In the world of luxury home decor and eco-conscious living, Mia Antunović is a name that resonates with elegance, sustainability, and impeccable craftsmanship. As the founder of Moel, Croatia’s first luxury soy candle line that has since evolved into a full-service design brand, Mia has been on a remarkable journey. From her early days as a model noticed by Khloé Kardashian, to working at the European Parliament in Brussels, Mia’s experiences have shaped her into a dynamic entrepreneur with a unique vision.
Today, Moel offers everything from premium candles to bespoke textiles for boutique hotels, yachts, and high-end homes. With a strong emphasis on quality, timeless design, and environmental responsibility, Mia has successfully turned her passion for design into a flourishing business that stands at the intersection of luxury and sustainability.
In this exclusive interview, Mia shares her journey, inspirations, and vision for Moel’s future, offering a glimpse into what it takes to build a luxury brand with heart…
Your journey from a passion for cooking and interior design to creating Moel is fascinating. What was the exact moment or experience that made you realise this passion could be transformed into a successful business?
The idea of starting my own business had always been on my mind because I thrive in an independent, fast-paced environment. I was fortunate to travel the world, exploring various roles, including working as a model in Turkey and the USA. Eventually, I landed a job as a Community Manager for the European Parliament in Brussels. However, this role didn’t align with my spirit or my belief that things don’t have to move as slowly as they often do in such settings. My time at the Parliament made me realise I wanted to pursue my own business more than ever.
Moel started with Croatia’s first luxury soy candle line. What inspired you to venture into this niche, and how did you go about perfecting your product?
Six years ago, during the Christmas season, my dream of owning a business took shape through the creation of candles. I’ve always loved crafting gifts for my friends, whether it was homemade jams, cookies, or even alcoholic drinks—you name it, I’ve probably made it. One Christmas, I stumbled upon a “do-it-yourself candles” idea on Pinterest, which piqued my curiosity. After some research, I decided to give it a try. From that very first collection, I was hooked, and the idea of starting a candle company began to take root. I’ve always had a passion for candles, and discovering they could be both beautiful and eco-friendly was a revelation. Combining aesthetics, functionality, and sustainability became my winning formula.
Sustainability is clearly a core value at Moel. How do you balance luxury and eco-friendliness in your product designs and materials?
Our core principle is that we identify as a “slow fashion” brand. We focus on producing high-quality products designed to last not just for years but for decades, reducing waste significantly. All our packaging is either reusable, recyclable, or biodegradable, and we actively encourage our customers to take advantage of these options. I believe luxury and sustainability are not mutually exclusive—they can coexist seamlessly.
From candles to textiles, Moel’s product range has expanded significantly. How do you decide on new product lines, and what are your criteria for introducing something new to your customers?
In its second year, Moel expanded its range, and textiles quickly became our primary product. We now focus mainly on project-based retail, furnishing vacation homes, villas, boutique hotels, yachts, and similar spaces. We offer a comprehensive hotel range, including pillows, duvets, bedding, towels, tableware, decor, and curtains.
Most new products start as ideas in my imagination. I sketch them out and then move on to the testing phase before we proceed with production. Our design ethos is timeless elegance; we don’t follow trends but trust our intuition, and so far, that approach has worked well. The only criteria for launching a new product are its quality and whether I would personally use it.
The attention to detail in Moel’s packaging is evident. Could you share your creative process behind the aesthetic choices and the importance of presentation in your brand?
It really depends on the room, but I believe certain elements are timeless. For instance, every dining room benefits from a beautiful set of napkins and a matching tablecloth. A well-dressed dining table, especially when hosting guests, never goes out of style.
In the bedroom, quality bedding is essential, but adding one or two decorative pillows can make a significant difference. Luxurious spaces tend to feature a cohesive colour palette, avoiding fleeting trends, and are balanced by a few statement pieces of decor or furniture. In my experience, hiring an interior designer during the process of building or transforming your home can save a lot of money and stress in the long run.
The attention to detail in Moel’s packaging is evident. Could you share your creative process behind the aesthetic choices and the importance of presentation in your brand?
I’ve never understood why sustainable, organic, or eco-friendly products often come in packaging that signals their category—brown cardboard boxes, twine, and so on. I couldn’t find a product that was both eco-friendly and high quality, while also being presented in luxurious packaging, so I decided to create one myself. I aimed for something simple, timeless, and clean, with just a single logo. Today, we have customers asking if they can purchase just our bags or boxes, which is a great compliment, as it shows that they appreciate both the product and its presentation.
Before becoming the CEO of Moel, you were a successful model, even noticed by Khloé Kardashian. Can you share your experience in that field, as well as your engagements beyond the world of fashion, such as participating in the European Parliament?
