If there is a silver lining in the worldwide pandemic and self-isolation is that it’s given us much more time to reflect. As I work away from home in my PJ’s and my hair in a messy bun, I can’t help but entertain these existential questions (I’m not trying to be a downer here, I promise!). Am I living my life to the fullest? Is this what I’ve always wanted to do? And I KNOW I’m not alone. If the answer to such questions is no… what’s holding us back? If I had to guess, I’d say fear.
If fear wasn't in your way, what would your life look like right now? Well, for sisters Danielle and Jodie Snyder, the co-founders and designers behind DANNIJO, the answer is clear - they created DANNIJO (duh!). There are so many things I love about this brand - I’m sure y’all have seen the bold jewelry and gorgeous slip dresses (swoon...). How can you not fall in love! But beyond the sparkles and sexy slips, Jodie and Danielle's FASHIONTale is one of fearlessness. Read on!
The Snyder sisters grew up making jewelry. They even had a little boutique in Jacksonville for a while and when Danielle founded a charitable organization called L.W.A.L.A. (Live With A Lifelong Ambition), the sisters created a capsule jewelry collection as a fundraiser. But it really wasn’t until when both sisters were FIRED from their jobs that they decided to start DANNIJO. The Snyder sisters could have easily talked themselves out of this. After all, this was right during the 2008 recession and the sisters were living in NY, one of the most expensive cities in the world, at the time. But without any excuses, safety net or a backup plan, they did it anyway.
From the very beginning, the Snyder sisters never played it safe. They stuck to their true selves and created bold, statement jewelry when many jewellers were producing dainty pieces. This is one of the many takeaways from their tale: you can only stand out by being true to yourself - there's only one of you in this world with your exact traits, experiences and DNA and you were meant to shine in your own way (like a gorgeous DANNIJO piece!)
"Put yourself out there. It's the scariest thing to do but ... let your fears down and go after what you want" - Jodie Snyder
So, off they went and their first account became... none other than Bergdorf Goodman. Before you start making assumptions that they had insider connections, blah, blah, blah, let me stop you there and say they made it happen. As they were leaving a meeting with their accountant, they got into a cab, cold-called Bergdorf’s assistant buyer and went straight to meet with her and well, the rest, as you know, is history. This is INSANE! Who cold-calls Bergdorf Goodman? The brave, that’s who.
DANNIJO started out with a bang and well...it grew with a bang! This has got to be one of my fave tales: one night when Danielle was out and about, she met actress, Milla Jovovich, who liked the DANNIJO necklace Danielle was wearing at the time. Never one to miss out on a golden opportunity, Danielle suggested that she wear it and messengered it to Milla Jovovich's place at 2 a.m.that very same night. And guess who appeared on an interview wearing that necklace the very next day? Milla Jovovich.
Since then, the list of #dannijogirls has grown to include the biggest fashionistas from Beyonce to Blake Lively to Elsa Hosk. The fact that the Snyder sisters have been able to grow DANNIJO organically to what it is today, solely through bootstrapping is, well, quite remarkable. But at the same time, it's not surprising at all given that it is the fabulous and fearless sister-duo Danielle and Jodie Snyder who stand behind the brand.
Now ask yourself: where would you be without fear?