BizJournals Portfolio

Lend, Borrow, or Steal

As Lindsay Lohan faces grand-theft charges, sister jewelry designers Jodie and Danielle Snyder say they're not worried about doing business with celebs. Their tips on how to handle the star client.

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Dannijo

When Natalie Portman, Tinsley Mortimer, Mary-Louise Parker, and Ally Hilfiger need funky, fun jewelry for an event, they call Danielle and Jodie Synder of Dannijo.

The sisters started their fashion jewelry line in 2008 out of a tiny New York City apartment, but they rocketed to fame when Beyonce bought their necklaces and wore them on tour. “We were so lucky that she just happened to see it at Bergdorf-Goodman, liked it, and wore it on at least four tour dates. People started talking about her jewelry, and it sold out within days,” says Jodie.

Beyonce’s endorsement of their brand piqued more celebrity interest, and the sisters had to learn about how to do business with this unique class of clientele. “For the most part, we work with stylists that we know and have built trust with,” Danielle says.

Trust is a key element of the celebrity-designer relationship, as Lindsay Lohan’s latest legal woes show. The actress, who has been struggling with various brushes with the law for years now, pleaded not guilty on Wednesday to felony grand-theft charges over a missing $2,500 necklace. Lohan claims that it was a loaner and that her stylist didn’t return it on time. But the Los Angeles district attorney’s office alleges “the actress walked out of the store with the necklace on January 22. The owner reported the theft to the Los Angeles Police Department, which investigated the allegation and presented evidence to the D.A.'s office last week."

The Snyder sisters say they are not any more worried than before about lending out their creations, despite all the publicity around Lohan’s alleged theft. “We find that the stylists are very responsible for the most part. They’re usually very good about bringing the items back,” Jodie says. “Do things get lost? Sure. Sometimes they’re misplaced on the set or in transit, but we’ve found that since we prequalify the stylists and celebrities we work with, whenever that kind of situation happens, they’re very quick to reimburse us.”

And they don’t always find themselves having to lend. Quite a few celebs actually visit the showroom to shop. Or sometimes, after an event, if a celeb client loves what she’s wearing, the sisters will happily ring it up.

Danielle goes on to explain that for a designer, having a celebrity following is key to continued growth. “Jewelry is an integral part of social events, whether they be the Oscars or Fashion Week. Jewelry is just as important—if not more important—than what celebrities wear,” she says.

Their celeb clientele and many collaborations with Fashion Week designers inspired the Snyder sisters to put on their own show for the first time since their line first launched. They describe the inspiration behind their Aboriginal jewelry collection as "a blend of the Wild West and the glamour of the roaring 20s," or "the Great Gatsby meets Buffalo Bill."

For her part, Lohan might feel like she’s starring in a Western—as the outlaw. And while questions remain about whether the necklace was a loan or the subject of a theft, designers getting ready to dress and accessorize stars for the Oscars may want to take a second look at their insurance policies, just in case.


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Romy Ribitzky is an associate editor at Portfolio.com.

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