press/media coverage

daniella was chosen as one of's 50 favorite boutiques and a top U.S. store by Lucky magazine. Here's a selection of our media coverage.

Spring Fling

Daniella Clothing, Jewelry, and Accessories in the Santa Fe Railyard showcases a wide selection of contemporary denim—and designers are getting more experimental with denim than ever;  dressing jeans up, or ripping them apart in all new ways. Some trend definers call this Wabi-Sabi style, a Japanese concept that hitches distressing in order to highlight imperfections. Says owner Daniella Fox, “We focus on unique and specialty denim such as those featuring raw hems and distressing with many well-regarded designer brands such as Frame, Rag & Bone, and AG.” (Prices for many of these items fall around the $200 mark.)

The shop also features a number of popular contemporary lines such as Alice + Olivia and Rebecca Taylor for those seeking great dresses. “We are also doing quite well with fun sweats and athleisure items, which can take you from a work out to a night out with friends such as the brands NSF and Free City.” For spring, she notes the variation of feminine tops, on-trend knits, and every day Ts available. “We are doing well with those from Joie and James Perse as well as vintage Ts.” She also points out that Rag & Bone ready-to-wear is one of her best sellers right now for her customers that seek a more professional viewpoint.

With eight years under her belt, Fox identifies her customer as one who is a savvy shopper who is brand aware and looking for quality, fashion-forward style. “I like helping women look and feel good, that has always been the draw for me.” She also likes to support new and emerging brands; such as RTA, an L.A. brand of sweaters and jeans; La Vie – a more casual line from Rebecca Taylor, and the French brand Zadig and Voltaire.


culture trip

The Best Boutiques in Santa Fe


daniella clothing. jewelry. accessories

Chic, cutting edge fashion

This Santa Fe treasure has been featured in popular fashion magazines such as Elle and Lucky, and looking at their selections, it’s no surprise why. They sell trendy fashion that everyone is sure to love, and frequently get new items from designers all over the nation so they know what’s ‘in’ in the fashion world. Shop for clothing, jewelry, accessories, shoes, and more, and be sure to look out for sales, gift certificates, trunk shows, and other deals and special events.

By: Shyla Watson


lucky magazine

daniella boutique is chosen as one of Lucky’s Top U.S. Stores    

Lucky Magazine: daniella boutique is chosen as one of Lucky's Top U.S. Stores



elle chooses daniella boutique as one of their 50 Favorite Boutiques in America chooses Daniella boutique as one of their 50 favorite boutiques in America

“Find One-of-a-Kind Santa Fe Gifts for your One-and-Only Gal”

finding finery at daniella boutique

Once you’ve scoped out the boot market for the holiday hoedown, maybe it’s time to rustle up some party clothes for a late-night holiday affair. Fashion-forward types here head down to the Market Station in the Santa Fe Railyard where Daniella Fox has curated a classy collection of women’s clothing. The exclusive designer lines featured include premium denim J Brand jeans, which will certainly pair nicely with the aforementioned cowboy boots. The bi-coastal flair on display at Daniella, recognized as one of Lucky Magazine’s Top U.S. Stores, paints an up-to-the-minute picture of Santa Fe style that works day or night, especially with some tasteful accessorizing, upon which Daniella will competently advise. And if you slip a super-stylish Rebecca Minkoff handbag under the tree, your chic credentials will be confirmed!



santa fe reporter



sfr style: daniella

HangerChromeThree.wideaSanta Fe’s style isn’t really known in a positive light. Most of the shops don’t offer anything for anyone under the age of 50 and are outrageously expensive for no good reason; then there’s the mall; the end.

But there is a store giving hope to the word “style” in Santa Fe. Really, it was Elle Magazine’s finding. In an upcoming piece by the magazine about the “50 states of fashion,” the writers found, in the bat-cave of downtown (the Railyard), Daniella. Yes folks, the cotton- candy-colored light at the end of the tunnel is really the pink sign for Daniella.

Owner Daniella Fox arrived from the east coast 10 years ago and wasn’t planning on staying, but she got some gigs at local clothing shops and realized she was great at sales. She has a background in marketing, advertising and promotion, but within the music business. When asked what made her decide to make the huge change into owning her own clothing store, she says, “It came from meeting and working with people. A lot of my life I’ve wanted to look good and feel good. Everyone needs to come into here [Daniella] and have a good time.”

Three years ago, Daniella opened her store’s doors in the throes of the economic crash. “I don’t know good times,” Daniella says. She’s in her shop seven days a week working on making her store a better place to be. Her business’ inner workings are evident on the surface. Daniella has used the other places she’s worked as a comparison for her own shop and how to improve it. She feels it’s important how you treat the people working for you. “I keep evolving,” she says.

Upon entering the store, I was greeted kindly by the girls working there and chatted amiably with them while I waited to meet with Daniella. There was a very relaxed feeling as one of the girls showed me around the store. Y’all, this stuff is cute; they play fun music in there; and I didn’t see one thing that I didn’t want to try on.

One of the best parts is that they carry brands that no one else carries in the Fe (I’m looking at you, hipsters). Also they’re like the czar of jeans; everyone needs a pair that makes your butt look good.

Go make your own opinion about it. It’s in the Railyard next to Flying Star and REI. The Railyard is pretty much walking distance from everywhere, so you don’t have an excuse.

Tescia Schell reports on the state of fashion in Santa Fe.



el mitote – santa fe new mexican

“Market Street boutique Daniella is featured in’s “50 States of Shopping” roundup. The magazine site calls the store “a young, vibrant oasis.” Daniella carries on trend labels including Young, Fabulous & Broke, Alice + Olivia, J Brand (known for its fit-conscious luxury denim) and Rebecca Taylor. Browse Daniella’s offerings at”



santa fe reporter

Daniella Shopping Feature in the Santa Fe Reporter



local flavor

Daniella Women's Boutique featured in Local Flavor