Esteban Julian
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Esteban: Hello Mel. I really appreciate you taking the time to speak with us today.
Mel: Of course, I’m happy to be here.
Esteban: To officially get things started, can you give us a brief intro about yourself and the brand?
Mel: Sure! I’m Mel Tanaka, a 25-year-old jewelry designer and founder of Moira x Mel. I graduated in architecture and design and later moved to Japan, where I’m now based in Tokyo. Moira x Mel started as a hobby around early 2021, when I was still in college studying architecture. I wasn’t initially planning to make a business out of it, but creating jewelry—specifically combining charms and beads—quickly became an obsession for me. By the fall of 2022, Moira x Mel officially launched. Our pieces blend magic, romance, and a little bit of edge to create timeless adornments. The brand has evolved into this fusion of organic symbolism with a slightly mystical vibe.
Esteban: Did you start the brand back in Turkey, or was it after you moved to Japan?
Mel: I actually started it back in Turkey, during my senior year of college. I didn’t even have my own room at the time—I was living in a one-bedroom apartment with my mom, so I worked out of our living room. I was in this weird phase where I didn’t really know what was next for me after graduation. I love architecture, but at the time, I wasn’t thinking long-term. I was just focusing on the present, which made me feel anxious about the future. Creating jewelry was a way to cope with all that uncertainty.
Esteban: It’s interesting how that creative outlet turned into something bigger. So, how did Moira x Mel evolve from being just a hobby into a business?
Esteban: Did it take a while for people to respond to your work, or was there a specific moment when things really started to take off?
Esteban: What led you to that “romantic edge” aesthetic? Was it something you always wanted to express, or did it come from a specific moment or realization?
Mel: It was a gradual realization. Initially, I didn’t feel like my pieces were unique enough. Before I was on Instagram, I thought what I was creating was one-of-a-kind, but once I saw what others were doing, I realized I wasn’t alone. That’s when I started questioning myself and my work. I felt like I was just creating for the sake of it, not truly expressing myself. Once I started working with silver and experimenting more, I found my style. It was a process of discovering what I really wanted to say through my designs.
Esteban: And how long did it take you to feel proud of the pieces you were creating—enough to want to share them with the world?
Mel: I’m always questioning myself, to be honest! Even now, before releasing a new piece, I wonder if it’s something I love and whether my audience will love it too. But when I created my first silver heart design, I had a moment where I thought, “This is something special.” That design really marked a shift for me.
Esteban: Has it impacted the way you approach content creation as well?
Mel: Definitely. When I started, content creation was just about showcasing the products. But as the brand has developed, it’s become more about telling the story behind Moira x Mel. It’s not just about the jewelry anymore—it’s about the world we’re creating, the atmosphere, the aesthetics. That’s what I focus on now when I create content.
Esteban: So it’s evolved from simply showcasing your work to building an entire brand narrative. What’s been the biggest challenge in growing the brand?
Mel: I would say take your time. Let your brand grow organically. Social media can make you feel like you need to reach a huge audience right away, but if your product isn’t ready, that can hurt you in the long run. Focus on honing your craft first, and let everything else follow naturally.
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