The Heart behind my Brand: The Women who inspired me and The Journey that has led me here
There are moments in life when we stop, look back, and realize just how far we've come. For me, this is one of those moments.
This spring marks nine years since I opened my online shop — and although the paperwork was filed months before, I’ve always considered that first moment of sharing my work with the world through my online shop as the real beginning of my brand “Daniela Salazar.”
It’s hard to put into words what this brand truly means to me. It's more than a business. It's a reflection of my story, my growth, and the values that have shaped me over the years. So today, I want to share with you the heart behind the brand, the women who inspired me, and the journey that has led me here.
This is the story of how my childhood dream turned into a slow fashion label rooted in purpose, care, and intention.
Where it All Began
My love for fashion started young. As a child, I would make dresses for my dolls and sell handmade accessories to my school friends. I learned to sew on my mom’s sewing machine and one of the first pieces of clothing I sewed was a little blue felt vest for my cat.
As a child, I was fascinated by clothes — not just for how they looked, but for the stories they told. I would draw outfits on the last pages of my school notebooks, imagining who would wear them and where they’d go.
I was always drawn to the women around me for inspiration. My mom was one of my first inspirations. I admired the way she dressed. And then there was my older sister, whose style I found cool and full of personality.
These women shaped my understanding of style, but more than that, they taught me about care, creativity and expression through clothing.
When I grew older, I knew I wanted to go to fashion school. I initially dreamed of working in haute couture, creating dramatic, intricate pieces that felt like works of art. But over time, my path shifted. I started to feel more drawn to the everyday pieces that were wearable and timeless.
I wanted to create clothing that women like my mom, my sister, and I would actually wear — comfortable, beautiful, and intentional.
A New City, A New Chapter
After moving to Berlin, I found myself in a new city, far from home, with no local network and limited knowledge of the language. It was overwhelming, to say the least. But deep down, I also felt this certainty that it was time. Time to begin a new chapter.
Encouraged by my family, I decided it was time to take everything I’d learned — my skills, my experiences, my love for fashion — and start something of my own.
So I gathered up my courage and started my brand. And so, “Daniela Salazar” was born.
Starting a business is never easy, and doing it in a new country and language made it even more challenging. I didn’t have a local network. I didn’t even know any fabric stores. I navigated endless bureaucracy with the help of my husband, found a great production team, a business coach and learnt how to run a small fashion brand: sourcing, marketing, photography, customer care, all of it.
Most of the time, I found wonderful people who really wanted to help and other times I wasn’t taken seriously. There were many moments I felt lost or out of place. But I kept going, slowly and steadily, fueled by a quiet resilience and a desire to create something meaningful.
I wasn’t sure if anyone would find my little corner of the internet. But little by little, customers started to arrive. Women who valued thoughtful design and clothing made with care. Women who felt like friends.
Growing with My Brand
Looking back, I see just how closely my brand has been connected with my own growth. Over the years, I’ve refined not only the styles I offer, but also the way I run my business. Adapting it to reflect what truly matters to me.
In the beginning, I followed the expected path for a fashion brand — creating seasonal collections, producing stock, creating trend-inspired pieces. But over time, I realized that wasn’t the kind of fashion I wanted to make.
I didn’t want to chase trends or contribute to the waste that the fashion industry creates. I wanted to slow down. I wanted to create with care, in a way that felt aligned with my values and those of the women who support my work.
So I made changes.
I moved away from stock and seasonal collections and embraced having one seasonless collection and made-to-order products.
Now, I only produce a garment once it's ordered, reducing waste and ensuring every piece is made with intention. I work mostly with natural fabrics like organic cotton and hemp, so that they’re easier to recycle or repurpose, and I source them from trusted suppliers I've built relationships with over the years.
The remnants from the production are used to make accessories, turning scraps into something useful and beautiful.
I also stopped designing around seasons. New pieces are added only when they’re ready — when they feel aligned, useful, and honest. It’s a rhythm that feels more like me. Slow, intentional, and rooted in care.
These decisions have been guided by one question: Does this feel honest? And if the answer is yes, then I know I’m on the right path.
The Women Who Shaped My Story
One of the most beautiful parts of this journey has been the way my brand connects me with other women — customers, family, and friends — who inspire me deeply.
Last summer, during a trip to Mexico to visit my family, I finally brought to life a photoshoot I had been wanting to do for a while. Photographed and styled by my talented sister-in-law, the shoot features my mom, my niece and myself. The photos captured in our garden hold so much warmth and authenticity. They remind me why I do this.
It wasn’t a grand production. We didn’t have a big team. Instead, it was a regular day filled with quiet and meaningful moments. No pressure, no tricks. Just us, as we are.
