Interview with our founder: Business, motherhood and finding calm in the chaos

By Holly Armstrong
03 November

Having launched DMY Studios at 22 – with no prior design or business experience – Demi Mae Yip’s eponymous accessories label has since gained cult status, notably attracting fans amongst today’s cohort of style arbiters, from Bella Hadid to Selena Gomez. Since being recognised in the 2024 Forbes 30 Under 30 list, Yip’s ambitions for DMY Studios have shown no signs of slowing. The brand recently debuted its first jewellery collection, marking a bold step into a new realm of creative expression for the designer. Yet behind the scenes, beyond the accolades, Yip’s trajectory has been defined by a quiet determination and an enduring pursuit of balance. In this interview, she reflects on morning routines, self-care, and the ever-evolving art of juggling motherhood with business.

What first inspired you to start DMY Studios, and how has your vision evolved since those early days?

I started DMY Studios in 2018 out of a desire to create timeless, well-designed pieces that felt both elevated and accessible. I was frustrated by how difficult it was to find eyewear that struck the balance between quality, design, and price — everything either felt overly trend-driven or unattainable. I saw an opportunity to bridge that gap with pieces that were understated yet distinctive, thoughtfully made, and built to last.

Since then, the vision has naturally evolved. What began with eyewear has now expanded into jewellery, yet the philosophy remains unchanged: to create pieces that transcend trend and season — designed to be worn, lived in, and loved for years to come. 

As both a founder and a mother, what does a typical morning look like for you? 

Mornings are definitely not as relaxed these days! It usually starts with some chaotic nappy changes, quick breakfast and a reading of ‘Jonty Gentoo’ before we hop in the car and drop Romeo to nursery. Once I’m back at my desk, it’s emails, some back and forth with suppliers and planning out my daily to-do list. 

What’s a small ritual that guarantees your day gets off to a good start?

I can’t go without my morning oat matcha. I used to be a devoted coffee drinker, but I wanted a more sustained caffeine release, so I switched to matcha, and it definitely keeps me more alert and focused throughout the day. If I don’t have any morning meetings, I’ll try to fit in a reformer class. I fell in love with Pilates almost two years ago. I prefer this style of exercise to the gym because it’s more about flexibility and alignment than just building strength. It always leaves me feeling centred and sets a positive tone for the rest of the day.

Do you think there’s a “secret” to balancing work and family, or is balance even the right word?

I try to keep the weekends work-free and for family time but during the week, the reality is that I find it difficult to find that middle ground. There’s still so much I want to accomplish as a business owner and I’m now pregnant with my second, so life is very full. Motherhood was something I’d always wanted from a young age, and I don’t think women should feel like they have to choose between a career and being a parent. For me, it’s about being fully present when I’m with Romeo – even if that means catching up on work in the evenings once he’s asleep. It’s not always seamless, but it works for me right now, and I’ve now learned that this is what’s most important.

What’s always on your nightstand?

My Dr. Dennis Gross LED face mask. It’s a non-negotiable part of my night-time routine, along with Bio-Oil. I’m getting through bottles of that stuff in an attempt to minimise my stretch marks.

Favourite place to escape when you need to reset?

For me, Soho Farmhouse is the perfect place to reset. There’s nothing better than enjoying an early dinner in the Main Barn before curling up in a robe in front of the wood burnerin your oversized emperor bed, Negroni in hand, of course. It’s the kind of place you never want to leave.

Style-wise, what’s your everyday uniform—the piece you always feel your best in?

Currently, I spend my days in M&S trackies and Uniqlo fleeces; they’re super soft, easy to move in, and there’s plenty of room for my bump. On the rare occasion I’m going out, I’m obsessed with the Skims Fits Everybody dress. It’s comfortable, effortlessly flattering and does amazing things for the bump. It’s my go-to for feeling relatively put-together with zero fuss.

What are your DMY must-haves?

The Bibi Black has to be my favourite pair of sunglasses. They’re effortless and perfect for everyday, you just can’t go wrong. And for jewellery – the Simone Hoops. I love the balance of fluidity and chunkiness, plus they come in both gold and silver.

If you could raid anyone’s wardrobe, whose would it be?

Rosie Huntington-Whiteley. Her style is so effortless and refined. 

What’s the best piece of business advice you’ve ever received, and what advice would you pass on?

To stay resilient. It’s so easy to slip into a negative headspace when things don’t go your way, but business is a constant ebb and flow, and success often comes from how you handle the setbacks. Don’t let challenges overwhelm you, try to use them as fuel. There’s no single formula for success, but resilience will carry you through the moments when nothing else feels certain. 

Looking ahead, what excites you most about the next chapter, for you and for DMY Studios?

I’m super excited about having launched jewellery. I embarked on this journey almost 2 years ago and it’s been amazing learning about the whole process, so to see it finally come to fruition is super rewarding. It’s almost like you’re starting again! And as I mentioned above, I am pregnant with number 2 - due early next year - so things are also going to get a little more chaotic in our household but I guess you can say we love a challenge.