Meet Daniela Osorio – AUB BA (Hons) Graphic Design alumni, Colombian-based designer and life-long lover of everyday objects. Along with her partner Sergio, they’ve founded La Miscelánea, the stationary brand challenging traditional practices through using unique materials and concepts.
Daniela’s always been drawn to colour and shape. While she’s not as confident with drawing itself, she’s learnt to turn this into her strength, having worked in her parents' company since she was very young. It’s here she grew familiar with crafting by hand and using old machinery, which has since informed her current practice:
“Instead of always approaching design as problem-solving, I often start by asking what use I can give to a material. I’m drawn to things that are often overlooked, especially when recycled or repurposed, and I enjoy giving them a new life and meaning.”
At the age of 15, Daniela came up with the idea for La Miscelánea – her own design brand inspired by traditional Colombian neighbourhood variety shops selling anything miscellaneous, from household goods to stationery supplies.
Starting on AUB’s Foundation Diploma followed by BA (Hons) Graphic Design, Daniela was constantly overcoming the fear of not fitting in, both due to being an international student and her lack of background in art and design. But by the time she graduated in 2016, she’d built relationships that have since lasted over a decade, with her time at AUB providing valuable lessons that have helped make her dream a reality.
“The most lasting lesson was that design can be a social practice. During my Foundation year, Alice Stevens introduced me to the idea of “designing for good” and encouraged me to consider the wider impact of a designer’s decisions. That idea still guides La Miscelánea: it is not only about making objects, but about creating care, curiosity and community around them.
“AUB also gave me practical skills that became central to my work. During my BA, I learnt bookbinding and immediately became obsessed. A short sewing course from BA (Hons) Fashion later proved equally useful, informing many of the products I now make."
Fast-forward to 2025. After her partner Sergio lost his job, Daniela saw it as an opportunity for them both to try something new as creatives. The couple applied for Vassar, one of Bogotá’s best-known design and entrepreneurship fairs, with three product prototypes to start with. To their surprise, La Miscelánea was accepted. After the intense process of creating a catalogue of 50 products in a month, they featured at the first edition of the fair.
Only a year later, La Miscelánea has already seen huge success. Daniela and Sergio have now created hundreds of products – from vibrant notebooks, pouches and cards to table lamps and décor infused with personality – as well as participating in three additional fairs and opening their store in March 2026. More recently, they’ve sent over 600 pieces that were accepted at Goods for the Study, a major New York retailer, ensuring their products are on sale alongside recognisable brands.
“We took a Polaroid of one of our products on their shelves, found the buyer’s contact details and sent a handwritten letter explaining how meaningful it would be for us to become part of their curation. The conversation developed naturally. Now we know that the route is to go to international fairs, set up a line sheet, understand shipping costs upfront and many more things.
“Not knowing the usual route into an industry can sometimes be an advantage. It makes you less afraid to be direct, so follow your intuition and ask.”
This shift to collaborating as a couple isn’t the first time Daniela and Sergio have worked together either – which is why it came about so naturally.
“Our first creative collaboration was our wedding in Havana, where we designed everything from the invitations and coasters to the playlist. In many ways, it was our first rehearsal for La Miscelánea. Sergio’s background as a PhD lawyer brings structure to the project, allowing me to focus on production, product design and creative direction. He’s also one of the most creative people I know when it comes to words. He leads much of our copywriting and helps shape the brand’s storytelling.”
At the heart of the project lies Daniela’s fascination with ordinary things that go unnoticed. But La Miscelánea is also a personal project between the two creatives, with the intention of bringing well-designed, Colombian-made objects to their neighbourhood with their in-person store. Ultimately, it’s what Daniela and Sergio hope will be their legacy as creative artists, reflecting both their collaboration and relationship.
“Without question, the Casita Niza and Casita Macarena greeting cards are the most special to me. They reflect La Miscelánea’s visual identity, but they also carry a very personal story. I originally designed them to write a letter to my husband, Sergio, and tell him that he was my home. Finding someone who makes you feel at home is not easy; finding someone who believes in your ideas and is willing to see them through with you is even rarer.”
Looking forward, there’s plenty to be excited about for Daniela and La Miscelánea’s journey. With work now on sale alongside similar products – “it’s still surreal to see it alongside Japanese, German and Italian brands we’ve admired for years” – they’re focused on developing new material-led collections and branching out to collaborate with more local creatives, while still maintaining the project’s roots in Colombian heritage and culture.
“I recently created a collection called Alquería (named after the Bogotá neighbourhoods where every house is a fabric shop). I was fascinated by the colours of a textile made from leftover fabrics, so I decided to combine it with three other materials to create bags, laptop cases and pencil cases.
“We’re really excited to strengthen our wholesale relationships and collaborate with people and spaces that share our interest in colour, curation and well-made everyday objects.”
Reflecting on how far it’s all come, Daniela shares her one piece of advice.
“Hold on to the ideas that feel personal to you, even if they seem small or uncertain. Working with your hands can bring clarity, patience and a kind of ease that is hard to find elsewhere. Let your practice grow slowly and honestly, led by curiosity rather than pressure – and never underestimate the power of paper and pencil.”
Want to see more from La Miscelánea?
Check out their website and Instagram page.
