4 Years of MOI London

A Journey in 4 Years | Est. 17 January 2022

Last month, we celebrated MOI London’s 4th year, a moment that made us pause and reflect. Four years filled with laughter, moments of worry, frustration, and countless lessons. But above all, four years of pride. Pride in creating something from the ground up, something that has been loved, worn, and enjoyed over the years.

This is our journey so far.

2022 · The Beginning

Six colours. One style. A home office full of dreams.

MOI London was born just after Covid, from a shared dream. Coming from different backgrounds, we were united by the same desire: to create something we truly loved; timeless pieces that feel as good as they look.

With just six colours of our very first Mary Janes, MOI London began in our home office.

Boxes of stock filled every corner, and every single order was packed by hand. Those early days were driven by passion, resilience, and belief; belief in thoughtful design, craftsmanship, and building something meaningful from the ground up.

What started as a small idea between two people slowly began to grow, shaped by care, confidence, and intention. And this was only the beginning.

2023 · Finding Our Community

From online orders to real-life connections.

As the collection grew, so did our community. What began as parcels leaving our home soon turned into meaningful conversations, familiar faces, and genuine connections. Meeting our customers at fairs and events transformed MOI London from simply a product into a shared experience.

With the very first money we managed to save, we made a small but meaningful decision: to invest it straight back into the brand. We found our wonderful photographer and created our first proper photoshoot,  a milestone we still smile about today.

There was no studio or set design; instead, we cleared space in our kitchen, styled the shoes ourselves, and captured MOI London exactly as it was: honest, intimate, and full of heart.

That photoshoot became our first real investment in MOI London and marked the moment our visual voice began to take shape, just as our community continued to grow.

This was also the year we took part in the Spirit of Christmas Fair, our biggest show at the time. It allowed us to meet even more of our community in person and share MOI London with a wider audience, reminding us how important connection truly is.

2024 · The Year of Mary Janes

A year of growth, challenge, and learning.

2024 truly became the year of Mary Janes. Being known for distinctive colours and timeless designs was a strength, but it also brought new challenges as the space became increasingly competitive.

With every challenge came learning. Each step taught us more about our customers, our positioning, and ourselves. Through it all, we stayed focused on what mattered most: keeping our customers at the centre of everything we do.

This year also marked a major milestone, moving into our first office. For the first time, MOI London had a space beyond our home. A place to welcome customers, hold meetings, and grow the brand with intention. That office quickly became more than just a workspace; it became where ideas were shared and the future of MOI London began to take shape.

Alongside this, we attended more pop-ups, met our community face-to-face more often, and began collaborating with small boutiques through thoughtful wholesale partnerships that felt aligned with our values.

2024 reminded us that growth isn’t always easy: but it’s always valuable.

2025 · Collaboration & Craft

Confidence, creativity, and meaningful partnerships.

By 2025, we felt confident enough to take bigger steps. We fulfilled wholesale orders, explored collaborations, and shared our designs with a wider audience.

Our paths crossed with Oliver Bonas for their Summer Collection, where we contributed some of our designs, marking one of our first large-scale collaborations. It was a proud moment that reinforced our belief in the direction we were heading.

This was also the year we expanded our accessory range, introducing ballerinas and scarves pieces crafted with the same timeless design and attention to detail as our shoes.

Exclusive partnerships and special editions became an important part of MOI London. Each design told a story, reminding us that collaboration is not just about growth, but about creating something meaningful together.

2026 · Looking Forward

What began in a home office with six Mary Janes has grown into a brand shaped by community, creativity, and care.

Thank you for walking this journey with us. We can’t wait to share what comes next.

With love,

Burcu & Ecem