Hi, I’m Danielle
(AKA The Petite Lady)
I’m the founder of The Petite Lady, your go-to destination for honest petite fashion advice, curated edits and a community of women who truly get it.
With over 25 years in fashion and as a petite woman myself at 5’2″, I’ve experienced exactly what you’re going through. The endless scrolling, the disappointing returns, the style advice that just wasn’t written with your frame in mind.
That’s why I created The Petite Lady. A warm, honest space where women under 5’4″ can finally feel at home in their wardrobe.
Because I’ve been where you are, and I know there is a better way.
“I am your advocate, cheerleader and ally”
My Core Values
Authenticity
Forget the old rules about looking taller or slimmer. This is about accepting and celebrating our bodies exactly as they are. Petite and proud.
Empowerment
Clothes should fit your body, not the other way around. Fashion should empower you to feel amazing every day.
Community
This is a community that lifts you up, celebrates being petite, and embraces the fun and struggles we all share.
Individuality
I celebrate your personal style and encourage you to own your look, because your style is yours, and you’re here to put yourself first, not anyone else.
My Mission
To empower petite women to embrace their
unique selves
by providinghonest advice, curated collections and a superbly supportive community.
Little Danielle
I’ve struggled to find clothes that fit for as long as I can remember. I’m 5ft 2” now, with a size 8–12 frame depending on the shop (and sometimes even the day!), so shopping has never been straightforward.
When I was younger, I was very small, so small that I was taken to the hospital regularly until I reached a certain height and weight, as my mum was told I might need growth hormones. I still remember fitting into clothes meant for 2- to 3-year-olds when I was eight years old.
While all my friends were shopping at Topshop and Miss Selfridge, I couldn’t find anything remotely grown-up to wear and was stuck shopping at Tammy Girl, which was pretty embarrassing.
By the time I was 12, I’d had enough. That year, with my mum’s help, I asked for a sewing machine for my birthday and started making my own clothes, finally creating pieces that actually fit me.
“My expertise comes from not just my own lived experience but years working in the fashion industry (plus I have a fashion degree and I’m trained in tailoring)”.
Fashion & I
That passion led me to study fashion design at Kingston University, but to be totally honest, that’s where I started to fall out of love with fashion.
The industry at the time (and in many ways, still today) was incredibly competitive, exclusive, and built around women who were 5ft 11 and a size 6—the height of the “heroin chic” era. It didn’t reflect me, and it certainly didn’t reflect most women I knew.
After graduating, I worked with a local tailor for a few years, and he taught me more than I ever learned in the classroom. I became the recommended tailor for my local Marks & Spencer, helping real women solve real fit problems. Around the same time, I also worked as a bra fitter at M&S, which gave me deep insight into the diversity of women’s bodies, and how important proper fit is to confidence and comfort.
Finding my passion
Later, I joined the wardrobe team at my local theatre, working behind the scenes to create costumes, manage quick changes, and ensure everything fit just right under pressure. These hands-on experiences gave me a true understanding of how clothes should fit and the confidence they can bring when they do.
Eventually, I stepped away from fashion and started a personalised giftware e-commerce business, which I grew from a £500 credit card to a £2 million turnover. I loved building something that brought people joy, but I knew deep down I wanted to do something with a bigger mission—something that went back to my roots.
So, in 2022, I sold the business to a retail group and made space for a new chapter.
In My Petite Lady Era
At the age of 40 (because it’s never too late to start), I launched The Petite Lady—a space built from years of frustration, creativity, and a deep desire to help petite women feel confident, stylish, and truly seen.
With a background in fashion design, tailoring, costuming, bra fitting, and business, I bring a unique, 360° understanding of clothing and fit.
I’m not just starting a brand—I’m starting a petite revolution. Because it’s been far too long that we’ve been overlooked. Now, it’s our turn.
Out of work
When I’m not working on The Petite Lady, you’ll find me traveling the world, 59 countries and counting, volunteering, training for my next big adventure, or enjoying a good escape room challenge. I’ve already climbed Mount Kilimanjaro, and this year, I trekked to Everest Base Camp!
I volunteer at my local food bank and also with a loneliness charity, where I’m lucky enough to befriend a wonderful lady named Jane.
Some fun facts about me
I still have a baby tooth, I’m a huge fan of cheese and crisps, and I love to dance whenever I get the chance,
I go ballroom and Latin dancing every Monday. I also have a fantastic cat named Pickle, who’s celebrating her 19th birthday this year.
Ready to join me?
Because you deserve a wardrobe that fits your body, your life, and your confidence.
Let’s make petite fashion easy, fun, and fabulous — together.
