A long way from their homes in Brazil, Daniela Negri and Julia Consoni met early at the University of Miami through their connection with the Brazilian Student Association (BRASA). Each pursued different educational tracks, yet they stayed close and developed a precious friendship.
They stayed close, too, to their shared vision to one day operate a business together.
That “one day” happened this past January with the launch of Liela Jewelry, a startup that celebrates the two alumnae’s shared passion for fashion, craftsmanship, and entrepreneurship, and offers a unique jewelry collection that reflects the rich heritage and creativity of their native Brazil.
“‘Ju and I bonded from day one, often talking about our dream to one day build a fashion brand together. After graduation, we took different paths to gain professional experience in finance, marketing, and technology—but we stayed close,” Negri said. “When the timing was right, we reunited to turn our shared vision into reality.”
“UM’s international spirit always made the campus feel like home away from home,” Consoni said. “The diverse community helped us form lifelong friendships and provided comfort while living far from our families. Through BRASA, we stayed close to our cultural roots while exploring new opportunities.”
Negri graduated in 2022 with a B.S. degree and triple major in business technology, marketing, and entrepreneurship, and Consoni earned her undergraduate degree in 2021 with a double major in finance and legal studies.
Negri inherited her entrepreneurial moxie from her mother, a dentist whose entrepreneurial journey started when she could no longer practice because of neck and back problems.
Surgery provided no remedy and her mother, the sole financial provider for Negri and her sister, crafted a novel business concept for dental clinics in Brazil, providing affordable treatments for broader populations. Over 15 years, the model grew from one to 21 clinics across multiple Brazilian states.
“Seeing the struggles my mom went through and how she navigated and refused to give up—she was my inspiration to go out there and do something,” said Negri.
When it came time for college, Negri visited Miami and toured the Coral Gables Campus where two things—the strong faculty-to-student ratio and the University’s rich resources for entrepreneurship—cemented her decision to attend.
“I was so impressed by the connections I saw with the professors, and when I came across The Launch Pad that was a game changer,” she said. “The directors there were wonderful; even before I was a student, I was able understand what the club was about—it definitely helped make UM my number one.”
“UM had an outstanding reputation in finance and an international student body—which was perfect for someone like me who thrives on cross-cultural connections,” said Consoni. “I wanted a university where I could gain strong technical training and meet people from all over the world. That vision became reality at the U.”
Both excelled as students at the University, earning a range of honors and accolades. In addition to classes and club activity, Negri formed a team that created a networking app that won 2nd place in a Miami Herbert Business School competition. “Eureka Match App,” which was featured in News@TheU, was designed to increase quality peer-to-peer networking inside universities, spur innovation, connect current students with their alumni community, and help college students find prospective career opportunities.
Negri highlighted the academic guidance of multiple professors, the University’s interdisciplinary approach, and the availability of mentorship that have proved essential to building Liela Jewelry, which the two alumnae launched in January.
“Marketing classes at UM were especially hands-on—packed with creative projects, pitch sessions, and competitions that helped prepare me for launching and promoting a brand,” Negri said.
She especially credited Hassan Tabbah, a retired executive who volunteered at Miami Herbert with students, for helping her envision and pursue paths in both corporate life and entrepreneurship. Tabbah continues to mentor Negri in her professional pursuits.
“Being immersed in UM’s international community helped me understand global customer behavior. It gave me the perspective needed to market to diverse audiences, which is central to our brand's voice and values,” Consoni said.
While at the University, Consoni secured competitive internships at Citibank in both Brazil and the U.S. that led to work after graduation. She continues full-time in corporate accounting and controllership. After graduation, Negri secured a position as an associate with Blackstone, an investment management company, for several years. When the timing was right to launch Liela, she gave that her full-time professional attention.
“Both Ju and I knew we wanted to start something in the fashion industry and the one we thought was the most remarkable from Brazil was jewelry because of the bold and creative designs, the quality of materials, and craftsmanship,” Negri said.
“The University provides this ecosystem where you’re so close to your faculty and mentors,” she added. “It’s super enriching for exams and curriculum, but it's also all about the connections you build and the mutual support they can offer over time."
