Another woman who's lost 10 kg over here.
For me, the key (apart from exercise) was a drastic change of diet rather than eating less. I love food and I'm prone to comfort eating so I need to be able to indulge. The trick has been to reengineer my habits (and, admittedly, my taste buds) toward indulging in low-calorie foods. Basically, I eat a lot of vegetables, mostly in the form of salads. Salads can be excruciatingly dull or utterly delectable (CzeCze's point about taste applies here); it's a question of combining the right vegetables, lots of herbs and spices, some other taste givers including high-fat ones (e.g. sundried tomatoes, capers, nuts, seeds, dried fruit, olives, cheese) and a little bit of e.g. oil or low-fat yoghurt dressing. When you eat the right salads, you get to eat so much and feel so full that you hardly notice you're on a diet. (Well, not after the taste bud reengineering, anyway. )
Another thing that is helpful is to find low-calorie comfort foods. As I write I'm snacking on my staple, namely frozen corn (yes, I know, it's weird ) which is really an ideal snack (not that I'm expecting to win anyone over ) since it takes time to eat and thus satisfies the oral fixation. Relatively harmless snacks ftw!