needs.”

The site also includes a ‘Get The Look’ section which gives help and suggestions on how to put an outfit together.

Angela added: “I love this season of contrasts. The slouchy versus skinny, 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.”

Getmyfashion.com is a project Aron started about a year ago.

He chose to employ local web-designers WNW-design, based in Exmouth, with whom he’s been working closely since July 2006.

Aron added: “We firstwent live in November of last year. After months of looking at our offer and site details, we are happy to have reached our aimed starting point, which we will continually work on to make sure we always offer the very best. We want to keep it simple yet exude a feel good factor and inspiration.”

Labels currently available on getmyfashion.com are Avoca Anthology, Out of Xile, Marilyn Moore, Jackpot, French Connection, Great Plains, Firetrap, Full Circle, Diesel, Thomas Burberry, Sandwich, Farhi by Nicole Farhi, Jolie Mine, Nougat and Converse.

Among the stylish clothes on offer are a cotton mix, flower print lace-trimmed dress, priced £110 which can be worn on its own, dressed down with pumps or layered with a cardi, such as a deep v cotton one by Thomas Burberry, price. £67.50.

For the nautical look, there’s a Jackpot cotton mix lined knee length skirt, at £45, worn with a stripy top, add some high heeled wedges to flatter the legs, and Jackpot scoop neck jumper, also £45, one of Diva’s best sellers. Top this with a Thomas Burberry quilted fitted cropped jacket with three quarter length sleeves, price £150.

A French Connection chiffon print dress with front tie under bust and black lining, is a good choice for parties, price £75 or the flattering Great Plains, La Belle, below the knee dress, price £55.

This can be worn with a Marilyn Moore fitted cashmere cardi with three quarter length, £182.50.

A white shirt is a must for any wardrobe and there is a great one by Jackpot, at £35.

An Avoca silk print dress, £165, is a great going out dress worn with sexy heels, with front tie just under bust and gathered detailing on the shoulder straps.