In 1991, after completing industrial design studies at Bezalel Academy of Arts and Design in Jerusalem, Daniella established her brand from her living room, which carries her name.
Daniella searched for a way to express her love for fashion, in combination with her training as a product designer, to find solutions for women like her:
who have good taste, are independent, busy, and love comfort and organization.
Today, the brand operates in Israel through an online store and ten retail stores. In the United States, the brand spreads on 100 points of sale.
Under the creative management of Ori Lehavi, Daniella's son who continued the brand’s work after she passed away, the product lines expanded from bags and shoes to jackets and more fashion accessories.