As Seen on the Today Show: DANNIJO Jewelry

When we fall for a piece of jewelry, all the work that went into creating it is the furthest thing from our minds. But the Today Show’s peek at the designers behind DANNIJO jewelry illustrated what goes into making those favorites, from the first sketches to those covetable pieces that make their way to Shopbop. (Hint: it involves cramped quarters, harried phone calls, and sorting through vast roomfuls of raw materials.)

Co-founded by sisters Danielle and Jodie Snyder, DANNIJO began as a brick-and-mortar store in Jacksonville, Florida, before the duo took their chance in the big city and launched their line in New York in 2008. DANNIJO jewelry is a reflection of the sisters’ personalities: ladylike, sophisticated Jodie is seen in classic, feminine pieces, and Danielle’s vivacious, bohemian sensibility is reflected in eclectic, whimsical designs. A true creative endeavor, the line is a collage of rough-hewn stones, chains, and studs contrasted with floral motifs and dainty rose gold, hitting the spot between edgy and feminine and letting every fashionista express her unique personality.

--Tonya