She Sees Magic in Every Corner of Memphis
Mara Daniele is writing a love letter to Memphis, one Instagram post at a time. The creator behind Mara in Memphis shares how a decade abroad shaped her storytelling, why she champions local businesses, and what inspires her to find beauty in the everyday. Image: Ted Partin
Bright, joyful, and endlessly curious, Mara Daniele has made it her mission to uncover the everyday magic of Memphis. After a decade living abroad in Europe, she returned home in 2024 and launched Mara in Memphis, an Instagram presence dedicated to celebrating local gems, creativity, and the community that makes this city shine. With her signature thrifted wardrobe and knack for romanticizing real life, Mara brings a refreshing, optimistic lens to the place she loves most … one post at a time.
You spent nearly 10 years living in Europe before returning to Memphis. What called you back home?
Every time I would come back to visit, I would feel more and more homesick for Memphis. My brother started having kids, and I was missing out on more and more things; the energy just seemed to match exactly where I was in life. I finally made the decision that it was time.
What was the inspiration behind creating Mara in Memphis?
I was so tired of hearing all the bad things about Memphis. Every time I visited, it felt like one of the greatest cities in the world. I’d traveled a lot, but there was a culture and essence to the city I couldn’t shake. I started documenting the things I was doing and started Mara in Memphis to show my point of view of what the city actually is, despite all the bad publicity we get.
How did a decade abroad shape your storytelling?
Meeting so many people and seeing so many different perspectives gave me a whole new world in my head to pull from. The communities, friendships, love, and things to do along the way helped me see that life really is great. It is all about how you fill up your glass. My storytelling is based on romanticizing and seeing that, if you romanticize enough, those dreams start to manifest themselves in your everyday life.
When you explore the city, what draws you to places or activities that feel “share-worthy”?
I love anything that someone builds locally. I want to praise them and brag about all the creative people, places, and things we have going on. To me, share-worthy is always capturing the true personality of the city and the people who inhabit it.
“I’ve always thrifted since I was young,” she tells us. “I’m really into shopping sustainably and buying things that you’ll keep forever. Thrifting feels like such a beautiful way to do that. I also LOVE having one-of-a-kind pieces. It makes getting dressed in the morning so creative.” Image: Ted Partin
Your platform champions community — especially small, local businesses. Why is that such an important part of your mission?
My dad is an immigrant in this country, and he built his foundation with a small, local business. There’s such personality and history in the local spots. You may find more of a story there than if you go to a chain. Local businesses and activities offer a one-of-a-kind experience that no one else will have outside of Memphis. There’s magic and power in that.
What have been some of your favorite local collaborations so far?
I have loved collabs with Rattlesnake Betty, a local mixed-media artist here in town. She stretches my creativity, and she’s such a gem of a human being.
Memphis has its challenges, but you highlight its beauty in such a refreshing way. What do you wish more people understood about the city?
That there are things to do! It’s as simple as that. There’s a new event going on every night. I have a hard time deciding what I want to get involved in because I’m absolutely spoiled for choice!
What’s something about your work that people might be surprised to learn?
I’m very, very, very type A. Whatever you see from me has been something that’s been strategically planned out and definitely lives inside a color-coded Google doc or an Asana list.
Is there a story, message, or moment you’ve shared that resonated with your audience in a way you didn’t expect?
“Around the World in 80 Plates” with my grandpa is something that people are LOVING, and I love that so much. We’ve been doing it since I would come home and visit for the holidays. It’s lovely to see that people enjoy coming along on our journey with us. Even though no one can believe he’s my grandpa!
What Memphis “hidden gem” do you think more people should know about right now?
The Occasional Leopard is such a cool thrift spot! It’s by appointment only, but it has some of the most unique treasures I’ve seen.
What’s next for you — any personal projects, creative goals, or new directions you’re excited to explore?
I’m working on a Mara in Memphis website, and it’s all I can think about at the moment. Think blog posts, a newsletter, downloadable guides, all the good things. I want it to be a one-stop shop for people who are either visiting Memphis or looking for something unique to do. I also want to make a coffee table book.
What’s your best piece of advice?
Really listen to your gut and your heart on things. Your intuition is one of the most intelligent things about you, so treat it like a muscle. The more you work on listening to it, the stronger it gets, and it will lead you to exactly what’s meant for you.
Finally, we always ask — aside from faith, family, and friends, what are three things you can’t live without?
Tacos, a good vintage find, and The Beatles.
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Gaye Swan
As a professional writer of over 20 years, Gaye is an avid traveler and enjoys highlighting food, culture, and attractions around the South. While Gaye is passionate about life in Memphis, she grew up in Meridian and is still a Mississippi girl at heart.