My mom was wearing pieces I had made especially for her — comfortable, elegant and simple, just the way she likes it. My niece, full of youthful spirit, was wearing a Tana dress that I gifted to her. And I, somewhere in the middle, was wearing a new longer version of the Tana dress.
This photoshoot wasn’t just about celebrating my designs. It was about honoring the emotional roots of my work. It was about seeing, clearly, the love and support that has always been behind me, even during the hard moments of running a small business. It was about capturing a quiet truth: that this brand isn’t just mine.
When I think about the origin of my work, it begins with my family — with the people who raised me, inspired me, and stood by me at every step of the way.
It’s not about creating clothing just for the sake of fashion. It’s about connection. It’s about telling stories through fabric and thread.
In those photos, I see so much more than just the garments. I see connection. I see love.
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My mom is the one who taught me how to use a sewing machine, who let me play with her fabric scraps and sewing box as a little girl, and who supported every idea.
She’s also one of my most loyal customers. She wears my designs not just to support me, but because she genuinely enjoys them. And when people ask her about what she’s wearing, she lights up with pride. That alone fills me with so much joy.
Seeing my niece wear my clothes is like seeing the future of my brand in motion. She represents a generation that is growing up more aware, more conscious, and more open to choosing a different way.
In that photoshoot, she brought a fresh energy that balanced everything. Her laugh, her natural confidence, her playfulness — it gave a whole new layer of meaning to the images.
My brand has always been a reflection of my values, my vision, and my voice, but it’s also a reflection of the people who made me who I am. The quiet strength of my mom. The vibrant curiosity of my niece. The creativity and support of my sister-in-law, who captured it all with her camera. My older sister who pushed me to start my brand.
These women are woven into every fiber of my work. This shoot reminded me of that. It brought everything full circle.
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One of the most rewarding parts of running this brand has been the relationships I’ve built with my customers.
There are some whose words have stayed with me. A client once wore the Tana dress for her wedding. Another placed a custom order for pants, and over the course of several messages, we built a lovely, easy connection. I’ve had returning customers who surprise me with orders just when I need encouragement the most.
These moments — small, sincere — are what fill my heart and remind me of the deeper meaning behind every garment.
When I design something, I always imagine a person wearing it. How it will move with them, how it will make them feel, how it will become part of their story. I want my clothes to feel like home.
The Heart behind the Brand
At its core, my brand is about more than clothing and accessories. It’s about connection. With myself and with others.
I design for conscious women — women who value comfort, softness, and strength. Women who are intentional with their choices, even if the rest of the world is rushing in the opposite direction.
They value sustainability, kindness, and authenticity. They don’t need fast fashion to feel beautiful — they want pieces that reflect who they are and how they live. I see myself in them. And in many ways, they shape what I create.
I see you. I feel your support. And I want you to know how much I care.
When you choose to wear one of my designs, you’re not just buying a garment. You're sharing a space of respect, and love for slow, beautiful things. You’re supporting something that started with a little girl sewing dresses for her dolls who grew into a brand that celebrates care over speed, and values over trends.
When I think about what sets my brand apart, it’s not flashy trends or rapid growth. It’s the heart behind every piece. The honesty. The intention.
This brand is deeply tied to who I am. I don’t separate my personal journey from my business — it’s all connected. And over the years, I’ve become more comfortable with that. I’ve stopped comparing myself to other brands. I’ve let go of the pressure to grow fast or become something I’m not. What I offer is quiet, considered and lasting.
Looking Back & Looking Forward
Nine years in, I still feel like I’m at the beginning in some ways. There’s always more to learn, more to explore, more to evolve. I may not be where I once thought I should be, but I’m exactly where I need to be. And for that, I’m incredibly grateful.
As a slow fashion brand, I talk a lot about sustainability, craftsmanship, and intention. But I think sometimes we forget that the most sustainable thing we can do is to root our work in relationships and community.
From the early days of sketching dresses in school notebooks to building a brand from scratch in a new country, I have always been surrounded by people who believed in me. And today, I want to celebrate them.
So yes — this is a love letter. To my brand, my journey, and the people who made it possible. But more than that, it’s a love letter to the women in my life, whose strength, softness and everyday beauty continue to inspire me.
If you’ve ever worn one of my designs, sent a kind message, or simply take the time to learn more about my work. Thank you for being part of this journey with me — for supporting handmade work, for choosing clothing with care, and for allowing me to share not just my designs, but also what I’m passionate about.
Here’s to many more years of creating together, with meaning and intention.
With love,
Daniela
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