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New Generation: meet Daniela Fernandes

Sep 30, 2024 Portugal

With an academic background in accounting, Daniela Fernandes has been working for 15 years at the family-owned Daniela Shoes, a practical women’s footwear brand. Let's find out more

Daniela Fernandes has a degree in accounting from the ISCAA and is a certified accountant with the OCC. However, she has been working at the family business Daniela Shoes for 15 years.

Was it a natural choice to work in the footwear industry?

Yes. Daniela Shoes is the second generation of a family business, so I can say that I was born into the world of shoes. I decided to study accounting, but my passion for shoes spoke louder, and I’m completely fulfilled professionally.

How does Daniela Shoes stand out in the market?

Daniela Shoes is known for the quality of the materials it works with and the production process itself, remaining true to its style and consistency. Design and comfort are two characteristics on which we do not compromise.

What have been the greatest challenges so far?

In the past, the pandemic and the war were definitely our greatest challenges. Fortunately, with hard work and resilience, we were able to overcome them. At the moment, I would say that market fluctuations and the difficulty in hiring qualified staff are the greatest challenges we face.

What advice would you give to a young person just starting out in the industry?

First and foremost, to have a passion for the footwear industry and a deep knowledge of the production process. Secondly, not to give up. There will be problems and challenges to overcome on a daily basis, but it’s also in those moments that we overcome ourselves.

Source and Image Credits: portugueseshoes.pt

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