Sometimes, I see a new brand or a great product and am captivated by its functionality and/or style. Then there are times when I meet a founder and feel the need to get closer to their orbit because I know anything and everything they do has a gravitational pull that goes beyond fashion or function alone.
One such founder is Gemma Levy. What a powerhouse she is. Gemma founded Moio at the age of 15. FIFTEEN! So much of what I want to share with you about the brand, I would rather you hear directly from Gemma in the interview below but here is a synopsis.
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Gemma Levy, whose roots trace back to generations of Zimbabweans, has always been captivated by her homeland's rich culture and the artisan communities that represent its creative and lively essence. During her visits to Zimbabwe, she frequently explored flea markets, learning the craft of beading from talented crafts-people.
When the pandemic severely impacted the livelihoods of artisans in Zimbabwe, Gemma saw an opportunity to assist. What began as a passion project to support these artisans during difficult times swiftly transformed into something much larger – the creation of Moio.
Gemma began designing contemporary bracelets in Brooklyn, intending for them to be handcrafted using traditional techniques in Zimbabwe. This concept became an essential support system for local craftspeople, providing a reliable platform to showcase their skills amid economic uncertainty.
Along with her mom, Dani, who is the CBO and COO of the brand, Gemma has built a vocational and intergenerational program that fosters a supportive sisterhood, breaking the cycle of poverty and discrimination. Through their program, they provide women in Zimbabwe with valuable skills and training, opening up their earning potential and providing new occupational opportunities. Moio’s program has created a ripple effect of positive change in the community while ensuring fair trade practices for the artisans and bringing the rich Shona craftsmanship from Zimbabwe to the global market.
Every time I meet with Gemma and Dani, I am truly impressed by their unwavering work ethic and determination to drive their brand to success. Their grit and dedication to the training program are evident in every conversation, showcasing their commitment to empowering artisans and fostering positive change in the community. Their passion and perseverance are genuinely inspiring.
And their hard work and dedication are undoubtedly paying off. Moio's success has reached new heights, and their beautiful, handcrafted pieces are now being sold at Anthropologie! This achievement not only highlights the brand's quality and appeal but also extends their mission, bringing the artisans' rich craftsmanship to an even broader audience. The collection at Anthropologie is truly stunning, showcasing Moio's commitment to exceptional craftsmanship and design.
On their own site, the new pastels line is particularly captivating, with delicate hues that are perfect for summer. Each piece embodies a blend of modern style and traditional artistry, making it ideal arm candy stacking for the spring and summer seasons! Each bracelet is so well crafted and easy to wear and style. You can build your own stack or purchase one of curated stacks. I chose to mix and match so I’ve placed an order for a couple of bracelets from their new collection and can’t wait to wear them on vacation in a few weeks (more on that vacation packing and planning in an upcoming newsletter).
Moio is the first brand I have featured in this newsletter that also happens to be a client of mine. It’s a brand I genuinely admire, have purchased from and wear regularly, so I felt I needed to share my love for the brand and the founder story. I asked Gemma if she would be up for this feature, and she graciously agreed. There are no affiliate links, just my true thoughts.
Here is more from Gemma about her journey and the history of Moio. Note: Gemma just wrapped up her freshman year in undergrad, yet she still found the time to answer all my questions about Moio. If that isn’t dedication, I don’t know what is!
I truly hope you feel inspired by her story and check out the brand. Moio has something for everyone, especially since wearing something that serves a greater purpose is always in style.
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Can you share a little bit about your background?
I am many things: a Thai boxer, political podcast enthusiast, impact entrepreneur, problem solver, science-buff, foodie and adventurous cook, creative writer, Brooklynite, portrait and collage artist, master thrifter, Fleetwood Mac fangirl and an expert finder of needles in haystacks. I am a proud generalist who knows how to go down a rabbit hole. Growing up, I wrestled with this identity; I didn’t want to be a dilettante – a “jack of all trades, master of none." However, I recently learned that etymologically, “dilettante” translates as “lover of the arts,” and so I guess that is who I am.
What made you want to launch Moio?
