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Who is Sally Allen?

Double award winning businesswoman Sally Allen-Gerard originated the premium British designer jean brand ‘Wizard’ in 2009 and entered the market with a soft launch in January 2010. As a great lover of jeans and always looking for the 'perfect pair' and never quite finding them, Sally spent two years researching fabrics and technologies to fulfil an ambition to come up with jeans that really enhance a woman's shape. After refining two different processes/technologies, Sally established Glamour2Go, the company behind the Wizard Jeans brand.

Sally says "We were keen to develop a technology which would help women feel comfortable in their own skins by increasing their confidence and lifting their self-esteem. It doesn't matter how old you are - we all want to look better, slimmer and younger – and most importantly, fashionable! Then - due to the success of the jeans for women – we launched a special ‘Wizard’ jean for men with Ricky Whittle when he won ‘The Wizard Jeans Rear of the Year 2010’ – and since then WJ Wizard Jeans by Sally Allen have proven to be a tremendous success with men too".

The unique WJ Wizard Jeans by Sally Allen© bonding technology works in the same way that many years ago a ‘roll-on’ used to, but better and much more comfortable – it holds you in, lifts you up but with maximum comfort and effect. The Daily Mail referred to it as being like 'denim Spanx'. The Wizard range also features styles without bonding and they all benefit from very high quality cut and 'pocket control' to achieve a similar look of a flattering silhouette.

With particular attention to cut, design, high quality and fashion, Wizard Jeans are popular across the generations and for both sexes. They are the perfect way to look fantastic in jeans at any age – and to also meet the demands of the fashion conscious.

Anton du Beke and Carol Vorderman Wizard Jeans Rear of The Year




















Sally adds, “In 2010, we were delighted to sponsor the 'Wizard Jeans Rear of the Year' competition, and the winners Fiona Bruce and Ricky Whittle showed off two great examples of a perfect rear! The 2011 winners – Carol Vorderman and Anton du Beke, also generated a vast amount of publicity for the brand – even extending as far as the LA Times in USA. In our last year of sponsorship the 2012 winners were Shobna Gulati and John Barrowman - so we finished with two wonderful examples of perfect bottoms and please check out the wonderful video of John Barrowman winning the award, which you can access on the home page of our website - hilarious!"

There are no barriers these days to being able to look your best if you take time and trouble choosing what to wear. If we take a leaf out of the book of the great Coco Chanel, who said “Fashion changes, but style endures” we won’t go far wrong. The importance of cut is key to looking the best you can – and a good cut never goes out of fashion.

Just remember that you can look great in a pair of jeans at any age – it is not the preserve of teenagers to look hot! Looking good is half the battle to improving self-esteem and confidence – and, after all – we are all aiming to look the best we possibly can – and that’s where Wizard Jeans can help you…

This year we added an exciting new addition is a new ‘bridal/party’ style, GIGI - in stunning white and sprinkled with diamante stones it is already a firm favourite for beach weddings and special nights out. There’s also a new white style for men too, HARRY. Both styles benefit from unique Wizard© body shaping technology which enhances the silhouette as do the majority of the Wizard Jean styles.

The Sally Allen Fashion Collection continues to expand and now includes the massively popular, classy and stylish range of Chanel style jackets in 5 colours and 4 sizes; fabulous fine knit Ruffle Polo Sweaters; chic white Ruffle Shirts, jackets, gilets and many accessories. For the men, in addition the stylish Elite Wizard Jeans there is a Collection of ‘must have’ shirts in sensational colours.

Sally has recently opened a stylish boutique in Torquay offering High Fashion at Low Prices for Men and Women.

Brands include James Lakeland, Monisque Spain, Peruzzi, Sally Allen and Elite Wizard Jeans for men and women plus a fabulous range of Brook Taverner for men.

Sally Allen-Gerard

Founder & Managing Director, Glamour 2 Go Limited

Sally Allen




















Sally's background includes a wealth of experience in the areas of marketing, sponsorship, publicity and international event origination and management for blue chip organisations and an enviable contact list in entertainment, sport, leisure, politics and showbiz.

Following a number of years in banking and three years in Barbados running her own boat and leisure business, in 1983 Sally moved back to the UK and to Lord's Cricket Ground to become Financial Controller for the National Cricket Association – the first ever female executive in cricket!

Throughout the following four years, Sally also pursued marketing and sponsorship activities on behalf of the NCA, and during which time met Roy Mantle with whom she subsequently formed Allen Mantle International (AMI) a sports sponsorship, marketing and PR agency.

In 1992, after five years with AMI, Sally formed Compass PR & Marketing which was set-up to provide a broader service to clients including creating marketing and communication initiatives for brands and services through sports, the arts, leisure, education and charity.

From 1997 Sally worked as an independent consultant through her agency USP Ltd, offering specialist skills to blue chip companies, the media, political and trade organisations, charities, sports governing bodies and the entertainment industry. During this time Sally was responsible for raising the sponsorship money necessary (over £3m) to enable the building of the NatWest Media Centre at Lord's Cricket Ground.

In October 2009, Sally was responsible for bringing President Bill Clinton, 42nd President of USA and Founder of the William J Clinton Foundation, to London to speak at a charity event. Hosted by Sir David Frost OBE, in aid of The Lady Taverners, this event raised a considerable amount of money to help give young people, particularly those with special needs, a sporting chance.

Sire David Frost, Sally Allen, President Clinton

In February 2020, Sally was featured in an article in the Daily Mail entitled 'This is what 70 looks like' where Sally talks about how she keeps herself looking younger and her aim to create clothes that make women over 40 look good and feel confident.


Clients have included:

  • Guinness – Soccer World Cup, Rugby World Cup, Aintree, Cheltenham Festival, Soccer 6, Motor Racing
  • NatWest Bank – NatWest Media Centre at Lord’s Cricket Ground
  • Mitsubishi Motors – Lord’s Cricket Ground/MCC
  • MCC – NatWest Bank, Mitsubishi, Buxton Water
  • HarperCollins
  • Mirror Group Newspapers
  • President Bill Clinton
  • Madeline Allbright
  • Sir David Frost
  • Colonel John Blashford-Snell CBE
  • The Scientific Exploration Society
  • Sir John Mills CBE
  • Francois Pienaar – winning Rugby South African World Cup captain (1995)
  • ITV & BBC
  • Lord Archer of Weston Super Mare
  • Sandals Caribbean Resorts
  • Buxton Water
  • The Football Association
  • The Football League
  • Highland Spring
  • Daewoo Cars
  • Laurent Perrier Champagne
  • Wines From Spain
  • Texaco, Hertz
  • Imperial Tobacco
  • Various charities including Children in Crisis, which she helped initiate and launched for The Duchess of York, The Lord's Taverners, Capital Kids Cricket, Education Extra, Macmillan
  • And many more……

See for brief case studies.

Sally is the Founder and Managing Director of fashion brand, Glamour 2 Go Ltd (trading as Wizard Jeans and Sally Allen Fashion), a Fellow of The Royal Geographical Society and a Fellow of The Royal Society for The Arts.

In 2014 Sally received two business awards - the Venus Devon Lifetime Achievement Award and the Venus Lifetime of Excellence Award at the National Finals. The Venus Awards are dubbed the Working Woman's Oscars!!


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