For too long grown women have been underrepresented, left out and dismissed. But no more. JD Williams is challenging the invisibility of these women and busting myths on midlife. Relentlessly connecting with her on the moments that matter, serving midlife women with curated styles and brands for her fashion and her home. We will provide the product and inspiration she seeks, all the while pushing her agenda. We will help her feel seen. and in the process, we will ensure our brand becomes unmissable.

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Target audience

A modern grown woman (aged 45-65) seeking style and value. She's at an age where she knows herself but no one retailer seems to know her. No one is really speaking to her or inspiring her with relevant style and fit for where she is in life, until now. 

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Our ambition is to become the UK’s #1 fashion and lifestyle platform for grown women

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