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DMK Turns 24: Growing With Purpose - Unveiling New Boutiques, Live Shopping And A Brand Facelift

Singapore, November 2024  – This November, as DMK celebrates its 24th anniversary, the brand marks a year of bold transformation and exponential growth. Led by second-generation owners and sisters, Sophia and Eileen Goh, DMK has embraced changing consumer trends, expanding its physical presence by close to 50%, opening three new boutiques, and selling nearly 10,000 products via TikTok Live in under eight months. Recently featured in Harvard Business Review, this inspiring journey showcases DMK’s commitment to innovation and resilience, continually evolving to meet the aspirations of modern consumers.

 

Throughout 2024, DMK has embraced a forward-thinking approach, introducing new retail experiences and engaging customers on fresh platforms. As one of the pioneers in TikTok live shopping within the footwear sector, DMK has conducted weekly live streams since Q2 2024, offering styling advice, product insights, and personal interaction with the brand’s community. This initiative alone has driven nearly 10,000 sales, a testament to DMK’s ability to leverage social media to build stronger customer connections.

The brand’s physical footprint has also expanded significantly, with new boutique openings in high-traffic locations such as Tampines 1, Compass One, and Alexandra Retail Centre. These stores bring DMK’s stylish and comfortable shoes and bags closer to where people live and work, reinforcing DMK’s commitment to accessibility and community building.


Under Sophia and Eileen’s vision, the new stores also reveal a refreshed aesthetic, signaling a new era for DMK. Moving away from DMK’s former bold pink and floral concept, the boutiques at Compass One and Tampines 1 now embrace a minimalist, open-store design with warm, clean lighting that enhances spaciousness and creates a serene, welcoming environment. While subtle elements of DMK’s original style remain, they are presented with a refined touch, aligning with the brand’s evolving, sophisticated identity while staying true to their core values.

In addition to these visual updates, DMK has prioritized comfort, investing in research and development to elevate product quality. Since early 2024, nearly all products now feature cushioned soles and softer materials, a testament to the brand’s commitment to both style and comfort.

"Looking ahead, we want to redefine DMK as a fun, creative, aspirational, and approachable brand that can transcend time and generations, one that women at every stage of life can turn to for style, comfort, and a sense of community," shares Eileen, highlighting the sisters’ vision for DMK’s future.

DMK 24th Anniversary

To mark its 24th anniversary, DMK is also launching a special Anniversary Collection, featuring celebratory designs that showcase subtle sparkles, trending silver accents, and signature sweet bows, all crafted with DMK's hallmark elegance and versatility in mind.

With each step forward, DMK remains committed to evolving with purpose — growing not just as a brand but as a community that empowers women everywhere to express themselves with style, comfort, and confidence. 

Key Design Points

Subtle Sparkles: There’s no better way to celebrate than with a little shimmer. The Crystal Clear Confidence Heel Pumps ($49.90) add a touch of sparkle and glamor, making them the ideal choice for any event or special occasion. With their refined design, these pumps seamlessly elevate celebratory looks while remaining versatile for professional settings.

Timeless Silvers: Silver tones make the ultimate statement, blending effortlessly into both workwear and festive occasions. Choose between the Madelyn Slingback Heel Pumps ($49.90) with a chic kitten heel with a unique flower motif, or opt for the Hadley Slingback Heel Pumps ($53.90) for added height with a block heel. Both styles are crafted for timeless elegance and versatility, suitable for any occasion.

Coquettish Bows: Bring a playful yet sophisticated touch to your look with the Bailey Ballerina Flats ($46.90). Featuring delicate bows and soft pastels, these pointed-toe flats are perfect for special occasions yet polished enough for work. For an elevated coquette elegance, introducing the Hadley Slingback Heel Pumps ($53.90), featuring dainty bows with a sleeker and more elegant silhouette. These versatile pieces offer all-day comfort with effortless style.

As with all DMK shoes, the Anniversary Collection is equipped with cushioned soles and soft lining, allowing you to step confidently into any celebration, workday or dates. Designed for easy slip-on wear, each piece offers the perfect balance of elegance and practicality to celebrate in.

 

The Anniversary Collection is now available online and at all DMK boutiques islandwide.