As a self-confessed yogi, there is no denying my love for Lululemon. It started with a complimentary yoga class in store and after this, I was drawn in by their versatile, high-quality fabrics, and it wasn’t long before I made my first (of many) purchases. Beyond this, their customer service is outstanding making every customer feel supported in their fitness journey. All in all, Lululemon has earned a well-deserved spot as my favourite brand!

What sets them apart from other retailers is their unique offering of in-store tailoring services. They will adjust the length of your Levis for free, and if you need a repair they can do this too at a really low cost. This means your favourite pair of Levis will last longer than other brands and makes it worth the investment. With their commitment to quality craftsmanship and customer service, it’s no wonder they earned the reputation as one of the best denim brands!

The BBC, I love how it has a clear mission written in a Royal Charter (to inform, educate and entertain) and seems to find such interesting ways to achieve them. It also doesn’t stray from them. It has a diverse audience and impressively is constantly evolving to meet their needs across a huge range of touchpoint. All the while managing to be distinctly BBC-ish. That or I could just be hooked on Line of Duty.

Muji. They are a real lifestyle brand and seem to sell everything you need. Muji translated means no-brand, it’s quality goods brilliantly communicate the idea that simplicity is not merely modest or frugal, but could possibly be more appealing than luxury. They concentrate on the quality and aesthetics of every single thing that they produce, so that no matter what you buy from them, it could be a sofa, a pen or a bag or crisps you know it’s from Muji. It means that they don’t need a logo, they just need an enduring style and philosophy to create brand recognition and loyalty.

Firebox for their unwavering confidence in how they talk to their customers. They tell their story in an incredible way and with complete conviction. From the smallest piece of comms to emails and even their T&Cs, the tenacious tone of voice bursts through. With such a bold personality, you can really imagine the people behind the brand.

Farfetch: Online fashion store that curates designers and clothing from stores across Europe. You find pieces that you wouldn’t be able to in a physical store, and there’s always something different.

It’s got to be Cadbury’s. Not just because almost all of their products (except those with nuts or fruit) are exceptional but because some of their TV adverts are so bizarre that they are forever memorable – take the giant gorilla or the siblings doing the eyebrow dance during their school photo. They achieve amazing results without a chocolate bar in sight!

Definitely ASOS! They were one of the first to add the search by image option and this was a game changer for me. The app has always been so user friendly and the ease of returning items makes it almost impossible not to shop.

I’ve always admired what a complete brand Lynx was (for a while). It knew its audience, their mindset, humour and motivations, and its place. And it built brand cues for all the senses – you could recognise the smell, the sight, the shape, the identity, the ad style and slogan and even a brand sound (remember bau-chicka-wow-wow?) Shame it tried to grow up, really.

I’d have to say Thread.com. They built the clothing service I needed. Great range, slick, personalised user experience, and seamless end-to-end service. They use all the strengths of online retailing and avoid all the pitfalls.

It just has to be Apple I’m afraid. I’m an absolute sucker for the new products and love the feel of peeling back that plastic on a new product. I love how they introduce products, explain key differences and even admire how they’ve gone about the recycling and eco aspect of their product development. Committing to be completely carbon neutral for a company that size is a step we can all learn from.

I love shopping on Amazon. Who doesn’t? Prime has just made normal shopping seem so pointless and they know it. Unfortunately.

Patagonia: As a sporty & outdoorsy person, I love the quality of their products but more importantly their focus on using the best materials, repairing & recycling because they want to protect the planet we live on. They owe their success to having fun & solving environmental issues. That’s a yes from me!

Amazon: Perhaps controversial but they have pioneered the shopping experience, through being able to buy almost anything, next day delivery with Prime, Gift wrapping, TV & next drone delivery!

Absolut Vodka for their simplicity. The shape of the bottle is enough and they use it across all their advertising. It has the freedom to be cool and flexible, so they can implement it in anything.

Koi Footwear are a Manchester based vegan footwear brand. Their promise of vegan fashion comes with great quality and unique style while retaining a competitive price point. I find myself going back again and again.

“Under Armour specialise in performance clothing. They have a bold vision matched by a seriously brave strategy. Signing-up a host of sport stars early on in their career who are now at the top of their sport (Jordan Spieth, Steph Curry, Michael Phelps and Anthony Joshua), they’ve made a serious dent in Adidas and Nike’s dominance of the sport and fitness category. Their advertising is striking and memorable and the clothing has the right mix of technical excellence and style to boot.”

“Finisterre. Okay, not that local (they are based in St Ives), but Finisterre is a manufacturer and retailer of innovative clothing intended for use by cold-water surfers. The brand prides itself on using responsibly sourced fabrics and there is a real no-frills, honest approach to the thinking behind the designs and purpose of each piece of clothing. You can sense the passion for what the business stands for and the coats in particular are incredibly lightweight, warm and well-made. I’ve no doubt the in store experience would be a good one; shame they are all by the sea (and in London, obviously).”

Apple, because they have one look and completely own it. I love the simplicity of their photography and consistency of their advertising. You see something by Apple and you know it’s by Apple.

There’s nothing about John Lewis that I don’t like! I love their Christmas campaigns and look forward to them every year. Their Design Project series is so innovative, and the online experience is just as wonderful as the instore experience. You walk into a John Lewis store and you know where you are. Plus, you have an automatic trust in every field they expand into, whether it’s glasses or holidays.

I’ve always been a huge fan of Waitrose. I love the provenance, people and the way they leverage their people. The magic of the beautiful products shines through as well as their amazing service.

I just love ASOS. The whole user experience is fantastic, from their product choice to the delivery. They’ve got great service down to a T.