Join us as we uncover the remarkable journey of Mia Antunović, CEO of Moel, who has turned her passion for candles into a flourishing enterprise that goes beyond mere products. Explore how Mia's vision transcends traditional business boundaries to create immersive experiences and elevate lifestyles. Get ready to be inspired as we delve into the philosophy driving Moel's success.

When did you start developing the Moel brand, and what inspired you to venture into candle production?

The idea of starting a private business has always been there because I'm someone who functions better independently and in a fast-paced business environment. Five years ago, during Christmas, that desire crystallized in the form of candles. I used to make gifts for my friends all the time, from homemade jams to cookies and alcoholic drinks... You name it—I've made it. One Christmas, Pinterest led me to "do-it-yourself candles," so I did some research and decided to make them. From that first small collection, I was captivated, and the idea of having my own candle company constantly lingered. I personally love candles, and discovering that not all candles are harmful and that it's possible to combine aesthetics, functionality, and ecology was a winning combination.

How would you describe the concept of "Smart Luxury," and how does it reflect in your products and business?

Defining luxury depends on individual perspectives. For some, it's exquisite bedding; for others, it's a luxury car or a walk in the park... Luxury has multiple categories, but what we represent is quality luxury. In a global market where anyone can access products from any country, the only thing that can set you apart in the long run is quality, especially in today's fast-paced market, where styles and trends change every few months. We opted for a classic, timeless design accompanied by the same level of quality, ensuring stable growth and longevity. Our aim is to provide customers with an investment that pays off because they can use all our products (except candles, for obvious reasons :) ) for years and pass them down through generations.

Moel now offers a wider range of products, including bedding, tableware, and decorative items. How do these products align with the brand's philosophy, and what experience do you aim to provide customers in their homes?

Moel expanded its range in its second year of operation, and since then, textiles have become our main product. We primarily work on project-based retail, furnishing vacation homes, villas, boutique hotels, yachts, etc. For this purpose, we offer a complete hotel range, from pillows and duvets to bedding, towels, tableware, decor, and curtains. When we talk about Moel's products as a category of luxury goods, I think it's wrong to view luxury as a universal category, but I believe we can agree that it should denote top quality, and that's precisely the guiding principle of our business—premium service for a comfortable life. Our business goal is to provide customers with complete service in one place, relieving them of concerns about maintenance and product quality. The number of returning customers is actually the greatest proof that what we're doing is on the right track.

Before becoming the CEO of Moel, you were a successful model, even noticed by Khloé Kardashian. Can you share your experience in that field, as well as your engagements beyond the world of fashion, such as participating in the European Parliament?

My journey didn't actually start from modeling; honestly, I never thought I would pursue that. I had always been involved in private business and event organization in one way or another, and after graduating from the Faculty of Political Science, specializing in public relations, I thought I would pursue that. However, it was a time of great economic crisis, and there were no jobs in my field, and I didn't have the luxury of sitting around. So, modeling almost became a way to earn money until I found a job in my field. Along this path, modeling took me from Turkey to the United States and gave me life experiences I would hardly have gained elsewhere while also toughening me up more than anything else. When an opportunity finally arose for an internship in Brussels, I immediately accepted it and later continued to work in the European Parliament. But deep down, I always knew that entrepreneurship was what I had to do. It gnawed at me the whole time I was in Parliament, but I made the decision when I went on maternity leave with my first child. One evening, I just told my husband, "I'm going to try this now, and there's no turning back," and that's how it was. Four years later (and two kids later), Moel is a stable company with steady growth that, most importantly, fulfills me.

What are your plans for further developing the Moel brand? Can you reveal any future projects or products that we can look forward to?

Regarding the products themselves, I'm currently working on several new designs in all categories. When it comes to the brand, I clearly envision myself in a separate office that would combine a showroom, warehouse, and office space. Additionally, the plan is to expand into regional countries, which we are actively working on, and until then, we will continue to furnish hotels, villas, yachts, and apartments and visit all relevant fairs to reach as many of our targeted customers as possible.

As a successful businesswoman, you have an inspirational story. What advice would you give to women considering starting their own business, especially in an industry like yours? How would you encourage them to venture into entrepreneurship?

My only advice is—GO FOR IT! Things will never be perfect, the stars will never completely align, and you'll never have all the money you need for investment. The most important thing is to start and solve challenges step by step. If you can't see the whole path ahead of you, that's okay as long as you see the next step. And as my dear colleague from Studijo Wallart would say, "It's important to break down big dreams into small operational tasks.

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Thank you Mia for this inspiring interview!