Let's Get Rhinestoned

Photo, styling, fashion by Daniel Diamond

When you hear the name Daniel Diamond, you may picture rhinestones, fringe, and bold silhouettes commanding stages from Nashville to New York. But behind the sparkle is a deeper story—one of vision, friendship, loss, and the unrelenting pursuit of creative purpose. Founded by Daniel Musto and Lani Diamond (Lupton), with their late best friend and third partner Emily, Daniel Diamond has quickly evolved from a festival idea into a household name in Western-inspired fashion. Today, it’s not just a brand. It’s a movement.

The story of Daniel Diamond began in the California desert in 2019, where Daniel and Lani were dressed in head- to-toe denim, rhinestones, and fringe at the Stagecoach Music Festival. “People were stopping us nonstop,” Daniel recalls. “They wanted to know where our outfits were from. That’s when it hit us: there was a real demand for expressive, western fashion that didn’t feel like a costume.”

With Daniel’s years of experience as a Hollywood stylist, and Lani’s high-end fashion and retail expertise, the duo turned their lightbulb moment into a full-fledged brand. By Black Friday 2019, Daniel Diamond had landed in retail through a launch with the iconic Ron Herman boutique in

Los Angeles.

Then came a pivotal moment that catapulted the brand onto the national radar. Gwen Stefani, known for her distinct style and star power, wore a customized Daniel Diamond jacket with “BLAKE” emblazoned across the back for her surprise performance with Blake Shelton in L.A. She tagged the brand on Instagram, and just like that, “the rest was history.”

Building in Nashville, Dressing the World

In August 2020, Daniel Diamond moved its home base from L.A. to Nashville—a city not traditionally seen as a fashion capital, but one steeped in the very materials and culture the brand represents.

“Nashville and the Grand Ole Opry are built on rhinestones,” Lani says. “Fringe was originally utilitarian here. So, while it may not be Paris or Milan, its bones are the ingredients that make Daniel Diamond what it is.” Since the move, the brand has exploded. You have been able to find their designs in retailers including Neiman Marcus, Nordstrom, Anthropologie, and Boot Barn. In July 2025 they opened a store in the Nashville International Airport (BNA). The BNA opportunity has been nearly two years in the making and will mark a major milestone in reaching customers at the intersection of travel and style in the airport’s brand new Concourse D.

Daniel Diamond’s pieces are no strangers to global stages and red carpets. Some of the world’s most iconic performers—Beyoncé, Gwen Stefani, Dolly Parton, Shania Twain, Carrie Underwood, Kelsea Ballerini, Lainey Wilson, Miranda Lambert, Kacey Musgraves, Cardi B, Diplo, and Jelly Roll—have all donned the brand’s signature sparkle.

One especially emotional milestone came in 2021 when Carrie Underwood took the stage at CMA Summer Jam wearing Daniel Diamond. “I was in the audience and just lost it,” Daniel shares. “A few years before, Emily had held me in the pit at Carrie’s Stagecoach set and said, ‘One day, you’ll dress her.’ That moment felt like everything had come full circle.”

Another surreal experience? Seeing Diplo light up Times Square in a Daniel Diamond outfit. It was another sign that what began as a passion project had become a cultural force.

But the founders are quick to point out that the brand isn’t just for celebrities. “We believe every customer deserves their stage-moment,” Lani says. “Whether it’s a festival, a night out, or just trying something new, we treat every client with the same attention to detail. Everyone gets their 15 minutes of fame—our job is to dress them for it.

The third co-founder of Daniel Diamond was never one to seek the spotlight, but her presence is woven into every stitch of the brand. Emily, Daniel and Lani’s best friend and original partner, tragically passed away just as the brand began to rise. Her death left a void—but also a purpose.

“Emily exuded joy simply because she wanted it to be contagious,” Daniel says. “She taught us that our true mission wasn’t just about fashion—it was about spreading happiness, building confidence, and lifting people up.”

From the very beginning, Emily was the heartbeat of the team. “She believed that the fringe on our backs was like superhero capes, and the fringe on our sleeves were angel wings,” Lani adds. “Every time we create a new piece, we think about how it can enhance someone’s life experience. That’s her legacy.”

Emily’s ethos of joy, authenticity, and emotional connection still guides the way Daniel and Lani work with clients, hire team members, and make creative decisions. Her belief in the brand’s longevity has inspired a culture that goes beyond profit or fame, focusing instead on impact and emotional resonance.

Creative Hustle Meets Business Drive

While the rhinestones shimmer on the surface, running Daniel Diamond is no glitter-filled fantasy. “Our days are jam- packed with logistics,” Daniel says. “Creative conversations have to be deliberately injected into the schedule.”

Lani agrees. “It’s a balance between maintaining the brand’s visual identity and ensuring the business operates smoothly at this scale.”

Key decisions and “a-ha” moments have accelerated the brand’s rise. Like the day Daniel was driving on the 405 freeway in L.A. and realized Gwen Stefani needed a jacket that said “BLAKE.” Or when Lani saw an old Nudie Mobile and knew it belonged in their CMAFest activation. Following through with those sparks of inspiration—executed at the highest level—has become their superpower.

Not all defining moments come from celebrities or runways. One of the most unforgettable came in 2022 when a customer burst into the Nashville store and exclaimed, “I am LOVING this whole ‘rhinestone movement’!”

That phrase stuck. Today, Rhinestone Movement isn’t just a catchphrase—it’s part of the brand’s identity, capturing the fun, free-spirited, and fearless nature of Daniel Diamond’s growing fanbase.

A Legacy of Confidence, Creativity, and Connection

So what’s next for Daniel Diamond? A whole lot, it seems.

“We’d love to open a store on one of Dolly Parton’s properties one day,” Daniel says. “But our big dream? A Daniel Diamond store in the Dubai International Airport. It’s a global crossroads, and it reflects our belief that our pieces belong on the world stage.”

Beyond expansion, Daniel and Lani are focused on ensuring their pieces become heirlooms—items that are passed down and treasured for their craftsmanship and spirit. “If every rhinestone on earth is assumed to be Daniel Diamond before proving otherwise, we’ll know we’ve left our mark,” they say. “And if every person smiles when they see one, we know Emily has left hers.”

At its core, Daniel Diamond isn’t just a fashion label—it’s a reminder that joy, boldness, and a touch of sparkle can change how we move through the world. It’s about putting on a jacket and feeling like a leader. It’s about honoring a best friend who believed in magic. It’s about giving everyday people permission to shine like superstars.

As Daniel and Lani continue to push boundaries in fashion, they never forget where it all began, or who they do it for. “Our legacy won’t be built solely on celebrity endorsements or international retail,” Daniel says. “It’ll be built on the way people feel when they wear Daniel Diamond. That’s the sparkle that lasts forever.”

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