Shot and Edited by Becca for Cheryl x Moxie.

I met Cheryl for the first time after working with her on Moxie for thereabout a month and I was immediately one of her biggest fan. She is the founder of  Moxie, brilliant and kind altogether. I absolutely adore her work ethics and how thoughtfully she curate about her products both offline and online. I remember crushing on the very first catalog she sent me and in a market so saturated with fashion labels, Moxie was a standout. When she first opened Moxie as a retail space, I knew it was going to be every girl's dream. And it was my biggest dream when the sweetest Cheryl surprised yours truly with a giant poster of myself in store. Tell me how is it possible for me not to love someone as beautiful as her! As for the girlboss herself, she’s humble and incredibly ambitious. Read on to find out more about one of my favourite girlboss who seeks empower women through fashion –



I've been obsessed with Moxie since Day One, and one of the things I love most about the brand is the voice. To aspire women to be confident with clothes is more than a state of mind, it's surely something that goes hand in hand! What inspired you?

Thank you so much for your kind words, Becca! Yes, fashion to me is something that goes beyond materialistic wants. When I wake up in the morning, I want to be able to dress well and wear something that can make me feel good for the entire day. To give an analogy, it’s like how some people rely on inspirational quotes to motivate them throughout the day; for me, fashion is my daily motivation. 

Besides being a superwoman who runs Moxie online, you've taken it one step further and now Moxie is a physical store! What was your thought when you decided to take Moxie offline?

I had a pretty one-track mind. This was all I was thinking - I HAVE DO THIS. Since I started Moxie, it’s always been in my plans to open a physical store within half a year, and I’m so glad that I managed to reach this goal! I felt like my customers would want to have a feel of the clothes and to try them on to see if the fit is right because exchanges are really troublesome. I’ve had several online customers enquiring if we have a boutique space for them to physically try on the clothes and that was what further reaffirmed my decision to go offline. 

Who is your biggest inspiration?

I would say it’s my parents. They both worked extremely hard to get to where they are, and that’s a value that they’ve always taught me. To never expect anything from others, be independent and work for what you want.   

You're surely successful in building Moxie as a brand in a really crowded fashion space. What is one thing you feel is exceptional about Moxie?

I would say it’s the curation of our products. In such a fast-paced society, I think people just want to shop fuss-free, and that includes not having to sieve through a mass of unwanted styles. I personally handpick the designs to bring in and I would say Moxie’s style would be feminine with an edge. 

We also offer our customers a complementary Personalised Styling Session, where we will suggest some outfits that would suit their style. All they have to do is to drop us an email at to set an appointment (: 

Moxie is a darling that champions our home grown labels! Which label would you call your favourite?

Oh gosh I can’t pick one! I really do love all of them. They all have their own flavour and identity, which is what makes them unique and why I’ve included them in my curation. (: 

You've an impeccable taste in the clothes you carry on Moxie! What do you always look out for?

Why, thank you! You’re always the sweetest. I look out for wearable designs that have a little twist to them. Subtle accents are very important to me because I don’t like to go over the top, but I still want to wear something that has certain unique elements to its design. 

If you could tell your younger self one thing, what would it be?

To believe in yourself, because you are capable of more things than you ever thought you could achieve. 

Sushi or burrito? HAHA. ( *inserts a shameless self-promo shot of my poster because I am as irrelevant as sushi!)


What would be your advice to anyone who is looking at establishing their own brand?

Just start. Go for it! Don’t wait until you’re 100% ready, because there’s no such thing as being absolutely ready. There’s also no such thing as the “best time”. The best time is always now. If you wait, it’ll end up being wasted time which can’t be earned back. 

& I’d like to share the quote that has encouraged me to take a leap of faith - “Doubt kills more dreams than failure ever will.”