A father of three has shared how losing his own father at a young age, combined with a terrifying battle with Covid-19, inspired him to make a major lifestyle change.
In early 2020, as the first lockdown began, Demi Pendakis was hospitalised with Covid-19. Reflecting on the experience, he described it as “a nightmare” and admitted he wasn’t sure if he would survive. The 46-year-old said: “One moment I was fine, and the next, I was lying in a hospital bed on a ventilator.”
“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’.”
Fortunately, Demi made a full recovery. However, his near-death experience led him to reevaluate his priorities, prompting him to leave his high-flying career in global fashion to start his own business.
Despite spending over two decades leading sales and commercial operations for some of the world’s top clothing suppliers, the transition was anything but easy. He had worked with industry giants like Shahi Exports and Li & Fung – massive companies supplying brands such as Tommy Hilfiger, M&S, Primark, and major UK supermarkets.
While his career afforded him a £200,000-a-year salary, a beautiful family home, and frequent international travel, the relentless pace—over 60-hour workweeks and constant travel – took its toll. He realised the demanding schedule was affecting his well-being and keeping him away from his wife, Laura, and their three daughters – Amalie, 14, Hollie, 11, and Leia, 7. On average, he was home less than 10 days a month.
The turning point came during his recovery when a friend brought him a plate of figs. That small yet meaningful gesture sparked an idea – one that would lead him to embark on a new business venture.
He said: “A friend brought me a plate of figs, and the smell instantly transported me back to my gran’s garden in Greece, playing football with my brother. It was a powerful reminder of how fragrance can evoke wonderful memories, and that’s where the idea for F.Y.G (Find Your Glow) came from.”
Demi channeled his experience into creating a luxury fragrance and lifestyle brand, training with UK candle-making specialist Candle Shack to develop his first scents. Later that same year, following his hospitalisation, he officially launched his business.
Inspired by his ordeal, he paid tribute to the NHS by incorporating multi-colored designs into his products as a nod to the healthcare workers who helped save his life. What began as a personal tribute has since grown into a thriving brand.
His candles and fragrances are now stocked in high-end retailers, luxury hotels, and online platforms across the UK. The business has gone on to win multiple awards, remained profitable every year, and last year achieved an impressive turnover of £550,000.
Stressing that there are financial challenges but no regrets, Demi says: “Sometimes I miss the camaraderie of corporate life, but I prioritise my health and family now.
“No meetings before 10am, and weekends are for loved ones,” he shared. “Health is wealth. There’s no point having money if you’re not happy or healthy.”
This is not the only health issue Demi has had to deal with. Sadly, his father passed away when Demi was in his early 20s, resulting in him taking on both the emotional and financial responsibilities for his family and their business. Faced with soaring debts at just 23, Demi even attempted suicide.
“We lost everything,” he reflected. “It all got too much, and I hit rock bottom,” he said. “But I rebuilt my life from scratch, and that’s why I know I can handle anything. I speak to a lot of people going through struggles now. If speaking about my experience can help even one person, then it’s worth it. There is always a way to recover.”
Keen to see his brand go from nationwide to worldwide, Demi says that he wish he started sooner. “I want to be there for my kids and ensure I’m healthy and happy. I wish I’d made the leap sooner, but everything I’ve been through has shaped who I am today.”
To find out more about F.Y.G visit their website here and Candle Shack’s website here.