We had the good fortune of connecting with Dana Mortada- Creative Director and Founder of dāl the label, a contemporary womenswear brand based out of Orange County and we’ve shared our conversation below.

Hi Dana, can you walk us through the thought-process of starting your business?
After years in publishing and brand consulting, the idea of starting my own business had been brewing for seven years. In 2020, inspired by motherhood, I decided to turn that idea into reality.

Dāl the label is more than a business; it’s a reflection of my journey and values. With a focus on responsibility, the brand offers affordable, high-quality products that blend elegance and comfort for women, especially mothers. It’s a commitment to making quality accessible.

In summary, dāl is my entrepreneurial venture, driven by a vision to provide women with affordable, responsible, and stylish options, rooted in my years of industry experience and newfound perspective through motherhood.

Alright, so let’s move onto what keeps you busy professionally?
Getting to where I am today professionally has been a challenging yet rewarding journey. Launching dāl the label in the summer of 2022, right after the pandemic, was a decision that required courage and determination. I firmly believe that nothing truly worthwhile comes easy.

Starting a business from scratch in an unfamiliar industry, especially navigating the complexities of manufacturing, presented numerous hurdles. The initial phase involved a lot of trial and error as we searched for the right partners and vendors to embark on this entrepreneurial journey. Despite the challenges, after nearly two years, we finally found the ideal team for us in Los Angeles, enabling us to achieve the quality we envisioned.

The key lesson I’ve learned is the importance of perseverance—never giving up, especially when faced with obstacles. The hesitations and uncertainties I felt during the pandemic were overcome by the realization that the time to launch was now or never.

I want the world to know that dāl the label is built on authenticity and passion. Despite being a small business, we have ambitious goals and are committed to serving every woman, providing the confidence and comfort she deserves. Our brand is not just about fashion; it’s about responsibility. The fashion industry can be challenging, but we are taking steps to make a positive impact on the world. We understand the environmental impact of our choices, and we are determined to contribute to making the world a better place, starting with ourselves.

We are here to make a difference and create a brand that aligns with the values of every woman seeking timelessness, elegance and comfort.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I would choose Florence, Italy, where I did my masters. Spend the morning at the Duomo with coffee and a calzone, visit Palazzo Vecchio, and shop around Ponte Vecchio. Enjoy gelato off La Carraia bridge, take a leisurely walk, and have a rooftop aperitivo at the Westin Hotel. Book dinner at Trattoria 13 Gobbi for their amazing rigatoni. Explore Uffizi Gallery, stroll through Boboli Gardens, and discover Oltrarno’s cultural gems. End the week at Piazzale Michelangelo for stunning views and reflection.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would like to dedicate a heartfelt shoutout to my family, with special recognition for my husband. He has been the backbone of this entire journey, providing unwavering support and encouragement. His belief in my vision and tireless efforts have played a crucial role in turning my entrepreneurial dreams into reality. This venture wouldn’t be what it is without his steadfast support, and for that, I am incredibly grateful.

Website: dalthelabel.com

Instagram: dal_thelabel

Facebook: https://www.facebook.com/dalthelabel

Other: https://www.pinterest.com/dal_thelabel

Image Credits
Dana’s Image: @alexavitugphotography Campaign: Photography : @DimancheCreative Model: @thekateharrison

Nominate Someone: ShoutoutSocal is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.