In this century, there is a changed generation. People are no longer trying to blend in and fit the trends, but now have the daring desire to be different, and to put their own unique stamp in this world of mass-produced goods. As an avid lover of fashion with a passion for design, Cherry notices that things in the market all around her are similar to one another and heavily influence each other. However, she believes that we are all diverse individuals who deserve to have products catered to our individuality. Leather is her preferred choice of material for handbags, due to its timeless look and durability. Cherry is certain that there are customers, like her, who look for affordable leather products which would differentiate itself from the mainstream; to be honest in its simplicity, functional, of good quality, and non-redundant. It was through these burning desires, that she came up with these range of products - that Dminimis was born. All these characteristics are united in the brand they created: Dminimis less is more.