The Philosophy
Timeless, chic, bespoke. Safiyaa celebrates femininity and all that makes a woman beautiful with unapologetic confidence. Striking silhouettes in luxe fabrics and rich colours are fused with artisanal craftsmanship to create a demi-couture collection for day to night.
Signature feminine tailoring is as powerful as the eveningwear is elegant. The elements of a woman’s wardrobe are elevated, yet effortless.
Offering a refined aesthetic with a fresh perspective, every Safiyaa piece is imbued with an intriguing sense of confidence based on the guiding principles of enhancing and empowering a woman.
“My goal is to make women feel strong, confident and desirable by providing elements of an elevated, versatile wardrobe. Safiyaa is committed to complementing a woman’s form and designed to adapt fluidly to the ever-changing demands in her daily life.”— Daniela Karnuts, Founder of Safiyaa
The Creative Director
Daniela Karnuts founded Safiyaa in 2011 with a bespoke take on modern elegance.
Guided by a design philosophy juxtaposing striking and minimal, she began her journey by building her own private ateliers in different European cities to honour craftsmanship and best serve her customers. Defining her own unconventional path to success, she craved an inclusive brand that would redefine the concept of demi-couture by offering women accessible bespoke style solutions and reestablishing the lost connection with a garment’s lifecycle.
Karnuts’s vision to create intriguing, seasonless combinations quickly won a loyal following and inspired confidence within her clientele. Now running multiple ateliers in key fashion cities, she values customer collaboration and merges traditional craft with groundbreaking technology to offer the most personalised shopping experience possible. Named after her daughter and meaning purity, Safiyaa began with an idea that paved the way to the brand’s global success today.
The Atelier
Every item created in the Safiyaa atelier is made-to-order by a team of dedicated artisans. Crafted from start to finish by the hands of one, traditional techniques and finely detailed embroideries celebrate the beauty of each garment and the masterful skill behind producing it.
Aligned with Safiyaa’s philosophy, personal attention and consideration is given to ensure the woman wearing it feels comfortable and beautiful within herself and in the garment.
“Safiyaa stands for timeless elegance and products that are lovingly hand stitched piece by piece with dedication and passion. Exceptional service and craftsmanship are the heart of the brand. They’re the inherent elements that make every item feel uniquely personal and luxurious.”— Daniela Karnuts, Founder of Safiyaa
The Experience
Safiyaa is dedicated to creating a unique, personal – and all around enjoyable - shopping experience for the dynamic modern woman. Serving as ‘a stylist in your pocket’, the Safiyaa team (including a seamstress) are there to curate, cater and tailor to the individual wardrobe needs of guests. By invitation only, with the atmosphere of a private society, women are invited into the world of Safiyaa for the ultimate luxury shopping experience. Filling a void in retail as well as closets throughout the world, relationships are formed as inhibitions are put to rest and every aspect of shopping is elevated.
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The Responsibility
Sustainability and craftsmanship lie at the heart of Safiyaa. Bringing the collections to life in our ateliers, we strive to reflect the same values for the brand as we would expect in our own lives – consciously and responsibly. Driven by our made-to-order ethos, we only produce garments that we have confirmed orders for. Impeccably crafted from carefully sourced sustainable fabrics, one tailor – per garment – stitches each piece from start to finish in a safe and ethical working environment.
