Founder

Designed by a woman, for women, Safiyaa is a tribute to feminine strength and individuality, crafting pieces that empower through both fit and form. Founded in 
2011, Safiyaa was born from Daniela Karnuts’ desire to create pieces as special as 
the women who wear them. Inspired by her grandmother—who always had exquisite garments reserved for significant moments, cherished for years and passed down through generations—she envisioned a brand that would offer timeless, bespoke creations imbued with meaning and memory.

Safiyaa’s design ethos is rooted in a distinct celebration of the female form, blending architectural precision with organic influences to create a style that transcends time.

“My goal is to make women feel strong, confident and aspirational by providing an elevated sartorial experience that is both seamless and deeply personal. Safiyaa’s made-to-order approach ensures that every piece carries provenance, while our 
made-to-measure service offers not just the perfect fit, but a true expression of identity enabled through customisation opportunities. Most importantly, we offer a curated journey from design to delivery, allowing each client the freedom to shape their own story—one that, like the pieces themselves, can be treasured for years to come.”

The Safiyaa Experience

At the heart of our philosophy is a commitment to sartorial provenance, ensuring that every Safiyaa piece carries a distinct lineage of artistry and technique. Each garment is meticulously made-to-order by a single artisan, preserving the integrity of craftsmanship while allowing for refined personalization in color and detail. Our customization tiers offer varying levels of personalization, from tailored refinements to fully bespoke creations, where original designs are crafted from scratch to reflect a client’s unique vision.

With over 200 signature colorways of our house-developed heavy crepe fabric, Safiyaa empowers clients to shape a wardrobe that is distinctive, timeless, and deeply personal. Our made-to-order approach reinforces a conscious way of creating fashion—crafted with intention rather than mass production, reducing excess while celebrating the artistry of slow fashion.

Safiyaa seamlessly merges heritage craftsmanship with innovation, integrating state-of-the-art 3D technology to offer a truly personalized experience. Digital avatars, tailored to real body measurements and proportions, ensure a flawless, consistent fit—redefining bespoke fashion for the modern woman.

With a distinguished global clientele, Safiyaa is recognized for its bold yet refined aesthetic, where architectural precision meets organic influences. Whether through our by-appointment-only showroom in New York or personalized virtual consultations, every Safiyaa client embarks on a carefully curated journey from design to delivery—where craftsmanship, fit, and self-expression come together in perfect harmony.