Upon moving to London seventeen years ago, Daniella created the fashion label Issa. The brand was conceived of Daniella’s own philosophy, which is to dress women from around the world to make them feel comfortable and confident whilst looking effortlessly elegant, chic, and seductive. The dress Kate Middleton wore for her engagement announcement was from Issa, and this propelled Daniella's label to become a global brand with a multimillion pound turnover.
After a five year hiatus from the fashion industry, Daniella is back designing again under the new label DHELA. Launched in 2016 by Daniella Helayel, DHELA is a women’s ready-to-wear brand that creates feminine, versatile, and joyful clothes for modern women. DHELA is luxurious yet accessible, fashionable yet timeless, and it is easy to wear for any body type. From their London base, Daniella and her team create three collections per year: Cruise, Spring Summer, and Autumn Winter. Designing with global, independent women in mind, the design ethos is focused on elegant, effortless and flattering clothes that are always full of joy, colour, and pattern.