Daniela Karnuts founded Safiyaa in 2011 from a desire. With a demanding career in fashion media, she needed a wardrobe that was sophisticated, polished and flattering without fail. Searching for pieces that were also combinable and travelled well led her to question why a man could have bespoke suiting yet a woman had to settle on fixed styles and colours. With a selection of 12 dresses and endless ambition, Daniela began her journey to fulfil her needs and those of women with similar desires. Named after her daughter and meaning purity, Safiyaa was started from there.
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.
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.
Famous fans of the brand include Jennifer Lopez and Kate Winslet and in 2018, the Duchess of Sussex, Meghan Markle, wore a Safiyaa evening gown while at a State dinner in Fiji with Prince Harry and the following month in London at her first Royal Variety Performance.