About Us

Joy of clothes was founded by Michaela Jedinak and David Lethbridge.


Michaela has a unique range of experiences from the fashion, media and design industry in London, New York, Milan and Prague . She was the MD of Cosmopolitan in Prague where she deepened her passion for colour and style. In 2005 she founded one of the leading colour and style consultancies Joy of Colour. Joy of Clothes aims to share her experience with a wider audience.

Michaela believes that everyone is different and they should build on their own unique DNA rather than try to be a bad copy of someone else. Nowadays there are so many fashion trends co-existing that there is something suitable for everyone. Michaela advises against following every single fashion trend. Dressing with style needs strategy and an understanding of your colouring and body shape. Joy of Clothes aims to make it easy for you to identify the fashion that works for you and your life style.

More details about Michaela's personal and corporate services available at www.michaelajedinak.com


David has a classic consumer marketing background with Y&R, Nestle and Johnson & Johnson. Over 20 years experience in the new media industry with BT, News International and his own start ups. From 1999 - 2007 David was co-founder and CEO Confetti , one of the first wave of consumer internet businesses in the UK . Built Confetti into powerful content, community and commerce brand. Developed Confetti into a profitable multi-channel business including stores, catalogues and Confetti branded products and books . Since 2007 David has advised many startups and corporates. He is also a Director of NBNB limited which recently launched the digital reward chart iphone app

Joy of Clothes

The Brand proposition

Everyone is different and has their own unique style DNA.

Wearing the clothes that flatter your body shape and colouring will help you look and feel your best everyday. That's the Joy of Clothes.


To make it easy for you look and feel your best by creating a visual balance and colour harmony in your look.

To help you save you money by advising you how to buy the clothes you will wear rather than the ones that stay in your wardrobe. Cost per use is more important than cost per item.

Target audience

The primary target audience is women 25-44 but the site should be interesting and useful to anyone who is interested in fashion and how to look their best.


To provide the tools, relevant and timely advice to enable you to look and feel your best whatever

  • Your shape, size, personal colouring, age, style personality, budget and location
  • The occasion, the weather, the activity or the trend


Stylish dressing and savvy shopping requires strategy.

Joy of Clothes shares the seven strategies to help you look and feel your best. Specifically we will give you the strategies to understand and dress for

1. your body shape
2. your body size and proportions
3. your body features
4. your personal colouring
5. your age
6. your style personality
7. the situation. (work,occasion,budget,weather,trend)

Key brand concepts and philosophies

Know, first, who you are; and then adorn yourself accordingly


Joy of Clothes aims to make it easy, fast and fun to find the clothes that work for you, your colouring and your body shape.

We recognise that with an increasingly overwhelming choice of clothes, designers and stores finding the clothes that suit you can be more stressful than joyful. We use the power of the web to make clothes shopping more fun.

We have listed below our key concepts and philosophies. We have included quotes to demonstrate our thinking is consistent with many style icons .We will further support with visuals and illustrations

Dare to be Different

Elsa Schiaparelli

The sooner you become your own best friend, the better life will be

Diane von Fuerstenberg

Fashion is very important. It is life-enhancing and, like everything that gives pleasure, it is worth doing well

Vivienne Westwood

Visual balance

Fashion is architecture: It is a matter of proportion

Coco Chanel

The goal is to create the visual balance of the neat hour glass body shape by wearing appropriate clothes styles,patterns and colours.

Creating visual balance in your look is key for an individual just as it is for a room you would to decorate and furnish to look its best. The items on style me which help flatter your shape and colour by creating visual balance have been tagged with a smile and vice versa.

Colour Harmony and Personal colouring

The best colour in the whole world is the one looks good on you

Coco Chanel

Your personal colouring profile is determined by your skin, eye and hair colour. We recommend the colours which flatter you by creating colour harmony with your personal colouring. Colours which flatter your personal colouring and tagged with a smile.

Be yourself, recognize your own style dna

To empower you to express your individuality through the way you dress. To be your trusted personal stylist only interested in helping you express and enjoy your uniqueness.

How many cares one loses when one decides not to be something but to be someone

Coco Chanel

Style is very different from fashion. Once you find something that works, keep it

Tom Ford

Fashion is general. Style is individual

Edna Woolman Chase

Feel your best / most comfortable

It is important that you not only look good but feel comfortable.

A woman is never sexier than when she is comfortable in her clothes

Vera Wang

We don't live in a world of reality,we live in a world of perceptions. No woman can be well dressed unless she is comfortable in what she is wearing

Bill Blass

Luxury must be comfortable, otherwise it is not luxury

Coco Chanel

Cost per use/value

My mother always said that we were too poor to buy too cheap

Jil Sander

Cost per item is not as important as as cost per use . So many clothes are left in the wardrobe unused and so many sales bargains are never worn . We will help focus on real value and return on investment from your clothes shopping.

When putting a wardrobe together, if your budget is limited, the most important thing is having the discipline to invest in one or two beautiful key pieces and mixing these with classic pieces like the cashmere sweater, the great jeans, the perfect crisp white shirt. Plan your long-term wardrobe. Only buy pieces that you can't live without; don't be tempted by disposable

Roland Mouret

Shape, size body features and age. Diversity and appropriateness

To help everyone no matter what age, shape, size budget or lifestyle look their best. To be more objective and unbiased than shop assistants while being more relevant, understanding and personal than fashion magazines.

It is important to recognise that fit does not equal suitability and just because something is available in your size it is not guaranteed to be deliver an attractive visual balance in your look. It is best to choose clothes which were designed with you and your shape in mind.

The dress must follow the body of a woman, not the body following the shape of the dress

Hubert de Givenchy

You have to look at yourself objectively. Analyse yourself like an instrument. You have to be absolutely frank. Face your handicaps. Don't try to hide them. Instead, develop something else

Audrey Hephurn

There's no such thing as a plain woman. Everyone has attractive points, so my advice is to accentuate your best assets

Dita von Teese

At forty, women used to exchange youth for elegance, poise, and mysterious allure, and evolution that left them undamaged. Now they measure themselves against the very young with defences that can only be described as ridiculous

Coco Chanel

Don't be a slave to the trend

The key is being yourself. Don't be into trends. Don't make fashion own you, but you decide what you are, what you want to express by the way you dress and the way to live

Gianni Versace

We will help you navigate confidently through each season's fashion trends. By identifying the trends which work for you there is no need to be a fashion victim or a bad copy of someone else's style.

I am against fashion that doesn't last. I cannot accept that you throw your clothes away just because it is spring

Coco Chanel

Fashions fade, style is eternal

Yves Saint Laurent

Always dress appropriately

Whatever the weather, situation,activity ,occasion dating, wedding, honeymoon, interview, work, holiday

Weather... 'no such thing as bad weather just bad clothes'

I don't understand how a woman can leave the house without fixing herself up a little - if only out of politeness. And then, you never know, maybe that's the day she has a date with destiny. And it's best to be as pretty as possible for destiny

Coco Chanel