The internet fashion shopping guru who’s gone from geek to chic

Now Helen, from Huddersfield, is the brains behind The It Guide – a retail destination website visited each month by 11,000 fashion fans who want to mimic the latest looks as seen on their favourite celebrities, featuring the designer gear and High Street equivalents.

The 27-year-old web design expert admits she couldn’t tell her Primark from her Prada before the site launched in June 2008.

“I was pretty clueless when it came to fashion,” she says. “All I was interested in was computers and the internet. I’d been racking my brains for an idea for a new website, when I decided I fancied a challenge.

“Most of the people who run fashion websites know a lot about clothes, but not how to be successful online. I knew I could carve out my own niche. But that meant I had to start learning about fashion – and fast.”

Helen, 27, who runs The It Guide in her spare time (she has a day job working for a software company), immediately began trawling through magazines and scouring the internet for the latest hot looks worn by famous names from around the globe. A few months later, the website was making up to £4,000 a month as shoppers flocked to buy their idols’ clothes, shoes and accessories. She has attracted praise from industry insiders too, nominated as the best new entrant into the world of affiliate marketing, and had a front-row seat at the recent London Fashion Week.

Helen said: “It’s been brilliant. Fashion is now a huge part of my life and I feel great about it. I love the way people can express their personality through the clothes they wear.

“But I’ve only just started. I’m using Facebook and Twitter to bring more people to The It Guide and I want to make it the best place in the world to buy the latest looks.

“I’ve gone from caring about kilobytes to loving my killer heels.”

To check out Helen’s website, visit www.theitguide.com.