Danielle Watson has always had a passion for fashion.

Modelling developed her interest, although the 40-year-old from Bradford recalls harbouring a dream of becoming a fashion designer as a child, sketching outfits with her schoolpal. Now she has turned her pastime into a profession by launching an online fashion boutique.

Called Tongues Will Wag, it offers affordable fashion through a variety of on-trend women’s clothing, accessories and statement jewellery for “Women who dress to impress and dare to be different”.

The website is already drawing attention, according to Danielle, who says it has been selected by a fashion blogging company as one of the top ten online fashion brands to watch this year and is being followed on social media by celebrities including Bradford singer Georgia Harrup, a recent contestant on BBC1’s The Voice.

Among the collections are casualwear, party dresses, accessories and jewellery from brands including Jela London, Rare London, CLP, Lili, Sugar Babe, Lexxury, and for summer Ruby Rocks.

“All the products that are on the website have been personally tried and tested by me,” says Danielle, who has included detailed information so customers have an idea of how the garment fits.

There is also a trend section so online shoppers can see colours and clothes currently gracing the catwalks. According to Danielle, floral brights and neons are among the fabric patterns and colour palettes to look out for this year.

Through the site, aimed at women aged 30 to 55, Danielle hopes to encourage women to be confident about their style and to look and feel fabulous.

One of Danielle’s style icons is Sex in the City star, Sarah Jessica-Parker. Danielle’s similarity to the actress, who played New York based fashionista and columnist Carrie Bradshaw in the hit American sitcom led to some assignments as an SJP lookalike.

Danielle, who has an eight-year-old daughter Talula, is also inspired by designers such as Michael Kors, Balmain, Emilio Pucci and Victoria Beckham, and style icons Kate Moss, SJP, Heidi Klum, Alex Gerrard and Abbey Clancy.

Her aim is for her website to inspire women to “look and feel amazing at every given opportunity whether on the school run, going into the office, going to a wedding or on holiday - something that will appeal to anybody”.

For more information, visit tongueswillwagfashion.co.uk.