October 30, 2019

Behind The Brand is our franchise that features the collections, ethos, and stories of brands included in the Box of Style.

Something magical about jewelry is its chameleon-like ability to blend in alongside any outfit. In particular, a statement necklace (like the Elisa collar in our Box of Style), shows up for casual and elegant ensembles alike, ready to rock with a mix-and-match assortment or as a singular standalone piece. And perhaps that’s the philosophy behind cult-favorite label DANNIJO, celebrated for their over-the-top baubles and clothing pieces that are gobbled up by the fashion crowd like candy. Today, we talk with Danielle Snyder and Jodie Snyder-Morel, the sister brains behind the brand, about all things DANNIJO.

Box of Style: How did the brand get its start? Is there an anecdote that embodies why you launched? 

DANNIJO: DANNIJO officially launched in 2008, but our love for design, jewelry and vintage started at a young age. We used to devour our mom’s jewelry box and play dress up in her statement clip-on earrings, dig through her 70s belts and borrow from our dad’s collection of watches. We grew up in Jacksonville, Florida, and taught ourselves how to make jewelry by using our cardiologist father’s medical tools. It was a hobby that we enjoyed doing together as sisters, and it (jewelry making) eventually became a fundraising vehicle for a non-profit Danielle co-founded -- an organization that fundraised for grass roots initiatives in Africa.

After returning from a trip to Kenya, Danielle co-founded LWALA -- Live With A Lifelong Ambition -- a non-profit that inspired young people to use their passions and talents to impact change. Danielle was determined to raise awareness for the first community health facility in the tiny village of Lwala, Kenya. We designed a capsule jewelry collection for the organization that garnered a lot of attention. The non-profit was a huge success and the first Lwala hospital opened. Danielle was really inspired by her time in Kenya and the powerful, colorful jewelry of the Maasai tribe when inspired DANNIJO’s early collections.

 Box of Style: What was the inspiration behind the creation of the necklace in the Box? What inspired the design? What is special about it?

DANNIJO: The gold pendant Elisa necklace features a classic gold link chain and architectural pendant. We wanted to create a more modern-day statement version of the dainty gold coin necklace Jane Birkin paired with her simple white tee and jeans -- a reference image we often include on our mood boards. The Elisa is a classic silhouette that can be worn alone or layered with other gold necklaces and it elevates any look. Most importantly, it’s designed to be effortless and easy. It’s a necklace you can throw on before running out the door and know that your look is complete.

Box of Style: What about your brand is unique/most exciting to you and why? What three words best describe your brand?

DANNIJO: We take a lot of pride in the fact that DANNIJO isn’t just a powerful fashion brand, it’s a community of sisters. Over the last decade, the sisterhood has authentically evolved and grown into an incredible and loyal community that continues to inspire us and remind us why we started DANNIJO in the first place -- an act of injecting beauty into the world together as sisters and having fun along the way.

Three (Four) words to describe DANNIJO: je ne sais quoi.

Box of Style: How do you recommend styling the necklace for day and night?

DANNIJO: We love styling the necklace over a white tee layered with other gold chains or wearing it with jeans, a button-down and blazer for a polished day look. For night, we love it paired with a hand-dyed slip dress and boots with a chunky sweater tied over the shoulders or across the body. Add a lip like the Marc Jacobs gloss -- also featured in the Fall Box -- and you’re good to go.

Box of Style: Why are you excited to be a part of Box of Style? What are your favorite features of the service?

DANNIJO: We’re so happy to be included in the Fall Box of Style.  We love how the Box is curated and edits down the items women will get the most use out of in any given season. It’s important for women to treat themselves and the box delivers the season’s best items for women to feel and look their best.     

Box of Style: Heading back to work after the summer is always a struggle. How does your product help people with the transition to Fall?

DANNIJO: The necklace is perfect for that time of year when we’re at a crossroads with our wardrobe. It will elevate your go-to basics. Pair it with a simple button or over a turtleneck. You can do no wrong because it’s a classic. 

Box of Style: What is next for your brand?

DANNIJO: DANNIJO 2.0 will continue to celebrate community and stand by its mantra of community first, commerce second. We’re launching the DANNIJO uniform – which began with the perfect slip dress -- a resort-leisure range of basics that women can take from day to night and from season to season. Stay tuned for what’s to come.


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