Born from San Francisco. Designed to Stop You in Your Tracks.

DAISY by Leddel Designs began with a simple creative direction rooted in place: San Francisco, the hometown of Bart Leddel, founder of Leddel Designs. The city’s iconic cable cars, colorful neighborhoods, and unmistakable character sparked the vision for a jewelry collection that felt fresh, timeless, and full of personality.

While the inspiration came from San Francisco, every DAISY piece was hand designed by Joseph Needham. After purchasing Leddel Designs in May 2024, Joseph built on the company’s 53-year legacy of quality and craftsmanship, combining that heritage with his own passion for jewelry design. His goal with DAISY was simple: create jewelry women would actually reach for every day.

Rather than designing individual pieces, Joe created DAISY as coordinated sets of three, a necklace, earrings, and a ring, so customers could effortlessly complete their look with matching jewelry. The collection was designed to take the guesswork out of accessorizing while offering a polished, everyday style.

A Collection Made to Be Seen

DAISY was also designed with the jewelry retailer in mind. The colorful display was created to stand out, inviting customers to stop, take a closer look, and discover the collection. Inspired by the charm and energy of San Francisco, the display reflects the same welcoming personality as the jewelry itself.

Peace, Love & DAISY

DAISY is more than a jewelry collection; it’s an easy way to build a coordinated look you’ll love wearing every day. From the first sketch to the finished display, every detail was created with the same purpose: beautiful, wearable jewelry that feels complete when worn together.