It started as a major project at Uni, with the brief as a response to depression and mental illness. I wanted to do an ad campaign, but the more I did it, the more depressed I became, and I felt there should be some fun answer to support people before it gets to the point of a self-help book.
Why did you start Moi Self?
When I moved to London, I started showing the project around as something I was proud of, and everybody kept saying I should start it as an actual business. This went for about two years, and it was always at the back of my mind. Then eventually I decided to just go for it!
What does your brand mean to you?
The brand is all about girls helping girls. It’s a great way of avoiding clichés when trying to support your friends, for example, with all the flowers, chocolate, etc. It’s a cute quirky gift to show you care and bring a smile to their face.