Descended from generations of Zimbabweans, I have always been drawn to the rich culture of my homeland, especially to the artisan networks that embody the country's creative and vibrant spirit. I’ve been an artist since birth, and so, on trips to Zimbabwe, a third world country without much going on, I often spent my days in a flea market. It was there that I learned the art of beading from a skilled craftsperson affectionately known as Gogo, Shona for grandmother. I vividly recall her calloused graceful hands beading in a choreographed rhythm, practiced and perfected over a lifetime, a story in beads. During the height of the pandemic, as I wandered through the desolate streets of my neighborhood, accompanied only by my thoughts, Gogo's memory resurfaced. I imagined that artisans like her must have been facing economic challenges so much more dire than the ones I was experiencing. Fueled by the compassion Gogo had shown me, I felt a calling to pay it forward — to support her community by providing access to a broader market. This moment of reflection and the cumulation of all of the moments spent in Zimbabwe, compelled me to design my first bracelet and marked the genesis of Moio.
What do you feel makes Moio unique?
Moio stands out through its multifaceted and creative approach, addressing social, economic, and gender inequalities in a comprehensive manner. We are trying to create a self-sustaining ecosystem wherein we provide seasoned artisans with a more stable income; seasoned artisans impart their knowledge on the next generation; the next generation can then finally break free of the cycle of poverty. Our holistic approach to addressing social, economic, gender and generational inequality in Zimbabwe is what I am most proud of.
Moio strategically allocates funds to independent training programs, community initiatives, and aid for collective members in personal crises. The flagship three-month training effort has empowered 20 women, offering comprehensive financial support and instilling foundational beading skills. Community programs, including Zunde Ramambo, reach over 80 women, fostering skill transmission and providing crucial income. Moio's targeted support for women facing adversity, such as financial aid for health issues, creates a lasting impact, fostering empowerment and sustainable change.
What is something you wish other entrepreneurs in your field knew or understood about the industry?
One key insight I wish other entrepreneurs in the accessories industry, especially those without a social impact component, would understand is the unique challenges that arise from managing a socially conscious business. For example, at Moio, where we employ young women from challenging backgrounds, we faced distinct leadership hurdles. These young women, often entering the workforce for the first time, bring with them the pressures of difficult home lives and teen motherhood, all within an economy that tends to undervalue their work. Addressing their needs goes beyond typical managerial tasks and enters the realm of motivational leadership across cultural and economic divides.
A pivotal strategy we employed was promoting a standout participant from our initial training, Bybeat, to a leadership role. Bybeat not only mastered her craft but also used it to significantly improve her life circumstances. Her promotion was instrumental in motivating newer team members, as it provided them with a relatable role model who exemplified the transformative potential of their work.
Furthermore, stories like those of Tinotenda, who overcame homelessness and now supports her family, and Ruvarashe, who escaped a life of destitution through her work at Moio, illustrate the profound impact our business model can have. These narratives underscore the importance of integrating mentorship and opportunity into leadership, transforming our business approach into one that fosters empowerment, pride, and a collective spirit among our team.
What is something you wish your consumers knew or understood about your industry?
We are trying to create a self-sustaining ecosystem wherein we provide seasoned artisans with a more stable income; seasoned artisans impart their knowledge on the next generation; the next generation can then finally break free of the cycle of poverty. Our holistic approach to addressing social, economic, gender and generational inequality in Zimbabwe is what I am most proud of, but is what is most challenging. We have not only to make sure that our business stays afloat, but that we are generating enough revenue to fund our impact. This is a hard balance. We have to think very carefully about the materials and quantities we purchase, the amount of stock we keep. Its somewhat stressful, knowing that our success is not only vital to our company’s survival, but to the lives of the women we serve!
Can you share a little about any exciting launches coming up for Moio?
Moio is thrilled to announce the launch of our Summer '24 collection, which is now available on our website. This collection is a fresh take on summer style, featuring an array of pastels and metallics, designed to enhance your summer wardrobe. Looking ahead, we are also excited to present our Winter '24 collection at the upcoming Shoppe Object trade show in New York. We look forward to seeing you there and sharing our latest creations that continue to blend aesthetic appeal with meaningful impact!
Where can consumers learn more about you/Moio?
Our site! www.moio.love
Our instagram! www.instagram.com/shopmoio
What an incredible journey and inspiration!
Thanks for the introduction to Gemma and Moio! Beautiful bracelets 😍