The DMK Story
Written by Eileen Goh and Sophia Goh
DMK's Beginnings
Every epic journey has a humble beginning, and DMK’s journey as a family business is no different. Back in the year 2000 (a time of questionable fashion choices and the haunting sound of dial-up internet), our Mum, Wendy Ng, had a eureka moment.
You see, our Mum was on a quest to find the perfect shoes – stylish yet comfortable. But there was a twist for her — her wide feet due to bunions made her quest Mission Impossible. The fashion industry, for the most part, seemed to sidestep those with broader feet — she felt like she didn’t belong as most shoes were made for feet that were narrower. It wasn't long before she discovered that many Asian women shared her shoe struggles. And so, fuelled by the audacity of a brilliant idea and with our Dad by her side, DMK was founded in 2000. Their vision? To help women look and feel good through fashion footwear - and to revolutionise ladies shoes.
The DMK Difference
From the very beginning, the core belief that accessibility should remain at the heart of DMK was established by our Mum. You see, our Mum came from a humble background that was more about grit than glamour, and it instilled in us a fundamental principle – that the value DMK provides should always be a luxury enjoyed by all.
So, our parents established close relationships with factories. No middlemen, no unnecessary markups. This ensured the products we created would always be friendly to wallets, welcoming women from every corner of life, regardless of their income.
But they didn't stop there.
In their quest for perfection, they revolutionised the whole footwear production method for DMK shoes. The result? Shoes that were stylish, sleek, and amazingly comfortable. Even for women with wider feet, our shoes feel like a dream. It's what makes slipping into a pair of DMK shoes feel like a unique experience – different, comforting, and undeniably ours. Our parents weren't just designing ladies’ shoes; they were crafting a legacy of value-driven solutions for the community right from the get-go.
To help women look and feel good through fashion footwear - and to revolutionise ladies shoes.
Passing The Torch
The journey of stepping into the family business felt like slipping into a perfectly tailored shoe – a seamless fit that was just waiting to happen. Our Mum played the role of our fashion muse from the moment we could remember. Alongside her, our Dad brought his own formidable skills to the table – a knack for forging connections and a keen business acumen that we couldn't help but admire.
As women who grappled with wide feet woes ourselves, we understood the transformative power of comfortable shoes on a woman's confidence. And so, what truly set our hearts ablaze was our parents' profound mission – to empower women to both look and feel their absolute best through the magic of fashion. Stepping into the family business became an inevitable and deeply meaningful journey.
We've always believed in the magical balance of style and comfort, like having your cake and eating it too.
Rebranding DMK
Navigating the wild ride of the 2020 pandemic was challenging and a bit disorienting. But, hey, challenges spark creativity, right? Back then, we dived deep into our budding existential crisis, questioning life and the meaning behind it all.
Since the start, DMK has been all about making women look and feel amazing. We've always believed in the magical balance of style and comfort, like having your cake and eating it too. But the pandemic gave us a nudge (okay, maybe more like a shove) to think bigger. So, we hit the refresh button, and decided to dive deeper into our mission, and go broader with our support for the community.
We used to primarily focus on work shoes (think fashionable heels and classic pumps). But we realized that shoes aren't just accessories; they're essential companions on every woman's journey, from conquering her first job to strutting through her everyday adventures. So, we revamped the DMK brand, expanded our products to support a woman’s life adventures beyond work (think: wedding shoes, party heels, casual sneakers, chic boots, and more) and breathed fresh life into our boutiques and brand, taking the brand to new heights.
But our aspirations extended far beyond aesthetics. We felt a calling to uplift our community beyond fashion in myriad ways. Our mission transcended mere fashion. We immersed ourselves in initiatives that supported survivors of domestic violence with Star Shelter in 2020, then with United Women Singapore in 2022, stood steadfast beside brave breast cancer warriors with Breast Cancer Foundation, raised our voices for the LGBTQIA+ community with Prout, and empowered underprivileged women to embrace a brighter future with Daughters of Tomorrow.
Our new purpose is about much more than just stepping up in style; it's about giving back to our community and ensuring that every woman strides forward with comfort and confidence.
Since 2023, we embarked on a new chapter in our mission, shining a brighter spotlight on the "feel good" aspect of our purpose
Moving Forward
In 2023, we embarked on a new chapter in our mission, shining a brighter spotlight on the "feel good" aspect of our purpose. We proudly forged a long-term partnership with Resilience Collective, wholeheartedly dedicating ourselves to championing mental health and wellness for women's holistic well-being. Our commitment extends far beyond the confines of the fashion world, reaching deep into the realm of emotions, a testament to our unwavering dedication to supporting women at every juncture of their lives.
Today, on World Mental Health Day, we're thrilled to unveil the relaunch of www.dmk.com.sg. It's a space that signifies so much more than just fashion; it's a platform designed to connect with you, foster resilience, and celebrate the strength within every woman. We can't wait to continue this incredible journey with you, side by side, as we embrace courage and conquer new horizons together! 🌟
#journeywithcourage #DMKSHOES #comfortablewomenshoes