A Welsh businessman, Demi Pendakis, made a life-changing decision after a harrowing battle with Covid-19 which led him to leave behind his high-paying job in global fashion and start his own business. The 46-year-old father of three reflected on his Covid-19 experience, describing it as a “nightmare” and revealing his uncertainty about surviving as he found himself on a ventilator during the early days of the pandemic in 2020. He shared, “Nobody knew what Covid was back then or what it could do to you. I panicked and lay there asking myself, ‘Have I spent my time in the right way? If I make it out, I have to make changes’.”
Although Demi made a full recovery from Covid-19, the episode served as a wake-up call for him to reassess his life priorities. Having spent over two decades overseeing sales and commercial operations for major clothing suppliers such as Shahi Exports and Li & Fung, Demi decided to step back from the gruelling demands of his high-flying career, which included long work hours and extensive travel. Despite the perks of a six-figure salary, a luxurious home, and frequent trips abroad, Demi realised the toll it was taking on his well-being and family life as he was often away from his wife and three daughters.
During Demi’s recovery, a simple gesture from a friend offering him a plate of figs triggered a nostalgic memory from his childhood in Greece. This moment inspired him to create F.Y.G (Find Your Glow), a luxury fragrance and lifestyle brand. Drawing on his experience and newfound perspective, Demi collaborated with Candle Shack, a UK candle-making specialist, to develop his signature scents. Following his hospitalisation, he officially launched his business, incorporating multi-colored designs into his products as a tribute to the NHS staff who had cared for him during his illness.
Starting with a personal tribute, F.Y.G has since gained traction, with its candles and fragrances now being stocked in upscale retailers, luxury hotels, and online platforms across the UK. The brand has not only garnered multiple awards but has also achieved significant financial success with an impressive turnover of £550,000. Despite the financial challenges that come with entrepreneurship, Demi has no regrets about his career shift. He emphasised the importance of prioritising health and family, stating, “Health is wealth. There’s no point having money if you’re not happy or healthy.”
Demi’s journey to success was not without its hurdles, as he had to overcome the emotional and financial responsibilities of managing his family’s business following his father’s untimely death when Demi was in his early 20s. Struggling with immense debts, he faced a dark period that led him to attempt suicide. However, through perseverance and resilience, Demi rebuilt his life from the ground up, emerging stronger from the challenges he faced. Reflecting on his experiences, Demi now aims to expand his brand globally, aspiring to ensure his children’s well-being and happiness while staying true to his values.
In sharing his story, Demi hopes to inspire others facing adversity and demonstrate that resilience and determination can lead to positive transformations. He acknowledges that every hardship can be overcome with the right mindset and support network. Looking ahead, Demi envisions a bright future for F.Y.G, with ambitions to establish its presence worldwide. Reflecting on his journey, he encourages others to pursue their passions and make changes that align with their values and well-being.