Meet DANA ODEH

We recently connected with DANA ODEH and have shared our conversation below.

Hi DANA, thank you so much for joining us today. There are so many topics we could discuss, but perhaps one of the most relevant is empathy because it’s at the core of great leadership and so we’d love to hear about how you developed your empathy?

Growing up Palestinian and witnessing the challenges faced by my own community taught me early on that every person carries a depth we don’t always see. Living in different countries, meeting people from diverse backgrounds, and experiencing both comfort and hardship helped me understand how universal human struggle, and human strength, really is.
But working closely with refugees through Rock n Shine is what truly deepened that empathy.
Listening to their journeys, understanding their strength, and seeing how meaningful work restores confidence and dignity, it made me realize how vital it is to support people in ways that honour their identity, not just their skill.
Empathy grew in me through connection, through the hands that craft our pieces, the faces behind the embroidery, the voices that share hope even in difficulty.
These conditions, my heritage, my experiences, and my daily interactions with the remarkable people behind Rock n Shine shaped the way I lead, build, and dream.
They taught me that empathy isn’t just a feeling. It’s a responsibility.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

I’m the founder of Rock n Shine, an e-commerce platform dedicated to curating meaningful fashion and accessories crafted by skilled artisans from under-resourced communities. My work focuses on bringing beautifully made, purpose-driven pieces to customers while ensuring every purchase creates dignified income and real impact for the people behind each item.

What excites me most is that every brand we carry has a deeper mission. From hand-embroidered pieces created by talented women in Jerash Refugee Camp, to recycled-plastic sunglasses handmade by artisans in Jordan, to ocean-waste eyewear from Spain, to Bedouin-heritage woven bags, each product blends quiet luxury with human impact.
One of our most recent and special collaborations is with MADE51, the UNHCR initiative supporting refugee artisans globally. Through their Peace and Holiday Collections, featuring beautifully crafted ornaments, soft toys and bracelets, we’re able to give a platform to refugees rebuilding their lives with dignity and stability. It’s an honour to share their craft with a wider audience.

Rock n Shine is also the official distributor of SEP the Brand, a certified B Corp known for its exquisite hand embroidery. Showcasing their work has been one of the most meaningful parts of this journey.

As we continue to grow, I’m focused on expanding our online presence with new collaborations, seasonal collections, and more purpose-led brands that align with our mission. We’ve also been introducing playful, impact-driven pieces for kids and families, which has opened a beautiful new way to connect with conscious shoppers.

At its heart, Rock n Shine is about making purpose visible, celebrating craftsmanship, preserving heritage, and empowering communities through meaningful fashion. It’s a journey of connection, creativity, and genuine impact, and I’m excited for what’s ahead.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Looking back, the three qualities that shaped my journey the most are resilience, purpose-driven vision, and relationship building.

My path has never been linear, relocating across countries, shifting careers, rebuilding networks, and later entering the world of impact-driven fashion from a finance background. Resilience helped me adapt, start again, and turn each challenge into a stepping stone. My advice: don’t fear starting small or starting over, growth happens when you stay consistent even when things feel uncertain.

Rock n Shine was born from a place of meaning, wanting to bring dignity, visibility, and opportunity to artisans who deserve platforms, not pity. That clarity guided every decision, from working with SEP the Brand and MADE51 to expanding into thoughtful collaborations. My advice: know why you’re doing something, when your purpose is clear, your direction becomes easier, and your work becomes more meaningful.

Every milestone in my journey came from meaningful relationships, connecting with artists, collaborating with purpose-led brands, building trust with customers, and nurturing partnerships that align with our mission. My advice: invest in people, listen, collaborate genuinely, and treat every interaction as an opportunity to build long-term connection. Relationships are the foundation of any lasting brand.

Do you think it’s better to go all in on our strengths or to try to be more well-rounded by investing effort on improving areas you aren’t as strong in?

I’ve learned that leaning into your strengths is far more powerful than trying to become perfectly well-rounded. For me, the things that moved Rock n Shine forward weren’t the areas I tried to “fix,” but the strengths I chose to amplify, purpose, empathy, relationship building, and the ability to see value in places others might overlook. Those are the things that came naturally to me, and the more I embraced them, the more aligned and authentic my work became.
Of course, I’ve had to improve certain skills along the way, especially when running an e-commerce business, but I improved them only to the level I needed, not to the level of becoming an expert in everything. When I tried to be “good at all of it,” I felt drained and disconnected from the parts of the business that I genuinely love. But when I doubled down on what I’m naturally strong at, finding purposeful brands, connecting with artists, learning about their journey, and building genuine relationships, the business grew in a more meaningful and organic way.
I’ve seen this play out many times. For example, when I first moved countries and had to rebuild from scratch, I didn’t succeed because I suddenly learned new technical skills. I succeeded because I leaned into who I already was, someone who knows how to connect, stay persistent, and create something out of passion and purpose. Those strengths carried me every time.
So my view is simple: strengthen what already comes naturally to you, and don’t drain your energy trying to change your nature. Fill your gaps with the right support, but build your path on your strengths. That’s where your true self, and your impact truly live.

Contact Info:

• Website: https://rocknshine.me/
• Instagram: https://www.instagram.com/rocknshinewithdana/
• Linkedin: https://www.linkedin.com/in/dana-odeh-356663370/