Curridge entrepreneur proves a wow with venture

Mother of two, Fiona Blake, aged 38, created the website to allow women to swap and share fashion advice and experiences in an effort to break the stereotype that only the super-skinny and flithy rich can find pleasure through fashion.
Mrs Blake’s achievements were recognised by underwear mogul Jacqueline Gold, chief executive of Ann Summers and Kinckerbox, in her #WOW competition which she holds via Twitter every Wednesday for female business owners.
“We all read the magazines and admire those who are young, slim and good to look at. We drool over the clothes and dream of super salaries to pay for designer clothes but what if the reality is you’re a mum at home, going shopping for the weekly food, you aren’t a size 10 and you don’t have a large income.
“I saw a gap in the market to bring real women to life by showing other women what they wear every day.”
This is the entrepreneur’s second empire, who also established PR company Blakes Consultancy in 2002.
And her ambitions don’t stop there. Her next enterprise is to create an Avenue 57 smartphone app, creating instant fashion advice on demand.
“Imagine being in a changing room and not having anyone to ask if a dress looked OK. You could take your photo, seek approval and buy or put back on the shelf!” she said.
The website has been a huge hit with women internationally, with web traffic increasing from 10,000 to 70,000 in just four months.