Collection Spotlight: Dannijo

When a teenage Jodie and Danielle Snyder starting making jewelery using their doctor father’s medical instruments, little did they know their unique ‘arm parties’ would grace the wrists and more of celebrities, super-star bloggers and international fashionistas.

DANNIJO began as a capsule jewelry collection for Danielle’s non-profit organisation, Live With A Lifelong Ambition, which focused on fundraising for grass-roots initiatives in Africa. In just five years, the brand has grown from a simple idea to generate funds for worthy causes to the accessories brand on everyone’s lips.

Economic sustainability and opportunities for women has continued to influence business operations and to this day, all packaging is handmade in Rwanda as part of their women’s empowerment initiative.

Their online strategy is certainly one to watch too – as sassy and switched on as their blogging cohorts who proudly tout their DANNIJO wears online from Instagram to Facebook and beyond. From monthly online exclusives to a dedicated area on their site for customers to upload their very own arm and neck parties, phone cases and more; DANNIJO have nailed combining their e-commerce platform with a user-friendly experience, rich in stories and inspiration.

For spring/summer 2014, the duo presented their latest collection, Noir, homage of sorts to the ‘duality’ of women, quoted Danielle during New York Fashion Week. Altogether darker tones are paired with pops of spring colour in statement necklaces and thick bracelets formed of geometric shapes.

Irreverent Metal Moments is another recent string to the sister’s bow – collections available exclusively online and refreshed each month. The DANNIJO design process is continual and so this regular offering caters to the moving trend and jewelry desires of their loyal customer base.

Tuning in to their target audience is something DANNIJO have mastered from the start and is perhaps what sets them apart. They know their women well and whilst their accessories are entirely desirable and on the pulse of the hottest developments in style, cut and clarity, their fast-paced offering and marketing strategy allows them to respond to demand before we’ve even realized we’re in the market for something new. Their use of exquisite colour combinations in metals and stones, plus their exciting ‘more is more’ philosophy means the brand is firmly setting jewelery trends rather to subscribing to them.

About the Author

Based just outside London, Sarah-Leigh Bunting is a seasoned editor and marketer, having worked with some of the world's biggest fashion and interior brands and retailers. In 2012 Sarah-Leigh co-founded What Peggy Did Next (, an event and communications agency based in the UK. You can follow Sarah on... Instagram - @sarah_leigh_b Twitter - sarah_leigh_b Facebook -