Interviews

The Interview — Daniela Cecilio, CEO & Founder, ASAP54

CEO & Founder, ASAP54

Dynamic fashion tech entrepreneur, Daniela Cecilio, is the woman set to change the way you search, discover and buy fashion online in 2014. The 33-year-old is a founding member of the uber successful fashion-portal, Farfetch.com, and also happens to be the wife of its founder and CEO, José Neves. Now the Brazilian-born, ex fashion designer and ‘fashion obsessive’ has branched out on her own to launch ASAP54, the first ever fashion app that allows users to discover products through its social fashion community. ASAP54 also includes the latest in visual search technology and its own personal styling service. Follow ASAP54 on Facebook, Twitter and Instagram.

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August 28, 2014

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R&S

One piece of advice you would give your 18-year-old self:

Daniela

Remain 18. I really wanted to have a job at that point, be responsible and grow up. I do regret it so badly. I should have been a bit less responsible and enjoyed that age by making friends and having fun.

R&S

Your most recent culinary discovery and obsession:

Daniela

Tapioca, I have such an obsession with it that I take it with me everywhere. It is my favorite breakfast. I make a pancake out of it and add turkey breast and ricotta as filling, so yummy. 

R&S

Your motto in life:

Daniela

Enjoy the journey; you never know where it takes you, so you might as well appreciate the ride, instead of worrying where it will take you. You get to find the most amazing things in life when you get lost. 

R&S

A secret talent we should know about:

Daniela

Multitasking, I can be replying to a very serious email, listening to people’s conversation and also thinking of my next holiday. Sometimes I impress myself. I have also become a professional packer – 40 minutes and I can pack for a weekend away and very rarely leave things behind.

R&S

Your longest lasting friendship:

Daniela

My sister, she has been in my life for 32 years, and she has always been my best friend. I try to work on this friendship to keep it this way forever. 

R&S

The beauty products found in your bag at all times:

Daniela

Chanel hand cream and YSL gloss. 

R&S

You decompress each day by:

Daniela

I like to go to the gym in the morning, and this takes the stress away. I also try to meditate but I often forget to do so. When I feel very stressed, I go for a short walk.

R&S

The pair of jeans you will never grow tired of:

Daniela

My Levis 501s, I love them.

R&S

The trend you hope never goes out of style:

Daniela

Boyfriend jeans and white heels.

R&S

Where does your credit card get the most use:

Daniela

Farfetch.com and restaurants; I shop a lot and eat out every day.