Frustrated by a lack of choice, one footballer’s girlfriend has started her own internet business selling children’s clothing, as Anuji Varma finds out.

She’s a WAG who’s keen to prove she’s not just a pretty face in designer clothes.

Jessie O’Reilly, girlfriend of Aston Villa star Luke Young, is hoping to get noticed with a new internet clothing business aimed at kids.

She set up itsayoungthing.co.uk a few months ago to sell edgy fashion clothes and accessories that are difficult to find on the High Street.

Eight months pregnant Jessie, 24, spotted a gap in the market while shopping for four-year-old daughter Maisie.

She said: “I found there was hardly anywhere that sold the clothes that I liked to dress Maisie in, so I thought I’d set up my own website.

“I was sure there were other parents out there thinking the same thing, so I just went for it. I just didn’t want to sit at home doing nothing,”

Jessie runs the business from the couple’s plush home in Solihull which they moved into last September.

She met Luke, 29, seven years ago through her brother-in-law, footballer Ben Thatcher, when both were playing for Tottenham Hotspur.

“I wasn’t really looking to go out with anyone at the time, but we had fun together and still do,’’ said Jessie, originally from Wimbledon.

‘‘I was quite young when we met but we just got on really well.’’

Right-back Luke moved from Tottenham to play for Charlton, before being transferred to Middlesbrough. He eventually joined Villa last year.

Although Jessie does not design the clothing, she is hoping to do that one day – as well as open a shop.

In fact, she nearly did when she was supposed to appear on ITV reality show WAGs Boutique, but decided to pull out to run the London Marathon instead!

“I couldn’t do both at the same time because I knew that would be too difficult,’’ she said.

‘‘WAGs Boutique was going to take up a lot of time, but so was training for the marathon. Maisie had also just been born then so I also had a newborn to look after.

“Both were raising money for a good cause and in the end I decided to go for the run. There was also quite a big personal achievement involved.”

Now Jessie is going it alone with her own business – with a little help from Maisie.

“When I get new stock, I give Maisie a little glimpse and I can’t resist trying a few of the little outfits on her, too. It’s all for research’s sake!’’

“I can also see what works for other children. Whether or not the garment is wearable and easy to put on is a factor that parents need to know.

“I’d love to open a shop eventually.

‘‘But that will probably happen after Luke retires and we settle down closer to our family.”

The brands that Jessie sells online include Babyjar, imported from LA, No Added Sugar, Finger In The Nose and Amplified.

The clothes are edgy, trendy fashion for youngsters, ranging in age from babies to eight-year-olds. Jessie also sells funky and unusual accessories including umbrellas in which children can store their favourite photographs.

Jessie isn’t the first WAG to branch out into the retail market. Victoria Beckham has her own fashion label and Coleen Rooney has a watch and jewellery range at Argos.

She said: “Running my own business was something that I’d been thinking about for a while.

‘‘I had time off after I’d given birth to Maisie, but when she started to go to nursery I was just itching to do something, but I also wanted to stay at home because I didn’t want to employ a nanny. I love kids’ clothing and thought this website would be perfect.

‘‘Gradually, over time, I built up contact with various suppliers until I reached this stage.

‘‘It’s great running a business over the internet as well because Luke’s job can mean that we move around.

“The business can then be transported as well.

“With a shop I would be committed to an area.”

Jessie has already built up a database of regular customers that have found her website online or heard about it through family and friends.

She also sells funky baby-grows, dresses, jeans, T-shirts, jackets and coats, blankets, dummies, army-print milk bottles and even Converse shoes.

Jessie added: “I really like Birmingham.

“There’s some great shops here and the people are friendly too. I can see us staying here for a while.”