Meet Fiona

Born and raised in Munich, Germany, Fiona started her career in the world of classical music, before naturally progressing into the fashion industry. After over a decade in London, working for some of the biggest names in e-commerce and digital shopping, she launched byFionaWood in the Fall of 2020.

With the aim of inspiring and recommending only those brands and products that have been tried and tested, we have created the ultimate luxury personal shopping service, which operates solely through chat based media - WhatsApp!

Today Fiona enjoys the delicate balance of London’s business bustle and the British countryside with her husband, daughter and golden retriever.

How we can help you

  • We have unrivalled access to the rarest and most unique pieces on your fashion wishlist. Whether you’re looking for a limited runway look, a collector’s piece or your dream Hermes handbag, we’ll track it down!


  • We aim to inspire digitally and in person during one-to-one appointments where we discuss style and trends. We’ll show you how to style and wear your favourite pieces.

  • Invite us into your wardrobe, whether it’s a holiday collection or the mothership at home. We’ll detox, organise and offer our expertise so you know what to invest in next.

  • Whether you’re looking for a trip of a lifetime, a chef for a special occasion, interior or home services or would like to make use of our medical concierge team, we are here to help!

Frequently Asked Questions

  • Quite simply; yes!

    Every we source and sell is either direct from our partners at individual brands, or sourced through our trusted network.

    Each item is thoroughly checked once it arrives in our head-office, and authenticated both in house as well as through a third-party authentication platform. If you would like a third-party authentication certificate, let us know when you place your order, and we will arrange this for you!

  • We provide all pricing in UK pounds (£). If you are located within the UK, prices do not include any VAT payable, but will include import taxes and duties.

    If you are ordering from anywhere else in the world, import taxes & duties are NOT included in the final price.

    Where import taxes & duties are not included in the final price, your order may be subject to import duties and taxes (including VAT), which are levied once a delivery reaches your destination country. Any such additional charges must be paid by you. You should note that customs policies and practices vary widely from country to country. We recommend that you contact your local customs office for information.

  • All secondary market items (sneakers, limited edition pieces, vintage or pre-owned items, and any products (whether brand new, secondary market or pre-owned) by Hermès, Chanel, Goyard or Dior are non-returnable and non-refundable.

    With this in mind, it is incredibly important that you choose wisely, and communicate any thoughts or doubts prior to completing your purchase.

  • If you decide to return any product because you have changed your mind or because the product does not fit, you will only be able to do so to the extent that the return is permitted by the retailer who supplied the item. In some cases, certain retailers will allow an exchange but not a refund, or will only be able to issue a credit note. In other cases, the retailers will accept full returns and refunds within a stated time limit.

    Any by Fiona Wood fees incurred for services or sourcing products are non-refundable in the event of a return, exchange, or refund. Return costs are also not included or free.