In 1991, following her completion of industrial design studies at Bezalel Academy of Arts and Design in Jerusalem, Daniella founded her eponymous brand in her living room.

Daniella searched for a way to combine her passion for fashion with her background as a product designer, aiming to create solutions for women like her:

Those with excellent taste, who value independence, lead busy lives and appreciate both comfort and organization.

Today, the brand operates in Israel through an online store and ten retail stores. In the United States, the brand is available at 100 points of sale.

Under the creative management of Ori Lehavi, Daniella's son, who continued the brand's work after her passing, the product lines expanded from bags and shoes to include jackets and a broader range of fashion accessories.