She left her well-paid, high-flying career to realise a dream.

Now Amanda Evans, owner of designer children’s wear store Your Children’s Wardrobe, couldn’t be happier with her decision.

The former marketing professional, who lives at Clayton West, sells a wide range of European designer fashion labels both online and at her well-stocked shop at Wakefield Road, Denby Dale.

Barnsley-born Amanda has sent orders for raincoats, party dresses, tops and jeans to customers as far away as Canada and Hawaii while the inviting store – with its collections of fashionable designer wear – draws families looking for something special hundreds of miles from places like Leeds, Hull and Nottingham.

Says Amanda: “The shop was built by a local GP, Dr Warner, for his wife. She opened it as a babywear shop selling baby clothing on the ground floor and doing portrait photography for babies on the first floor.

“We still have some of the photos from over 20 years ago in the basement! So the building has always been a children’s and babies clothing shop.”

The shop was called The Pied Piper when Amanda bought the business for cash in 2010.

Says Amanda: “We realised we needed to rebrand the shop and we decided to call it Your Children’s Wardrobe because it does exactly what it says on the tin.

“My mother and father helped me a lot and now I have two part-time staff.

“I continued my ‘day job’ at first, which was quite hard going. But now I am doing something I absolutely love. I love clothes and I am interested in them.

“I enjoy finding new brands, particularly for boys, who always seem to have less choice than girls.”

The shop stocks designer brands for children from babies to teens.

Some of the international brands, such as French favourite Maison Jean Bourget and Oilily have been around for decades and people are willing to travel great distances to get them. There are also up-and-coming brands such as ilovegorgeous.

“We have kept a lot of the brands that were here when we took over the business,” says Amanda.

“There are also brands I used to wear as a child. We get grandparents who used to wear certain brands and are now buying them for their grandchildren. There is often an emotional link.”

Amanda grew up in Barnsley, where her father was in business. She did a degree in business studies and marketing at Leeds University and gained a Chartered Institute of Marketing post graduate diploma.

Amanda worked for NatWest Markets, the bank’s merchant banking arm, in Leeds before joining BT Global in 1997.

Based in London, she worked on projects with BT’s global customers, including Shell, Coca Cola and GlaxoSmithKline, before moving to BT Cellnet as it was transforming into O2. There she worked on a project to inculcate the O2 way of doing things among the BT Cellnet staff.

Amanda Evans - Your Children's Wardrobe in Denby Dale.

Amanda climbed the corporate ladder to become a commercial manager for airtime at O2 working on the mobile top-up system.

“It was one of the very few projects in mobile technology where we worked with other operators to agree on a common customer experience regardless of which operator they were using,” she says. “It was an exciting time.”

Amanda became pat of O2’s executive development programme and won a clutch of internal awards.

Her last job in the corporate world saw her heading a team of sales people and going to America to work with manufacturers of the latest Blackberry – now superseded by the iPad.

But having lived and worked in London for some years, Amanda returned to Yorkshire with her partner, Ian, before having their son Seth.

Leaving corporate life to spend more time with Seth and allow her to take him to school each day, Amanda saw the opportunity to work for herself.

“I wanted to do something completely different,” she says.

As owner of Your Children’s Wardrobe, Amanda hasn’t left technology behind. Setting up an online “shop” was always recognised as vital to get the business into the wider public eye and she devotes a lot of her time to the online side of the business.

“Customers are the number one priority,” says Amanda. “Every customer has to be treated equally and that means we have to be consistent.

“Our customers range from ‘brand fans’ to people who just want their children to be dressed in something that looks age-appropriate.

“People want their children to have something that’s different to everyone else. “

A background in both sales and marketing – and a strong focus on the information and communications technology industry – meant Amanda was well-placed to make her business venture work.

“My aim is for everyone to leave the shop delighted with their purchases and the service,” she says.

“Supplier relationships are also very important to us. We work with them and provide feedback from our customers about what people like and don’t like. They value what we have to say.”

Amanda has also raised funds for Kirkwood Hospice and supports the Huddersfield Town Foundation ladies’ luncheon catwalk show. The next fashion show will be held on Friday at 2pm at the John Smith’s Stadium when My Children’s Wardrobe will be taking part.

Although work keeps Amanda busy, she says; “As a family, we like to escape when we can.

“In the summer, Seth plays cricket for Upper Denby and in the winter he plays football with Skelmanthorpe Juniors. I like to support him from the sidelines.”

Amanda is also a governor of Cawthorne Primary School – a role she takes very seriously.

But work is never far away. “With social media, people expect an instant response,” she says. “If they don’t get it, they will go somewhere else. It means there is always something to do.

“But it is a competitive market out there and we have to differentiate ourselves. The only way we can do that is by the service we offer.”

Amanda Evans

Role: Owner and founder

Age: 46

Family: Partner Ian and son Seth, eight

Car: Volkswagen Polo – but my ambition is to have a Bentley!

Holidays: I have travelled all over the world, but now we enjoy family holidays on the North Yorkshire coast

First job: I had a Saturday job at Frank Bird’s traditional menswear shop in Barnsley

Best thing about the job? Delighting customers. If you don’t love the customers and the brands, you may as well give up

Worst thing about the job? There aren’t enough hours in the day. It doesn’t all stop at 5 o’clock when we lock the shop door

Business tip: Plan thoroughly and do your research. It is so important to have a plan – and that plan will constantly evolve and change

Work: Children’ wear retailer

Site: Wakefield Road, Denby Dale

Phone: 01484 865458