Jeetly is the first clothing brand that gives petite women the power to decide which clothes get manufactured.

The company has built its own algorithm that allows customers to vote styles in and out. What sets it apart is that it also offers them credit for engaging.Jeetly was founded by former optometrist Jess Jeetly MBE.

Check out our '101 Birmingham and Midlands’ list for more tech stars from the region.

See more of our 101 rising stars of tech here. For more trend-setting businesses and their Tech 1sts, head here.