By Nicola Paul on Tuesday, October 20th 2009, 22:03

Online shopping fans are in for a treat after young fashion designer Jasmine Di Milo launched her new online store this week.

The daughter of Harrods boss Mohammed Al Fayed, Jasmine has worked hard to step out from under the shadow of her father’s reputation, and it looks like all that effort has finally paid off, with celebrity fans including Rihanna and Christina Ricci stepping out in her designs.

Her triumphant return to London Fashion Week this year has shown the designer go from strength to strength, and now an online store seems like a natural progression.

The store itself (www.jasminedimilo-shop.com) is slick and stylish, just like the collection. Strong photographs of the collections with an added zoom feature have the ability to persuade even the most cash-conscious of us to part with our money.

Shoppers can browse by look or by piece, and there’s also a dreambox enabling wish-lists to be saved for future Christmas present hints.  My Christmas list is getting bigger already.