Moira Niu is a badass when it comes to PR. As the founder of Crescent Agency, she is a thoughleader when it comes to providing her services to her clients. But things haven't always been plain sailing.
Having overcome her own insecurities to now be an empowered, inspiring leader, Moira is the definition of turning your mess in to your message. We spent some time with her to find out more...
Tell us about the journey that lead you to launching your brand, Crescent Agency…
A: Crescent Agency is a fashion PR agency offering 360-scale services to our clients. We support and elevate global emerging and established designers and brands on their journey to success. At Crescent, we provide an effortless, yet effective PR service, to connect brands with their target audience and consumer, whilst growing an impressive network and brand awareness.
Where did your love for fashion come from?
A: Being an Asian kid was not fun if you are a big girl. I was taller and bigger than my classmates at school back in my teenage years and had a seriously body-cautious issue. And to hide my insecurity and find the motivation to become pretty, fashion magazines have brought me vast psychological comfort. leads me to all the various magazines such as Harper’s Bazaar, ELLE, and Vogue etc., I’d rather save my breakfast funds and buy a copy of the magazines and hide in my backpack so my parents won’t notice. This little hobby soon planted the seeds of Fashion in me and I would love to do something related to it.
Your company is so varied. Of all the services you offer, which one brings you the most joy?
A: I really enjoy everything that the agency is offering to the clients, but for me, PR and Events are the parts that bring me joy. Another part is to communicate with my clients and understands them and being able to provide both business and emotional support is the key part for me to lead the agency go ahead.
How do you want people to feel when they work with you?
A: Professional, efficient and trustworthy.
You have a lot of experience in PR and marketing. For any startups, what three tips would you give them to skyrocket their brand?
A: First is to develop a nice range of products that meet the market needs and know your customer. The second is to ensure you have a sustainable supply chain. The last one is to make sure you have a PR department either in-house or an agency, you can start with a good product but you won't get further without PR.
Of all of the things you have achieved, what’s your proudest moment and why?
A: When we produced our first runway for one of our clients, it felt so emotional when I had so many flashes back of the preparation, negotiation and production, as well as PR for the event. Absolutely proud knowing we are not only a PR agency but also have a suitable ability for production as well.
Looking back since launching the business, is there anything you would do differently?
A: Yes, I would cut my time short with the ungrateful people, they are not worth my time at all knowing how expensive my time is. The fact proved it's the right thing to do as now we are surrounded by like-minded people which is such a good place to be.
Talk us through an average day in your life…
A: My day started with a coffee and then I will have a short chat with my team to go through daily tasks and seasonal tasks. Sometimes I will have some meetings with networks or clients in the morning time. And I will spend my afternoon working on projects and tasks or meetings sometimes as well.
What do you do when you are lacking creativity?
A: Travel or just relax at home.
What is your go-to quote when lacking motivation?
A: “You can do this.”
Our readers love to travel, what destination is on your must visit list?
A: I am from China but I haven’t seen the entire China yet, is huge! I’m from Beijing but my ancestor is from a city called Taiyuan, it’s the capital city of Shanxi Province. it’s famous for food and ancient architecture in Mid-North Mainland and I would highly command it.
What does self care mean to you?
A: Eat, Sleep, Workout, and live for yourself not for others.
Where do you see the brand in the next 5 years?
A: We hope to develop another branch in US or China, we will where the destiny takes us :)
Where can people find out more?
A: They can visit our IG @crescentagency.