Jewelry designers Danielle Snyder and Jodie Snyder Morel have been darlings of our industry practically since the day they launched Dannijo in 2008. The sisters have become known not just for their charisma, but also their beautiful, limited edition designs, all of which are produced in responsible manufacturing facilities with an artisanal, timeless appeal.

Their journey to jewelry design is fascinating: the two taught themselves wirework using their cardiologist father’s medical tools. The childhood hobby became the foundation for their jewelry collection.

We checked in our newest Retail Lab residents at Cadillac House to talk about Dannijo’s ethos, what it’s like to work as siblings, and the importance of sustainability and philanthropy.

Tell us a little about the story behind Dannijo. Where did the idea to start an accessories brand come from? How did you guys put those wheels in motion to make it happen?

Danielle: We grew up in Jacksonville, Florida and were creative from a young age. We used to play with our mom’s vintage jewelry collection and dad’s medical tools — he’s a cardiologist — and we used his tools for jewelry making. Jodie studied business and PR at University of Florida and I studied Psychology and Spanish at Vanderbilt. While in college, I co-founded a non-profit that fundraised for grass roots initiatives in Africa. In 2006, I went to Kenya and made a mini documentary about a rural village called Lwala – the village was estimated to have a high rate of HIV infection and no nearby hospital. We used the documentary to fundraise for the community’s first health facility. We produced a series of fundraising galas in Nashville and New York and incorporated music, film and fashion into the fundraising experiences. Jodie and I designed a jewelry collection inspired by my time in Kenya to help fundraise. The bright colors and statement jewelry of the Maasai tribe inspired our iconic bib collection which we popularized on social media with the hashtag #putabibonit . We launched our line Dannijo in 2008 in partnership with Bergdorf Goodman. Beyonce was one of our first customers and she bought a statement necklace of ours at Bergdorf’s. Other early supporters of the line included Natalie Portman, Rihanna and Kim Kardashian.

As sisters, what is it like to work with each other?

Jodie: It’s incredible. We’ve been in business together for 10 years and still share a desk. There’s never a lack of passion which can make things stressful but also incredibly rewarding. We wouldn’t have it any other way.

What’s the most exciting aspect about having a store location?

Jodie: We get to show the world our vision for the brand in real life. We’re excited to see our customers interact with the brand – the jewelry, the vintage, us! – and experience it on another level.

What’s your ideal store atmosphere?

Jodie: Cozy, welcoming, uplifting, enchanting and vintage inspired.

Tell us about the motif behind the store design. What inspired you and how did you curate the space?

Jodie:  We’re obsessed with all things vintage – furniture, wallpaper, clothing. We love nostalgia and sustainability. We’re living in an age of fast fashion. We wanted to create a space that lets people slow down and experience our story and aesthetic in honor of our 10th year anniversary. We’ve curated iconic Dannijo statement pieces and juxtaposed them with a curated assortment of vintage clothing (slip dresses, denim jackets and even kids’ vintage items).

What do you hope to accomplish during your Retail Lab residency?

Danielle: We hope for our community to be able to experience our brand on a more personal level –touch the products, customize our curated vintage clothing and style their pieces in a way that makes them feel special and beautiful. Most importantly, we want everyone who walks into the space to walk away with a piece of our brand’s soul.

Any favorite in-store items that we can look forward to?

Jodie: Floral jewelry, stackable silver cuffs, pastel slip dresses, and Jane Birkin-esque basket bags.

It’s your 10-year anniversary. What changed since you started out? What are your future goals?

Danielle: Everything has changed. We’re focused on repositioning the brand, moving direct-to-consumer. While fashion trends live and die at the pace of social media, we want Dannijo to remain timeless. And fun as they are, we don’t want to be dependent on social media platforms alone for building our community.

Our network of inspirational and influential friends is unique. These women are part of the Dannijo fabric. We’re now leveraging that community with interviews and other original content on our World of Dannijo editorial platform. We want our customers to find more than product when they visit our site. We want them to feel inspired by and included in the Dannijo universe. We’ve hired former BoF Managing Editor Tamara Abraham as our Editor-in-Chief. She’s leading the charge on the World of Dannijo editorial. So far, we’ve done interviews with Misty Copeland, Sofia Sanchez de Betak, Jenné Lombardo, makeup artist Mari Shten and Lingua Franca founder Rachelle Hruska Macpherson.

Vintage is a big part of Dannijo. Can you talk about where your love for vintage comes from and how you source pieces?

Danielle: We love that it’s sustainable and tied to a person, place and time. It’s powerful. Wearing vintage that you feel good in makes you feel confident and unique. It’s a passion we’ve had since we were young and it only continues to get stronger. We go to fairs all over the world and collect garments from our travels as little reminders of where we’ve been and where we’re headed.

What words of advice do you have for aspiring designers?

Danielle: Follow your passion. You define what success means to you. Don’t live someone else’s dream –live yours. Surround yourself with good energy and positivity. If something isn’t working, pivot and evolve. Have a point of view. Use social media to tell your story and connect with other like-minded entrepreneurs. Remember, lighting another candle doesn’t take light away from yours.

Describe the Dannijo brand in three words.

Danielle: Passion. Power. Statement.