Far from their homes in Brazil, Daniela Negri and Julia Consoni met at the University of Miami through the Brazilian Student Association (BRASA). Their academic paths were different, but their friendship quickly became a strong bond.
They also shared a dream—to start a business together one day.
That dream became reality in January with the launch of Liela Jewelry, a startup that blends their love for fashion, craftsmanship, and entrepreneurship. The brand offers a jewelry collection inspired by the rich heritage and creative spirit of Brazil.
“Ju and I bonded from the start. We often talked about building a fashion brand together,” said Negri. “After graduation, we followed different career paths to gain experience. But we stayed close. When the timing was right, we reunited to make our vision real.”
“UM’s international spirit made the campus feel like home,” Consoni added. “The diverse community helped us form lasting friendships and gave us comfort being away from our families. Through BRASA, we stayed connected to our culture while exploring new opportunities.”
Negri earned her degree in 2022, graduating with a triple major in business technology, marketing, and entrepreneurship. Consoni graduated in 2021 with a double major in finance and legal studies.
Negri credits her entrepreneurial spirit to her mother, a dentist who built a business after health issues ended her clinical career. When surgery couldn’t fix her back and neck problems, she created a new dental clinic model in Brazil. Her idea focused on offering affordable care to larger communities. Over 15 years, her business expanded from one clinic to 21 across several states.
“Watching my mom go through those struggles and still push forward inspired me,” Negri said. “She made me want to build something of my own.”
Negri chose the University of Miami after visiting the Coral Gables campus. She was impressed by the school’s strong faculty-student ratio and its resources for young entrepreneurs.
“The Launch Pad was a game changer,” she said. “Even before I enrolled, I understood its mission. That made UM my first choice.”
Consoni said she was drawn to the University for its top-tier finance program and global community.
“I wanted strong technical training and the chance to meet people from all over the world,” she said. “UM gave me exactly that.”
During their time at UM, both students thrived. Negri created a networking app, Eureka Match, that won second place in a competition at the Miami Herbert Business School. The app was designed to help students connect with peers and alumni to improve networking and career opportunities.
Negri said the hands-on nature of UM’s marketing classes helped her prepare for launching and promoting Liela Jewelry.
“We worked on creative projects, pitches, and competitions. It all helped when it came time to build a brand,” she said.
She also thanked Hassan Tabbah, a retired executive who volunteered at the business school. He mentored Negri and continues to support her career.
“He helped me see the possibilities in both corporate life and entrepreneurship,” she said.
Consoni said her time at UM gave her valuable insight into how to market to global audiences.
“Being in UM’s international community helped me understand different customer behaviors. That knowledge is key to our brand,” she said.
She gained work experience through internships at Citibank in Brazil and the U.S., which led to a full-time role in corporate accounting and controllership after graduation. Negri also entered the corporate world, working as an associate at Blackstone, an investment firm. She left that role to focus full-time on Liela.
“We both knew we wanted to create something in fashion,” said Negri. “Jewelry stood out because of Brazil’s bold designs, high-quality materials, and detailed craftsmanship.”
Negri said the University of Miami played a big role in their journey.
“UM gave us close access to mentors and faculty. That helped with our classes—but also with building connections that still support us today,” she said.
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