ALICE HALL is the founder and creative director of Pink Boutique, an online glam fast fashion store. She lives in (and loves) Jesmond. She started the business from her living room six years ago, and now sells more than 2,000 items a day from a warehouse in Newburn. “We do everything from our HQ – including shooting all of our stock in a very girly photography studio and all of our digital marketing,” says Alice. Pink Boutique has two million followers on social media.

Favourite eating place in the North-East

I absolutely love Branches in Jesmond. We wished for more nice eateries for a long time and this restaurant really hits the mark. Inside there’s a huge cream blossom tree and the decoration is so light and bright. The menu has a range of gorgeous dishes from a la carte to fish and chips. Watch out for the ‘Perfect Serve’ XL size gin & tonic – it’s lethal, yet so refreshing.

Favourite shop (other than Pink Boutique.)

It has to be another local goodie. Everyone knows I’m really into my interiors, and Y&L on Brentwood Avenue is accessory gold. From wall-mounted pieces to little gilded pineapples for your coffee table, candles that smell like flower bombs and beautiful gifts, it’s a must visit. I also love it when you can chat to the owner of a store and feel their passion. I’m all about supporting local business and it’s great to see independents doing well.

Favourite day out in the North-East

A spa day at Ramside Hall. Lying back on those loungers and reading a magazine is just bliss, especially now I have a little baby so don’t get to sit still much. The best spa days include food and Ramside have an amazing Asian restaurant so you can pig out after your treatments. The facilities are beautiful too, so clean and that’s a must for me. There’s a big pool so you can do some lengths and feel less guilty about the amount you’ve eaten, and a jacuzzi looking out over beautiful gardens and the golf course.

Favourite North-East landmark

The Angel, of course. Seeing it standing there on my way back from business trips fills me with pride. We’re lucky to have something so recognisable to mark the approach to Newcastle.

Your wardrobe must-have

To be honest, since I’ve had a baby, I’m all about comfort! I love a jersey maxi or midi dress as they’re super easy to wear in the hot weather. Because we’re online, we try to ensure everything has stretch for a perfect fit, and if I’m shopping on any other websites, I always check the composition details to make sure it’s stretchy. Top tip – if it has five per cent elastane or more, it’s usually pretty stretchy.

Your inspiration

I absolutely love Pinterest for getting new inspiration for campaigns. Everything just looks so pretty, even just searching a word like ‘Pink’ is a creative person’s idea of heaven. I love to gather lots of images and then sit down with our designer and creative team and to distil it into a collection.

Your proudest achievement

Having my baby girl Olivia. I always thought having kids wasn’t that hard a job – everyone does it. But wow, I have absolute respect for mums and dads now. She is a little whirlwind, who has changed our lives so dramatically for the better. She’s a bright little thing and I hope she can do anything she dreams of. I’ll be there cheering her on.

Where you like to escape to on holiday

I used to love New York but this was before I had a baby. Now my priorities for a holiday are: all-inclusive, lots of other kids, being close to the room for nap times, and a balcony so we can sit out and chat when she goes to bed at 6pm. Rock and roll.

The best thing about living in the North-East

Everyone is so friendly. Anyone I speak to about the North-East says the same, and you don’t realise until you go down South just how amiable Geordies are. There’s no pushing or shoving, people queue in an orderly line and they say thank you if you let them in front of you. It’s just basic manners, but it’s so important. And of course I love how passionate we are about football – it brings everyone together. We love the Toon.