Today we’d like to introduce you to Juliana Daidone.
Hi Juliana, so excited to have you with us today. What can you tell us about your story?
I am a Brazilian creative director, designer, and entrepreneur who made a bold decision to open my own shop—a decision I consider both daring and slightly crazy, given my young age of 21 at the time. There was a scarcity of design products in Brazil during that period, and as young individuals, we harbored dreams and aspirations to make a significant impact on the world. I observed numerous opportunities to fulfill these ambitions and bring about positive transformations by establishing my own store.
Through my brand, SaLA Design, I was committed to bridging the gap between art and consumers, promoting emerging artists and designers, and emphasizing the importance of design in everyday life. These principles have guided me in curating numerous significant art exhibitions in São Paulo, Brazil. These exhibitions showcased a blend of emerging and established artists for affordable prices and consistently allocated a portion of the proceeds to NGOs.
After taking several courses at Parsons School of Design, I began designing my own products, which I sold both in retail and wholesale.
However, something was missing. I had always loved the US and felt that it was time to embark on new paths, and that’s when I found myself presented with an opportunity to move here. But the unexpected happened, and the pandemic struck. Once again, I faced another daring decision: should I wait for the pandemic to pass, or should I take a leap of faith and dive in? After all, you can’t win if you don’t take risks… And here I was, just five days before the border closed.
We all face challenges, but looking back, would you describe it as a relatively smooth road?
Absolutely not! My exhibition project provoked the anger of one of the most esteemed art merchants in Brazil. To make a long story short, she nearly succeeded in canceling one of my exhibitions on the eve of the opening cocktail party. Another challenging experience I encountered was with a client who proposed a partnership. I politely declined, only to discover a few months later that she had launched an online store with an identical logo and attempted to trademark my brand. Moving to another country is undoubtedly challenging, especially daring, when done during a pandemic. Therefore, this was an additional significant challenge that I had to overcome. The decision to relocate amidst such uncertain times resulted in the cancellation or postponement of several projects that I had planned, directly affecting my ability to adapt to my new surroundings as swiftly as I typically would.
Can you tell our readers more about what you do and what you think sets you apart from others?
I am particularly passionate about supporting emerging artists and designers, as this directly benefits the local community. Currently, I am actively involved in an art fair project in North Dallas. Additionally, I am in the process of developing a new line of furniture and objects that will be launched soon. I hope to provide you with more details about this art fair project soon because I believe it has the potential to be replicated in several cities.
Throughout my years working with my brand, I have been incredibly fortunate to encounter numerous remarkable opportunities. In addition to collaborating with the arts scene in Brazil, I have had the privilege of launching new artists and designers during exhibitions held at my store and representing renowned interior designers’ brands. Furthermore, I had the honor of representing my country by participating in an exhibition dedicated to Brazil at Le Bon Marche in Paris. Additionally, I proudly showcase my brand at Design Weekend Sao Paulo – Brazil, which is considered the most significant design event in South America. Moreover, I also present my brand at Miami Art Week. These are a few of the things that I take great pride in.
Contact Info:
- Website: www.julianadaidone.com
