Safiyaa Information

Founded in 2011 by Daniela Karnuts, Safiyaa is a demi-couture brand that celebrates natural confidence and unwavering femininity with client focused technology innovation at its forefront. With a demanding career in media, Karnuts needed a wardrobe that was sophisticated, polished and flattering. Searching for pieces that were easy to combine and travelled well, led her to challenge a gap in the market. It was thus that Safiyaa, named after her daughter and meaning purity, was formed. Every Safiyaa item is developed and made to order at the brand’s London, New York and Istanbul ateliers. Known for sharp tailoring and form fitting silhouettes, rich colours and luxurious fabrics, each piece is made by a team of dedicated artisans to create elevated, versatile collections made for women by women. Worn by inspirational figures including Michelle Obama, Meghan Markle, Priyanka Chopra, Natasha Rothwell, Regina King and Yao Chen; Safiyaa offers a bespoke take on modern elegance led by a design philosophy juxtaposing striking and minimal. With the goal of making women feel strong, confident and desirable, Safiyaa is committed to complimenting a woman’s form and designed to adapt to the ever- changing demands in her daily life. Moving into its second decade of solid growth and global expansion, Safiyaa remains an independent vertically integrated family-owned company, dedicated to bridging the gap between a bespoke made to measure service and customized technology designed to avoid over production. Safiyaa delivers power of choice and connects the craftsmanship to the client. Imbuing traditional artisanal principles with pioneering technology are just part of Safiyaa’s commitment to leading a responsible, transparent and forward-thinking company with integrity and innovation at its core.