The Philosophy

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.

“My goal is to make women feel strong, confident and desirable by
providing elements of an elevated, versatile wardrobe. Safiyaa is committed to complementing a woman’s form and designed to adapt fluidly to the ever-changing demands in her daily life.”

— Daniela Karnuts, Founder of Safiyaa

The Atelier

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.

“Safiyaa stands for timeless elegance and products that are lovingly hand stitched piece by piece with dedication and passion. Exceptional service and craftsmanship are the heart of the brand. They’re the inherent elements that make every item feel uniquely personal and luxurious.”

— Daniela Karnuts, Founder of Safiyaa

The Creative Director

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 traveled 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 fulfill her needs and those of women with similar desires. Named after her daughter and meaning purity, Safiyaa was started from there.

The Creative Director

The Experience

Safiyaa is dedicated to creating a unique, personal – and all around enjoyable - shopping experience for the dynamic modern woman. Serving as ‘a stylist in your pocket’, the Safiyaa team (including a seamstress) are there to curate, cater and tailor to the individual wardrobe needs of guests. By invitation only, with the atmosphere of a private society, women are invited into the world of Safiyaa for the ultimate luxury shopping experience. Filling a void in retail as well as closets throughout the world, relationships are formed as inhibitions are put to rest and every aspect of shopping is elevated.

Created by women for women, to personalize and enhance the shopping experience like no other. Please inquire if we will be in your city!

Contact us on WhatsApp: +44 7366 462 421