My journey didn’t begin with modelling, and I never anticipated pursuing it. I had always been involved in private business and event organisation in some capacity. After graduating from the Faculty of Political Science, specialising in public relations, I assumed that would be my career path. However, it was during a time of significant economic crisis, and jobs in my field were scarce. Modelling became a way to earn a living until I could find a job in my area of expertise.
This unexpected career in modelling took me from Turkey to the United States, giving me life experiences I wouldn’t have had otherwise and toughening me in ways few other things could. When an internship opportunity in Brussels came along, I seized it, later continuing to work at the European Parliament. Yet, I always knew that entrepreneurship was my true calling. The urge never left, and it all came to a head during my maternity leave with my first child. One night, I told my husband, “I’m going to give this a try, and there’s no turning back.” And that’s exactly what I did.
Five years later, with two children, Moel is a stable, growing company that truly fulfils me.
Many entrepreneurs struggle with scaling their business while maintaining quality. How have you ensured that Moel’s products remain top-tier as your brand has grown?
When discussing Moel’s products within the luxury category, I believe it’s important to remember that luxury doesn’t mean one thing to everyone. But we can all agree that luxury should signify top quality. This is our guiding principle—offering premium service that enhances a comfortable life. Our aim is to provide a comprehensive service, so customers don’t need to worry about maintenance or product quality. The high number of returning customers is a testament to the fact that we’re on the right path.
The art of giving is central to Moel’s mission. What’s the most memorable gift you’ve given or received, and how did it inspire your philosophy on gift-giving through Moel?
That’s a tough one! My husband has given me many thoughtful gifts over the years, but one that stands out is a Christmas tree ornament shaped like the snowflake from Disney’s Frozen. He knows how much I love both Disney and Christmas, so it was a perfect gift.
At Moel, we embrace the culture of giving, whether it’s to others or as a treat for yourself. We believe thoughtful gifts can uplift someone’s mood, and your home should always radiate positive energy. If our products can contribute to that vibe, then we’ve accomplished our mission.
Your candles are phthalate-free, vegan, and cruelty-free. How important is it for you to educate your customers on the benefits of these choices, and how do you approach that education?
We communicate this through social media and in-person interactions, such as at fairs or in our showroom. The biggest impact comes from face-to-face conversations. In this fast-paced world, people don’t always have the time to read all the information we share online, but a quick chat in person can make a difference. We want our customers to know that their purchase isn’t just about a name or a brand; it’s about the entire process and the people behind it.
Moel’s success is rooted in both product quality and exceptional customer service. Can you share a story or moment that exemplifies your commitment to customer satisfaction?
We recently furnished an embassy in Croatia, and I worked directly with the ambassador, a kind and down-to-earth person. She requested items we don’t usually produce, so I leveraged my connections to source the materials, and we managed to create everything she asked for. As a result, she began relying on me for other interior design advice, and we became friends. This project led to numerous business recommendations. I believe in going the extra mile for customers because, while the return may not be immediate, it always comes back in some way.
As a female entrepreneur in the luxury home decor industry, what unique challenges have you faced, and how have they shaped you and Moel as a brand?
Honestly, I’ve never seen being female as a disadvantage in building my business. There have been moments, like dealing with builders during our showroom construction, where I’ve encountered gender biases, but overall, I feel being a woman is an advantage. I’m very organised and have managed to balance running a company with raising two children, though it’s truly a team effort. My husband has also worked long hours in a high-stress job, and we’ve always supported each other and made sure we’re aligned in our goals.
The key to our success is communication, love, and patience. When challenges arise, I allow myself to panic for up to 24 hours, then I work on a solution with a clear mind. It’s okay to be scared, but the difference between successful and unsuccessful people is that the successful ones don’t let fear stop them.
Your business has grown rapidly since 2019. How has your vision for Moel evolved, and where do you see the brand going in the next five years?
Initially, I envisioned Moel as a small candle company, but it grew faster than expected. As we began producing hotel textiles, our reach expanded. Today, we furnish and decorate various luxurious spaces, including boutique hotels and villas. My vision has now broadened to see Moel as an interior design studio and project management company. In five years, I see us specialising even more in bespoke design projects, helping clients transform their homes, hotels, and yachts into elegant, functional spaces while retaining our emphasis on sustainability and quality.
As Mia Antunović continues to shape the future of luxury home decor with Moel, her journey reminds us that passion, perseverance, and a commitment to quality can turn dreams into reality. From sustainable craftsmanship to timeless design, Mia’s story is a testament to the power of following your own path.
For more inspiring stories of visionary entrepreneurs and creators, be sure to explore more on House of Coco. There’s always another journey waiting to inspire you!
