About Danielle


A true born and bred California girl raised in Santa Monica, Danielle Schwartz challenges what society considers to be feminine. As a young girl, she proudly counted her bruises in the bathtub, yet still loved the color pink. Always blending opposites, she wore dirty, faded sneakers by choice, but also admired her mom’s pretty floral dresses. Danielle figured when she became an “adult,” she’d grow out of this phase. But, as it turns out, she’s a lady who plays life by her own rules.

Born into the fashion industry, Danielle has watched it evolve into what it is today. Through her two decades of experience working in every area from retail to creative direction, she decided that given the chance, she would do things differently and work to change the industry for the better from the inside out.

Ultimately, becoming a mom is what really woke Danielle up in a way it does for many women, which made her realize that her whole life had been leading to this point: to create a lifestyle brand that embodies what it means to be a badass lady of all ages. Ya, we’re talking about you, and every woman that stands for something, no matter what that “something” is.