It is any girl’s dream to shop for a living. Cheryl, the founder of Moxie is living the dream. Curating for Moxie is both a personal and professional endeavour.
To many, curation is a science backed by statistics and numbers. However, Cheryl begs to differ - Curation is Creation. It is an art in itself. “How do decide what I bring into Moxie? Many people ask me this question but I don’t have an answer for them. For me, there’s really no hard and fast rule. I follow my heart and go with my instincts when it comes to picking the choices for Moxie”, says Cheryl. The art here is being able to strike a delicate balance between buying what Cheryl likes, and what she thinks the customer likes. "If I had it my way, Moxie would be filled with florals and lace", chuckles Cheryl. As a result, Moxie is really an art created and produced by Cheryl and its customers, who contribute to the totality of the brand itself.
The typical process of curation at Moxie involves Cheryl handpicking pieces from a large selection of brands. From local to overseas designers, each piece of Moxie clothing is specially selected to reflect the brand’s aesthetic of femininity with an edge.