About us

SwagyChic is a sophisticated costume jewelry brand created by mother daughter duo, Daniela Alazrachi and Andrea keen. Founded in 2012, the Miami-based label is known for its attention-grabbing collection of statement rings, necklaces, bracelets, earrings, ear cuffs, crawlers, and body chains.

Born in Caracas, Venezuela to one of Venezuela's premier jewelers, one could say that the passion and love Daniela has for jewelry is in her blood. She complimented her indoctrination into the jewelry business with a strong foundation in studying the art of Gems at the Gemological Institute of America in New York in 1992. At this time she also began attending local and international jewelry shows to hone her eye for gems and develop an appreciation for style, trends, and design.

In 1997 Daniela took her skill and her passion and finally opened Cabochon, her first high-end retail jewelry store in the prestigious Bal Harbor Shops in Miami. This venture laid the foundation and style of her current company, Swagychic.
Swagychic, marks a transition from real jewelry to high end costume jewelry. Swagychic's concept is to provide classy, provocative jewelry that is affordable to enable a larger audience to enjoy beautiful things. Swagychic believes that every woman deserves a little beauty in her life.

Over the past five few years, Swagychic has opened two pop-up shops inside Oggi5 Boutique in Boca Raton Florida and on Greenwich Ave in Connecticut. With over 15 suppliers from all over the world Swagychic brings ecclectic collections like our trendy cameo collection from Italy and our Parisian line made from organic mother of pearl, together in one centralized harmony of fashion. The success of the Swagychic brand can be attributed to Daniela’s unique eye for new upcoming designers that embody impeccable craftmanship with a creative edge. Swagychic is in the know because it lives in the now.