No Gatekeeping: The Alchemist Behind Dubkitty Designs
If you’ve ever seen someone at a festival rocking a pair of bedazzled, larger-than-life sunglasses that make you think “where on earth did they get those?” there’s a good chance they came from Dubkitty Designs!
Meet Emmy O’Reilly, the Boulder-based artist and founder behind the wearable art brand that turns eyewear into conversation starters. She made her first sale back in 2020, but the seeds of Dubkitty Designs were planted long before: in a ten-hour line to Burning Man, with a tube of glue, cheap sunglasses, and a pile of leftover jewelry. “I had all the jewels and sunglasses I grabbed at Walmart at 3 a.m., and my friend had the glue. We were waiting in line for Burning Man, so I started gluing. Once we were inside the event, people kept stopping me to compliment my glasses, and that’s when I realized maybe this is a thing!” Spoiler alert, It was.
From that playful, spontaneous moment, Emmy found her medium: taking two things that don’t belong together and creating something entirely new. “I’m kind of an alchemist,” she says. “I put things together in a way that just makes sense to me.”
These days, Emmy runs her one-woman show from Boulder, Colorado (after living and creating across multiple states, even starting out in Australia). Her business is equal parts art studio, marketing department, and personal growth journey. Her days flow in cycles. Some weeks are for creating one-of-a-kind pieces, others for marketing, social content, or prepping for pop-ups like Denver Fashion Week. “When I have events booked months out, it helps me stay consistent. In the beginning, I’d find out about something last minute and rush to create everything the day before. That’s the path to burnout.”
But if there’s one ritual Emmy swears by, it’s her slow mornings. “I don’t set an alarm unless I have to. I like to wake up naturally, meditate, snuggle my cat (most important), and just flow into the day. I think women especially, need to honor their cycles. It’s made a massive difference in my creativity.”
For all the sparkly eyewear and festival photos, Emmy’s world behind the scenes looks a lot like every solopreneur’s: juggling endless tasks, getting lost in tabs, and trying to keep the priorities straight. “I feel like I’m forced to be a professional juggler, and I’m not good at juggling. There’s a million things to keep up with, and I can get lost in the middle of a task, especially if I’m on my computer.” That’s where her hands-on craft saves her. “I love that my business is handmade,” she says. “When I’m creating, I can hyperfocus. It’s meditative.”
While she’s intentionally built community with other business owners, there’s still the occasional sting of being misunderstood, especially at pop-ups. “Sometimes people try on a pair and love them, but they’re shocked by the price. A lot of people don’t realize how much time, energy, and love go into handmade pieces. But that’s part of it. I’ve learned to just let that go.”
I asked Emmy what makes it all worth it, and she didn't even hesitate: freedom. “Freedom to manage my time, to say yes to things that light me up, to not answer to a boss — that’s everything to me. Even if I’m not fully financially free yet, I wouldn’t trade this for anything.” Her creations have also become connection pieces. Little bridges between her and the world. “My products are like instant conversation starters. They connect me with amazing people and make me feel seen. That’s the dream.”
And there have been plenty of pinch-me moments, too. Like the time she got a DM from TD Garden, a music venue in Boston, asking if she’d like to make three custom pairs of sunglasses for Madonna. Yes, THE Madonna! “I was at a low point, honestly thinking about quitting. Then this woman found me on Instagram. She worked with one of the stadiums Madonna was playing at and wanted to gift her glasses for selling out her show. I couldn’t believe it!” (Neither could I during this interview.) Emmy laughs: “I’m still waiting for the day Madonna wears them, but I believe it’ll happen when my business is ready for that kind of volume.”
Another iconic moment Emmy reflects on was at Burning Man this year, when Emmy looked around the crowd of 70,000 people and spotted a stranger wearing her glasses. “He’d bought them from a store that carries my designs. I didn’t even sell them to him personally. That was such a ‘holy crap, it’s working’ moment!”
When asked what advice she’d give her younger self, Emmy’s quick to answer. “I would’ve started with more savings. I thought I’d just start making money right away. Total delulu moment. I didn’t realize how much I’d need to invest first.” She laughs, but there’s wisdom there. “I also waited forever to make a website. I thought it was harder than it was. I’d tell myself, ‘Girl, you’re overthinking it. Take good photos, make it happen. It’s not that deep.’”
And for other business owners, especially women, her advice is pure no-gatekeeping gold: “Stop believing you have to grind like a man to succeed. You can’t operate like them. We’re cyclical, emotional, intuitive beings. Find your rhythm. And for the love of god, make it fun. If there’s no fun in your business, it won’t last.”
When I ask what she’s most proud of, Emmy pauses. “Honestly, it’s not just the big things. It’s the micro moments. Like seeing my product out in the world, or getting a message from someone who loves them. That’s what success feels like to me now.”
From 3 a.m. Walmart runs, to crafting for Madonna, to seeing her work in the wild, Emmy’s story is a perfect reminder that freedom, creativity, and a little delusion can take you a long way especially when you stay true to your craft.
Keep up with all Emmy is doing over at Dubkitty Designs here:
Instagram: @dubkitty.designs
Website: dubkittydesigns.com