To mark its five-year-anniversary, Dannijo, the New York-based trendy jewelry line, is veering into new territory with its first handbag collection.
This story first appeared in the September 6, 2013 issue of WWD. Subscribe Today.
Set to make its debut Monday at its presentation during New York Fashion Week, the Italian-made bag collection includes three clutches, a day bag, two cross-bodies, a tote and a pouch. Each style comprises three to four colorways, and ranges from black and light blue to red and dune.
“Danielle [Snyder] and I felt that over the five years, we’ve built a jewelry brand with a great audience,” said Jodie Snyder, the brand’s cofounder, who said fashion week showgoers would glimpse just a small portion of the bag offering Monday. “Our main focus has been the jewelry. We want to accessorize our customer.”
The collection, which will retail from $495 to $1,295, was self-financed by Jodie and her sister, cofounder Danielle, who added that the new category pays homage to Dannijo’s colorful, modern jewelry collection.
By using pieces from its jewelry collection, including its signature bib necklace, Swarovski Elements and chains, the duo said it has created a textured look that refers to its layered, edgy baubles.
Mixed materials such as denim, mesh, floral lace, smooth calf leather, water snake and African print on cotton also add tactile and visual texture, Danielle noted.
“The materials and hardware will jump out to our cult following,” she said, explaining that the use of color will also resonate with the brand’s consumer.
“We started making jewelry, but these are the bags we want to wear,” Jodie offered. “The same DNA that runs through the jewelry runs through the bags.”
According to the sisters, business has grown approximately 60 percent in the past 12 months. Today, Dannijo is a “profitable, worldwide multimillion-dollar business.”
On average, the company has had annual growth of at least 50 percent, and it is projecting sales to double after the introduction of the handbag line.
Next for Dannijo, which still makes its jewelry in New York, is a store in its hometown, but those plans are still in flux.
More immediate is growing the handbag business, the Snyders said, noting that the product will hit stores in February. In order to celebrate the launch, the brand will debut a viral social media campaign, which will include Instagram.
“The brand has organically grown,” Jodie said. “We’ve hesitated taking on any investors up until now. It’s a huge investment to launch a new category, but we really feel this will expand our brand.”