About Us


Welcome to I Choose Me, I’m Ashley – a wife, busy mum of 3 and owner of I Choose Me. I am so happy you’re here and I can’t wait to get to know you better.

I Choose Me is an online fashion store that was born out of a desire to give busy women the clothing, tips, tricks and tools to define their own unique style and to help them feel confident and beautiful in what they wear every day.

We are an online store primarily for busy mums, run by busy mums but we strongly believe that fashion shouldn’t be fast moving; we want to slow down and make conscious fashion decisions by buying less, choosing well and making it last.

At I Choose Me, you will find a carefully curated collection of pieces that can be mixed and matched and will take you from school drop off, to work and on to date night. As well as providing you with styling tips, how-to’s and a range of tools to help you style your I Choose Me pieces over and over again.

We aim to make a big difference to our customers lives by empowering them to feel beautiful every day, no matter the season of life they are in.

Our Core Values

C – Caring & Compassionate

A – Authentic

R – Relationship

R – Relatable

E – Encouragement