Dana Odeh is on a mission — merging commerce and conscience at Rock n Shine, the ethical fashion brand she founded. After a finance career, she shifted her focus to what truly matters: creating handcrafted pieces that carry meaning, empower communities, and preserve tradition.
She partners with refugee artisans, notably through the Social Enterprise Project (SEP) and the UN’s MADE51 initiative, helping women sustain their craft and earn dignified livelihoods. Through her work, every design becomes a story — rooted in heritage, stitched with resilience.
Dana admits the journey isn’t easy. Reaching customers who value ethical craftsmanship takes patience. She says education, transparency, and empathy are key to building trust. For her, real success isn’t just about profit — it’s about the human impact: the lives changed, the artisans supported, and the cultural legacy preserved.
Words of Wisdom:
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Stay true to your purpose.
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Be transparent — share your process, your challenges, and your impact.
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Build relationships. Your brand is more than business; it’s about people.