Meet Daniela

We were lucky to catch up with Daniela recently and have shared our conversation below.

Daniela, thank you so much for joining us. You are such a positive person and it’s something we really admire and so we wanted to start by asking you where you think your optimism comes from?

Optimism, for me, is a form of faith. When you have a business, you need that—whatever you call it—because it’s what keeps you going, helps you hold a vision, and allows you to grow. Without optimism, you simply can’t be an entrepreneur. You need to be a dreamer to move forward, to wake up every morning ready to overcome challenges and push through the hard moments.
It took optimism for me to leave Brazil at such a young age, to search for a better future overseas—first modeling in Asia from 18 to 30, and later moving to a tough city like New York to build Harmonia in my thirties. Now, as a mother, I juggle business and motherhood by staying optimistic and focusing on the blessing of having more time with my baby because I have my own business instead of a regular job.
I was optimistic enough to keep trying for this baby for eight years until she finally arrived. And I believe the business journey I also create pieces with happy occasions in mind, and I believe people buy them expecting those moments.

Thanks, so before we move on maybe you can share a bit more about yourself?

I’m the founder and creative director of Harmonia NY, a New York–based brand that blends festival culture with high-fashion craftsmanship. Before becoming a designer, I worked internationally as a model for more than a decade, and that experience shaped the way I approach fashion — I create through imagery.
Harmonia is known for its mirrored textiles, metallic finishes, faux-fur, catsuits, and statement accessories. The aesthetic mixes futurism, tribal elements, and luxury — the kind of pieces that transform someone the moment they put them on. What feels most exciting to me is seeing people express their identity with complete freedom through my work. Even though many of our pieces are bold, I design them so they can be reimagined and re-worn in different ways. That’s why our photoshoots use minimal makeup and focus solely on the clothing: I want the wearer’s own creativity to take over.
I’m hands-on in every part of the brand — design, sourcing, production, creative direction, and the in-person experience in our NYC showroom. Harmonia started on Etsy and grew into a global brand worn by festival creators, artists, and celebrities, including clients who shop custom pieces with us privately. Beyond my exclusive designs, I also curate and source select products for resale, choosing pieces that match Harmonia’s futuristic and expressive aesthetic. Over the years, I’ve collaborated with artisans and designers such as Gustavo Silvestre and BeFlow, bringing unique craftsmanship into our world.
We’re currently in an expansion phase. I’m introducing new collections, refreshing our visual identity, and preparing to broaden our audience through partners like Wolf & Badger. I’m also working on more immersive events in New York and developing new signature pieces in metallics, mirrored fabrics, and sculptural silhouettes.
At its core, Harmonia is about self-expression, transformation, and creating a new aesthetic that people immediately recognize — a world where fashion feels like art, performance, and identity all at once.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

Looking back, the three qualities that had the biggest impact on my journey were visual thinking, resilience, and resourcefulness.
1. Visual Thinking & Creative Direction
My background as an international model shaped my eye. I learned how clothing moves, photographs, and communicates a story. That became the foundation of Harmonia — I design through imagery first. I also believe creativity comes from living life: watching films, going out, traveling, observing people, music, nightlife, energy. That’s where references come from.
Advice: Train your eye. Study visuals, watch movies, pay attention to details around you, and experiment with photoshoots. Creativity grows when you expose yourself to real experiences.
2. Resilience & Long-Term Optimism
My path required a lot of persistence — moving countries young, working across Asia, rebuilding in New York, starting a brand from zero, navigating cash-flow cycles, competition, and growing the business while becoming a mother.
Advice: Expect cycles. Slow seasons, reinvention phases, and uncertainty are normal. Keep moving, set small weekly goals, and don’t interpret slow periods as failure.
3. Resourcefulness & Self-Sufficiency
Harmonia grew because I learned to do everything: designing, sourcing for resale, creative direction, photoshoots, production decisions, customer service, and running the showroom. Knowing each part of the business allowed me to stay independent.
Advice: Learn the basics of every area before outsourcing. You don’t need perfection — you need understanding. The more skills you collect, the faster you can build and adapt.
In the end, creativity, persistence, and adaptability were the real drivers of my growth. These are the strengths that helped me build Harmonia and keep evolving the brand.

How can folks who want to work with you connect?

Yes — I’m open to collaborations, and I’m also looking for the right partner to grow with. I’ve built Harmonia independently, and I’m at a moment where I want someone who understands both the creative pulse of the brand and the structure required to scale it.
I’m looking for a partner with real experience in elevating fashion or consumer brands — someone who understands production cycles, margins, and brand identity. Harmonia has a strong aesthetic foundation, and with the right strategic support and financial investment, I’m ready to expand it into a full lifestyle brand: fashion, accessories, experiences, and everything that exists in this futuristic, expressive universe.
And honestly, everyone is chasing tech investments right now, but people forget that some of the world’s wealthiest individuals built their empires through fashion and consumer brands. There is real longevity — and real cultural power — in this industry.
For potential partners who feel aligned with this vision and want to explore a deeper conversation, including investment, you can reach me at [email protected] or on Instagram at @harmonia_ny.

Image Credits

for the pregnant shot please add Photographer Jessica Elbar
for the other photos photographer Felicia Abbas