Sally Allen-Gerard Has Wizard Jeans

Sally Allen-Gerard - Founder of Wizard Jeans

“I started the brand in November 2009. Denim is an essential in any woman's wardrobe and as a great lover of jeans and always looking for the 'perfect pair' and never quite finding them I saw a gap in the market.

“My first fashion revelation was a silk dress in a bag that didn’t crease. You could keep it in the office for that unexpected date or cocktail party. My only problem was producing a huge range several times a year – which required mega investment. So I decided to concentrate on jeans, which are not quite as seasonal.”

For a couple of years Sally focused on researching fabrics and technologies to fulfil an ambition to come up with jeans that really enhance a woman's shape. “I remember in the 70s I used to adore wearing my FUs. My goal now was to design high quality jeans with a good cut that were popular across the generations and for both men and women.

"I was keen to develop a technology which would help women feel comfortable in their own skins by increasing their confidence and lifting their self esteem.

“It doesn't matter how old you are - we all want to look better, slimmer and younger – and most importantly, fashionable!

With the help of technologists Sally developed the Wizard (C) bonding technology.

The special bonding is adhered to the denim and in most of the styles goes from the waist to the upper thigh. This acts like an old fashion roll-on or girdle. Wizard jeans helpflatten the stomach and lift the rear while slimming-down the overall silhouette.

“We have just brought out our new white jeans for the summer, which are the first to ever be bonded throughout, therefore helping to give a sculpted Hollywood look. So far, I have been unable to put bonding into stonewash jeans because of the extensive washing treatments. So instead, our stonewash jeans have special pockets, which are made from very high quality and tough fabric which are stitched tightly inside and so give support, lift and control benefits in that way.

“We currently have 12 styles including one for men – and there will be more by June. Some of the jeans even come in their own matching denim drawstring tote bag with its own special branded pocket - making them easy to take anywhere and offering comfortable, sophisticated fashion in a flash.”

Sally has not always been in the fashion industry, but her career choices over the years have certainly helped her gain the experience necessary to get London-based Wizard jeans on the fashion runways.

“I was born in Torquay in Devon and used to love Art and History at school – but left as soon as I could as I was keen to get involved in life!

“I trained as a beautician, and then went into banking. I was married in 1977 and spent four years trying to have children. I had numerous operations – but in the end couldn’t conceive. This caused a problem with my marriage, as my husband was extremely keen to have children but was not keen to adopt – so we divorced but are still friends and I went off and started a boat and leisure business in Barbados!”

After two years in Barbados Sally moved to Lord’s Cricket Ground to become Financial Controller for the National Cricket Association – and the first female executive in cricket

“My family was always into sport and also most of my boyfriends – and so was I. After I left Lord’s I started a sports sponsorship and marketing agency. I worked with all the governing bodies of sport, the sports stars, sponsoring companies, etc.

“As much as I like to play tennis and watch rugby, it has always been the business side of sports, which interested me most. I still look after the media interests and speaking engagements in the UK for Francois Pienaar, the 1995 South African Rugby World Cup winning captain.”

Sally is also responsible for all aspects of the Wizard Jeans business. “I think that creating a business is always very exciting – the styles, the development of the brand and infrastructure. Basically everything that makes it tick. I work pretty much seven days a week but I love to relax with my husband, who is also the guru I turn to for advice.”

For more information

Poppy Watt