Plain or spicy?

More and more, consumers are turning away from large corporations in favour of supporting local. Among the many small Irish businesses rising in popularity is Aoife McDermott’s Dream Deli, and Emily Crawford spoke to the founder about her creative process.

Inspired by Irish deli foods, Aoife McDermott channels her creativity by creating pieces for her business, Dream Deli. Having been featured in articles and posts by outlets like The Irish Independent, LADbible Ireland, Char Food Guide and more, Aoife is one of the many faces of growing Irish brands.

After studying Graphic Design in college and having a previous business called Barbarella Bunny, Aoife says that she has always had an entrepreneurial streak.

“I exclusively got awards in secondary school for both Art and Business Studies, so I guess it was always in the stars for me,” she told GCN.

“Dream Deli genuinely came as a result of an epiphany of sorts in early 2023 to sculpt an incense holder in the shape of a chicken fillet roll.”

The first products she created and sold for the brand were incense holders and stickers, which went live in April 2023.

When asked about what product she felt broke the barrier into becoming mainstream, Aoife mentioned her stout claw clips, saying that “seeing them physically worn and posted about really hit home that I’d actually designed something fun and that resonated with people, which is all I’ve ever wanted to do.”

The claw clips first came out in the summer of 2024, and became so big that they have been sent out to the cast of an upcoming Netflix show about a particular stout.

She came up with the claw clips concept when bored at her previous office job. When inspiration strikes at the spur of the moment, she goes to her notes app or an old sketchbook where she might draw it out. She explained that it’s like ideas are “cherry picked and implanted into my head from the powers above”.

If she comes up with a strong concept in the morning, she can have a fully rendered design and have it sent into sourcing manufacturers by the end of that day.

This becomes all the more impressive when you discover that the entrepreneur does all of this alone. With plans for a full team in the future, she has already had individuals ask for work experience or offer help. As managing space is one of the challenges she has right now, a small office or studio would be a dream to have in the future.

While coming up with ideas and producing products alone, the business owner also has to manage all the finances, manufacturing and orders. Although tricky, she is supported by those around her, saying that: “I have a lovely support network with my partner and family who are nothing but encouraging and proud of what I’ve achieved so far.”

Aoife also discussed being neurodivergent and how particular she is about her business and how things are done, calling herself “a perfectionist of sorts when it comes to what I do, from processes to aesthetics”.

When talking about her favourite parts of Dream Deli, Aoife says that having something that people can own, wear and celebrate is the biggest highlight, adding that she used to wish to have branded tissue paper for packing orders, which she now has.

Aoife is also no stranger to markets, having attended the Rainbow Umbrella Market multiple times, amongst others, with her favourite so far being the Libertine Market.

“It’s been so cool seeing my stall grow over the last year, even more so the people who come specifically to grab something offme.”

With new releases as of January and February 2025, Dream Deli has a whole new upcoming collection for this March, with “plenty more up my sleeve and in the stove and I can’t wait to see it all be dished up!”

Aoife finished the interview by saying: “I was born to create and create is what I’ll do. And I’ll do it well!”

Check out Aoife’s work at plainorspicy.com or follow her on Instagram @d.r.e.a.m.deli.