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Former Marie Claire Fashion Director Lucy Sykes Shills for TJ Maxx

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Lucy Sykes, sister of Plum, designer of children's wear, and former fashion director of Marie Claire magazine, has signed on as the face of discount chain TJ Maxx. She's filming a series of commercials and videos for the store, where she gives viewers major shopping tips, like:

"I think an important tip is: When you see something you love, buy it," Sykes say. "You snooze, you lose."

Wow. Compelling stuff.

· Meet Lucy Sykes [YouTube]
· Lucy's Aha moment [YouTube]
· Lucy's Shopping Tips [YouTube]