Jewelry has always been part of Danielle Snyder and Jodie Snyder-Morel’s lives. As kids in Jacksonville, Florida, they would dress up in their mom’s vintage jewelry and make earrings and necklaces using their cardiologist father’s medical tools.
It was a fundraising project that helped the sisters see the potential of a jewelry brand. As a psychology student at Vanderbilt, Danielle traveled Kenya and made a documentary about a village called Lwala, which had a high rate of HIV and no nearby hospital. On her return, she and Jodie designed a capsule jewelry collection to raise funds for the community’s first health facility. The following collection, a series of bib necklaces inspired by the Kenyan Maasai tribe, was a hit, sparking the social media hashtag #putabibonit.
Dannijo officially launched in 2008 in partnership with Bergdorf Goodman. Beyoncé became one of the brand’s first customers when she purchased a necklace at the department store. Other early celebrity supporters included Natalie Portman, Rihanna, and Kim Kardashian.
Ten years on, the brand has evolved into a stalwart of the New York fashion landscape. The Dannijo offering has expanded beyond jewelry to include iPhone cases, hair accessories and vintage finds curated by Danielle and Jodie. This season, the sisters also unveiled their first foray into clothing, a collection of silk slip dresses. Though the brand has grown, the sisters remain as hands-on as ever.
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