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.

Apparel & Fashion

Retail

Safiyaa

Safiyaa's headquarters in London, United Kingdom

This department focuses on creating and developing innovative products in the fashion industry.

Design and Development

The Design and Creative Team at Safiyaa, led by the Owner and Creative Director, is responsible for conceptualizing and developing the brand's sophisticated, polished, and versatile demi-couture collections. This team works collaboratively to ensure every piece meets the highest standards of craftsmanship and elegance. The Embroidery Manager, Designer, and Hand Embroiderer focus on intricate detailing, while the Pattern Makers and MTM Pattern Cutter and 3D Artist create precise, client-focused designs. The Creative Producer and Content Coordinator ensure that the brand's aesthetic and narrative are consistently conveyed through various media, bridging the gap between traditional artisanship and innovative technology.

Design and Creative Team

The Client Relations and Sales Team at Safiyaa is dedicated to providing an exceptional and personalized experience for each client, ensuring their needs are meticulously met through sophisticated, made-to-order pieces. The team, composed of a Virtual Sales Concierge and various Client Development Managers, focuses on fostering strong, long-term relationships, enhancing client satisfaction, and driving private and business development sales. They leverage innovative technology and intimate client knowledge to deliver bespoke services, blending traditional craftsmanship with modern convenience.

Client Relations and Sales Team

This department focuses on the design and production of creative patterns for various projects and operational needs.

Creative Services

This department is responsible for overseeing and optimizing the production process, ensuring efficiency and quality in manufacturing operations.

Manufacturing Operations

This department handles the coordination and oversight of production activities to ensure efficient workflow and project execution.

People (2)

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Other teams

Design and Creative Team

Client Relations and Sales Team

Creative Services

Manufacturing Operations

Production Management