Gift Focus inc Attire Accessories - Page number 145 - September/October 2021

145 UP AND COMING JEWELLERY MATTERS DEMI+CO Co-Founder and Director Sim Mistry discusses the brand’s evolution from a side hustle to full-time business, with stunning jewellery and homewares at the heart of its offering… When did you start up and why? We had the idea of creating a jewellery brand in the summer of 2018 and after researching and planning, we launched DEMI+CO in early 2019. The business originally started off as a side project, but it slowly grew. We added more products and it became a full time business. What prompted you to launch the business? We wanted to create a brand that would allow us the freedom to work around our children and give us both some flexibility. Plus, we both have over 15 years’ experience working in the creative industry providing design, marketing, digital and PR services to brands and we wanted to use our skills to create a business and a brand for ourselves. What challenges have you overcome since the company’s launch? There have been a number of challenges, from supplier delays and short term delivery problems during the height of the pandemic. Luckily, we were able to overcome most of these effectively and our customers during lockdown were very understanding, which we are grateful for. We definitely have put blood, sweat and tears in to the business but it’s all been worth it.