One of my favourite places in the world to be is Panama, having lived there for seven years! A couple of years ago, I noticed that one thing missing from the burgeoning Panamanian economy was British fashion. Many major American and Spanish fashion lines were already investing in locations there, but as a proud Brit, I was disheartened by the lack of British brands.

When I want something, I make it happen. So upon returning to London, I walked up and down the King’s Road asking within some of my favourite shops if they were interested in expanding into the Panamanian market, of which of course, I waxed lyrical for all the incredible benefits the Panamanian market offers (more of that for another blog!).

The only store that showed real interest was Ted Baker. I felt something different about Ted Baker from the moment I walked in; the atmosphere, the attention of their personnel, there was a certain je ne sais quoi, a buzz that generated a real sense of excitement to be there. This was the beginning of my love affair with the “No Ordinary Designer Label.”

The company was very receptive to talking further, to understanding the opportunity and the vast Latin American market as a whole and getting their brand into Panama as the first step, and so during the next year or so, we built a relationship. I introduced them to a client of mine in Panama who already imported a number of brands from the USA and who would eventually become their Local Strategic Partner. They began collaborating and working on opening a Ted Baker location, and got involved in Britain in Panama Week; an annual event organised by the British Ambassador to Panama, showcasing the best in commerce between the two countries. I also introduced them to the President of Panama highlighting the strategic importance of this connection and collaboration as the pioneering Ted Baker paved the way for opening up further opportunities for pro Panama-Britain relations.

I was thrilled to attend Britain in Panama Week in April 2013 and when I opened up the Ted Baker marketing brochure for their Spring/Summer collection of 2013, I almost fell over! I couldn’t believe what I saw. My stepfather’s house was the location of the entire photo shoot for that seasons’ collection and I’d had no idea. It was a complete coincidence…or was it a sign of things to come?! I could not believe my eyes, seeing a house I had spent years living in with the Ted Baker label featured there. The photo shoot took place at exactly the same time as my initial conversation with my client about the lack of British brands in Panama! Talk about synchronicity!

Then in May 2014, I did a TEDx talk on the power of Inner Peace, dressed in a Ted Baker dress.

In August 2014, Ted Baker Panama opened its doors and the location has been a smashing success. A few weeks ago, I was back in Panama and had organised a photo shoot for my website, I asked the Ted Baker team if they would collaborate with me for the shoot in lending me some clothes and the answer was a resounding “Yes, of course!”

An article was then also written about me and published in the magazine Mia, in my Ted Baker attire.

My latest collaboration with the Ted Baker label has been the most exciting, because together, we are doing our bit for making the world a better place.

In April 2015, I was honoured to be Ted Baker’s Brand Ambassador at the Annual Raindance Film Festival Ball in support of the Independent Film Trust, which provides training and scholarships for disadvantaged filmmakers and film students, and presented a prise alongside the actress Sadie Frost. I was dressed #TedToToe in Ted Baker, and alongside the actress Sadie Frost, presented a £1000 Ted Baker shopping spree, complete with personal stylist, to a lucky raffle winner.

Lately, Ted Baker has used the hashtag #Pinch_Me in their social media presence. Pinch me is a perfect representation of how thrilled I am to have developed a relationship with this extraordinary brand, and to have helped them expand into the Latin American market.

Ted Baker insists on extremely high quality in its clothes and customer service, with a commitment to attention to detail. Ted Baker employees consider themselves a representative of the elusive Ted himself. So if they are ever in any doubt about anything, they ask themselves, “Would Ted do it that way?” and it’s really as though Ted were guiding them to the proper answer and the best solution. We all have the choice to aim for such high standards of performance and and to generate a sense of inner peace and personal power in our own lives and likewise, we all can seek answers to life’s questions by turning inward for true guidance and strength.

Inspired by their beauty and generosity, I am #TedOverHeals with Ted Baker and I can’t help but borrow their tagline, “No Ordinary Designer Label.”

Amy Hackett-Jones, “No Ordinary Coach”