Today we’d like to introduce you to Daniela Logan.
Hi Daniela, please kick things off for us with an introduction to yourself and your story.
I moved to the U.S. from Morelia, Mexico when I was 11 years old. That experience shaped so much of who I am, especially because I arrived at a unique age — old enough to remember and deeply miss home, but not quite young enough to fully grow up alongside the kids here. For a long time, I felt like I didn’t quite belong in either place.
Eventually, I went on to study Kinesiology and Nutrition at the University of Houston with plans to pursue physical therapy. One summer, while completing observation hours in Florida, I realized the healthcare field wasn’t the right fit for me. The structure and restrictions around patient care felt limiting, and I craved something more creative and dynamic.
That shift led me to work at the same building supply company as my mom. At first, I was just helping the owner set up a new location — designing the office, decorating the showroom, organizing samples. I naturally moved into an office manager/accounting role, where I started overseeing vendors, including the hardware department. That’s when something clicked. I found myself drawn to the world of architectural hardware — the products, the people, the process.
Over time, I became more involved in hardware sales, and I realized not only was I good at it, I loved it. I loved meeting with designers, builders, and homeowners — especially those building custom homes. I got to know their styles, their stories, their families. I understood how overwhelming building a home could be, and I made it my mission to make the hardware process as easy and enjoyable as possible.
After nearly a decade of balancing both the office side and sales side of the business, my husband and I made the decision to start something of our own. Becoming parents during the pandemic made me reevaluate what I wanted — more flexibility, more family time, and more control over my future. Starting Houston Hardware was terrifying and challenging, but it’s been the best decision I’ve ever made. There’s something incredibly rewarding about seeing your hard work pay off in real time.
We launched our showroom with nothing, and while we’re still growing, I’m so proud of how far we’ve come. I still get to do what I love, while also being present for my family. One of the biggest lessons I’ve learned is that the results you see are directly tied to the effort you put in. When you truly love what you do, working late or on weekends doesn’t feel like a burden — it feels like building something meaningful.
Houston Hardware has become a family affair, and I hope that one day our kids will look at what we built and know they were our greatest inspiration.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Definitely not a smooth road — but I don’t think anything truly meaningful ever is. Construction, in particular, comes with its own set of challenges, especially as a young woman. There’s still a stigma that women don’t belong in this industry, or that we don’t know what we’re talking about. I’ve been talked over, underestimated, and even told I should wait for “the boss” — when I am the boss.
But those moments have only fueled me. They’ve pushed me to prove not just to others, but to myself, that I belong in this space. Over the years, I’ve had the privilege of meeting some absolutely incredible women in construction — women who are smart, tough, and doing amazing work with everything stacked against them. They inspire me every day.
Taking the leap to start Houston Hardware helped me grow a different kind of confidence. I’ve realized that I do know what I’m talking about — because I’ve put in the work. I love to learn, I study my trade, and I’m genuinely invested in the craft of what we do. That knowledge and passion have become my foundation.
Of course, struggles don’t go away just because you love what you do. Every small business has growing pains — from logistics and financial pressure to juggling family life and everything in between. But I believe that if your intentions are clear, if your heart is in the right place, and you stay true to who you are rather than trying to “fit in,” things begin to align.
At Houston Hardware, we’ve built our brand around how we live our lives: treat people well, work hard, and good things will come. We’re not just here to take orders — we’re here to build relationships, and to show our clients that we’ll always go the extra mile!
We’ve been impressed with Houston Hardware, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Houston Hardware is a boutique showroom specializing in architectural hardware for cabinets, doors, and bathrooms — with a focus on custom homes. We don’t just sell beautiful hardware; we offer a hands-on, personalized experience from start to finish.
One of the key services that sets us apart is our thorough walkthroughs and take-offs. We go onsite to make sure every piece of hardware is accurately counted, sized, and specified. From there, we carefully label each item to ensure everything is accounted for — and to make installation as efficient as possible. Installers don’t have to waste time guessing where things go, which saves both time and money for everyone involved.
We also work closely with the full team on a project — builders, designers, and homeowners — to make sure selections are cohesive, within budget (if applicable), and tailored to the vision of the home. When there is a homeowner involved, we take the time to meet with them directly, helping them navigate the selection process while educating them on materials, finishes, and brand differences. We want our clients to make informed decisions they’ll love for the long run — not just choose what’s trendy or popular in the moment.
What we’re most proud of is that our business has grown almost entirely through word of mouth and referrals. That tells us we’re doing something right. People come back to us — and send their friends and family — because they trust us, not just to deliver great hardware, but to show up, stay involved, and care about their homes as much as they do.
At Houston Hardware, we’re not about quick sales. We’re about relationships, reliability, and creating a process that’s thoughtful, supportive, and deeply personal. When someone chooses to work with us, we want them to feel confident and taken care of, every step of the way.
Do you have any advice for those just starting out?
Be patient — that’s the biggest thing. Nothing good comes quickly. Social media can make success look instant and effortless, but the truth is, it takes a lot of hard work, time, and consistency. And honestly, that’s what makes it all so rewarding in the end. The effort you put in now will not only help you grow, but it will also give you a deeper appreciation for others who are just starting out too.
Don’t be afraid to put yourself out there. Your business won’t grow unless you do. It’s uncomfortable at times asking questions, facing rejection, stepping into unfamiliar roles but that discomfort is where growth happens.
Learn to be okay with hearing “no.” You’ll hear it a lot. But every “no” is a lesson, and often just a step closer to the right “yes.” Keep going, keep learning, and don’t let rejection make you doubt your path.
Also: there are no dumb questions. The only mistake is staying silent because you’re afraid of looking inexperienced. Asking questions [even the awkward ones] is how you learn, grow, and get better at your craft.
And finally, believe in what you’re selling. People feed off your energy. If you’re passionate and confident, they’ll feel that. Try everything. Take the risk. Because honestly, what’s the worst that can happen? You fail? To me, that’s better than living with the “what if” of never trying.
Contact Info:
- Website: https://www.houston-hardware.com
- Instagram: https://www.instagram.com/houston.hardware
