Dianna Cohen

Tastemaker Series

Dianna Cohen

Founder of Crown Affair

What was the initial spark or moment that inspired you to create Crown Affair?

The initial spark for Crown Affair came from my lifelong love and ritual of caring for my hair and realizing that so many people in my community didn’t know how to take care of their hair. Growing up, I was always fascinated by the way my mom approached haircare — not as a chore, but as a meaningful, luxurious part of her day. That idea of taking a moment for yourself, of treating haircare like skincare, really stuck with me.

Fast forward to spending a decade working in the consumer space for some of the fasting growing brands, I noticed a gap specifically in the salon-quality haircare I was using, and what I actually desired from a contemporary haircare brand. All I could find were high performance products that weren’t actually formulated for the health of your hair— and nothing that celebrated this beautiful ritual of haircare in a modern, intentional way. I wanted to create a brand that combined effective, clean formulas with tools and products that empower people to enjoy caring for their hair. Crown Affair is really about slowing down, embracing your natural texture, and transforming haircare into a ritual you look forward to every day. Healthy, hydrated hair is possible with the right holistic ritual.

"Elevated daily rituals are about finding joy and intention in the little things, and SFERRA linens embody that perfectly. For me, it’s about the transformative power of touch—sliding into a bed made with SFERRA sheets at the end of a long day instantly grounds me."
– Dianna Cohen, Founder of Crown Affair

What does well-being mean to you, and how do you prioritize it in your personal life and in the brand's philosophy?

Well-being, to me, is about creating balance and intention in every aspect of life — physically, mentally, and emotionally. It’s about slowing down, paying attention to what truly nourishes you, and showing up for yourself with care and consistency.

In my personal life, I prioritize well-being through small rituals that ground me — like my morning matcha, daily meditation, and taking time to care for my hair. Haircare, for me, has always been a form of self-care. Brushing my hair slowly, massaging my scalp, or letting my hair air dry naturally is a chance to pause, breathe, and connect with myself.

This same philosophy is woven into Crown Affair. We believe that taking care of your hair is an extension of taking care of yourself. Our products and rituals are designed to encourage you to slow down and make space for intentional moments of care — because when you feel good in those small, everyday ways, it creates a ripple effect on your overall well-being.

What role does design and craftsmanship play in creating the Crown Affair experience?

Design and craftsmanship are at the heart of Crown Affair and everything we create. From day one, I’ve believed that the products we use daily — the tools, the bottles, the formulas — should not only perform beautifully but also feel beautiful to use. Thoughtful design elevates the everyday and transforms something as simple as brushing your hair or applying a leave-in conditioner into a meaningful ritual.

We’re intentional about every detail, from the weight of our brushes to the curves of our combs and the clean, minimal design of our packaging. It’s about creating products that are timeless, functional, and a joy to reach for — pieces that you’ll want to keep on your vanity and use for years to come.

Craftsmanship plays an equally important role. Whether it’s our hair brushes, handmade in Italy, or our hand-carved combs made in Switzerland, we work with partners who share our commitment to quality and care. The result is an experience that feels considered, elevated, and personal — because taking care of yourself, and your hair, deserves that level of attention.

When you think of elevated daily rituals, how do SFERRA linens create moments of luxury in your life?

Elevated daily rituals are about finding joy and intention in the little things, and SFERRA linens embody that perfectly. For me, it’s about the transformative power of touch—sliding into a bed made with SFERRA sheets at the end of a long day instantly grounds me. Their craftsmanship and attention to detail remind me to slow down and appreciate the beauty of quality and care.

From the crispness of their percale to the softness of their cashmere throws, these linens create moments of quiet luxury that elevate the everyday. Whether it’s setting the table with SFERRA napkins for a special dinner or simply wrapping myself in one of their towels after a shower, these pieces inspire me to savor the present and make my rituals feel that much more special.