Written by Charlytte Alexander
Photographs by Crosby Ignasher
With the excitement of SCAD Style underway, Danielle and Jodie Snyder of the DanniJo jewelry collection had a chat with the editor-in-chief of the fashion and shopping website Refinery 29, Christene Barberich.
Eager to get started, Barberich began by asking a traditional question: “Where did you get your start?”
The girls opened up about growing up in Jackson, Fla., and how they taught themselves to wire jewelry with their dad’s metal tools. They had no plans then for an upcoming jewelry business. Danielle went to Vanderbilt majoring in psychology and Jodie majored in PR and business at the University of Florida.
“We worked at this boutique and began selling our jewelry only to realize people becoming emotionally connected to our pieces,” said Danielle and Jodie.
“During the beginning, what criticism did you receive?” asked Barberich.
“Some of the worst advice we received was from our Harvard friend who said ‘don’t start the business,’” they replied. “Bergdorf even said our collection was too edgy.”
Despite the feedback from their peers, they truly believed they had something special to offer.
Jodie Snyder (right) in conversation with Christene Barberich (left).
“We stand for authenticity, personality and sisterhood,” said the Snyder sisters. “It helps the creative process that we offer a dynamic difference of rock and bohemian style. Jewelry is personal. One piece can be worn so many different ways. We promote powerful, strong and confident women.”
Barberich further explained how the roots of their brand can be seen today even if there is some healthy tension.
“We have a strong partnership,” Danielle and Jodie stated. “This is such a subjective field and politics are involved so our goal is to inspire and push people to raise their voices. In our office we have an ‘Open Doors’ policy. We try to provide a lighthearted and open feeling to promote understanding.”
“Since we are sisters we never point fingers,” they continued. “We actually don’t fight about the business but over stupid things like who’s going to pay the taxi this time.”
Danielle went on to say that she believes “if it is not meant to be, something greater is around the corner.”
The sisters love boxing and take their interns boxing to create that close family feel within the business. They take the “art imitating life-branding” approach.
Speaking of inspiration, they look for mentors inside and outside of their field. The Snyder sisters usually don’t look to other fashion houses for inspiration. Their new collection, for example, is inspired by the opposing forces of boxing and the gracefulness of ballerinas.
Danielle Snyder in conversation with Christene Barberich.
According to Danielle and Jodie, social media is this generation’s biggest asset and greatest loss.
“Through social media we can share bits and pieces of our story,” Danielle said, turning excitedly to the audience. “Guys, go follow @DanniJo”
They believe it allows people to see the essence of who they are. There is a sense of vulnerability in the social media because it is out of their control as to what people connect with.
Toward the end of the discussion, Barberich asked, “For the future, what is your goal for extending the brand?”
In response, the sisters stated, “Collaborations are overdone. People can see if the connection between two brands isn’t cohesive. Our partnerships are natural and organic, like our connection with blog enthusiast Leandra Medine of ManRepeller.”
Barberich additionally brought up their celebrity attention. “Celebrities such as Beyoncé who show up to events wearing your necklace must be exciting,” she said.
“There are only a few Beyoncés,” Danielle said, “so we in fact we are just like Beyoncé in that way.”
A common theme among these guests is their passion for doing what they love. It was apparent that they will continue to grow because of their passion. To them it is not work. It is their love.
Click here to check out the Snyder sisters’ jewelry.
