Co-founded by sisters Danielle Snyder and Jodie Snyder-Morel in 2008, NY-based brand Dannijo has become synonymous with statement jewelry and vintage essentials. And with 10 years of experience, the brand is evolving to include their own collection of ready-to-wear and unique must-haves, like playful '90s-inspired scrunchies, sleek slip dresses and wow-factor tops. We talked to the sisters about the exclusive ShopBAZAAR Hero, their biggest hurdles running a business and what it takes to make it.
What inspired the beginnings of the brand?
We grew up in Jacksonville, Florida. Our dad is a cardiologist and we used to play with his medical tools as kids and eventually started making intricate jewelry with them. We’ve always loved accessorizing with statement jewelry—we used to play in our mom’s wardrobe, which led to our love for all things vintage.
Signature Dannijo design trait?
Bold, vintage-inspired, statement designs…lots of layering, metal and crystals.
What makes the ShopBAZAAR Exclusive so special and the perfect holiday gift?
Floral and lamé scrunchies are our favorite hair accessories to take you from day to night—they always add a touch of glam and playfulness. It completes a look; whether it’s worn in your hair or around your wrist mixed in with an arm-party. It’s also one-size fits all and seasonless, so it’s guaranteed to please.
Dannijo scrunchie set, $78, shopbazaar.com
Shop Now
What’s it like operating a business as sisters?
There’s never a shortage of passion. Every day is exciting and different. Working with each other has been such an incredible experience and we wouldn’t have it any other way. We can literally finish each other’s sentences!
Biggest hurdle you had to overcome to make your business work?
The ever-changing landscape requires that we constantly evolve and pivot the brand to meet the needs of our customers. As the business scales, it requires a lot more capital which can often be challenging for small businesses.
How do you see your brand growing?
We’ve grown tremendously over the last decade and there’s a lot of history. We’re expanding into ready-to-wear which is giving us the opportunity to really showcase how we see our jewelry being worn and styled. It’s enabled us to add a whole new layer to the brand and really bring it to life in a powerful way.
Powerful words of wisdom you received?
Trust your gut and follow your passion.
Favorite style icons?
Kate Moss, Carolyn Bessette-Kennedy, Jane Birkin, Elizabeth Taylor and Lauren Hutton.
5 words that describe the Dannijo customer?
Dynamic, confident, soulful, stylish and kind.
What sets Dannijo apart?
We’re a sisterhood first and a brand second. Our goal is to continue to foster a powerful community and sisterhood of likeminded women who are passionate, driven and kind. We want our community to feel beautiful on the inside and outside and lead with confidence.
