Hi Chloe, when did you decide to open Moksa? What was the inspiration behind it?
I was approached by Muddy Stilettos in June 2025 to take part in their crowdfunding competition to be in with a chance of winning £10k towards your funding idea. By then, I had been running my business from my spare room for over eight years and had only dreamt of my own space. The Castle Street space had been empty for a while and I’d been daydreaming about it for over a year but never even thought I could take it on, but this seemed like the perfect opportunity so I decided to go for it.
As well as making my own products, I offer facial treatments so to be able to do those instore and have a retail space all under one roof has been the best decision. The final element was the addition of the wellness bar just a couple of months ago. We’ve received so many lovely compliments about the whole vibe, interiors and feel of the space – it’s been wonderful.
What had you done before? Did any of these skills help?
I grew up in Exeter but like so many, moved to London in my 20s for 10 years. I worked in the City in a very male dominated corporate industry (I was the only female on a team of 19). I designed bids for Russell Group Universities and became a bit of a self-taught graphic designer. I’ve always loved design and my dream job had always been in editorial, but I was never brave enough to pursue it in a very competitive world. Yet, that experience and eye for design helped me shape my brand as I have always designed all my labels and website.
In 2015 I decided enough was enough and I quit my corporate job, put everything into storage and headed off to travel the world, starting with three months in Sri Lanka and India.
What is the story behind the name?
The name Moksa is a Sanskrit word as I was very heavily influenced by my travels. It means inner peace and liberation. It felt so perfect as I was liberated from a role I didn’t want to be in anymore, but it’s also the way I intend the products and the space to make people feel.
How would you describe the interior style of the store?
The interior is very calming with lots of warm, neutral colours. I’ve deliberately used different woods and natural tones and everything I have sourced is preloved, reclaimed or repurposed. It has a beautiful Scandi, boho, Indian vibe. I stock a highly curated range of local female makers work and handpick everything to ensure the calming vibe of the shop can be felt throughout. I wanted it to feel like a peaceful, ritualistic experience rather than a salesy environment. You can see peoples’ shoulders visibly relax when they walk through the door which means so much to me being able to witness that and play a little part in their day.
Tell us more about the range of products you stock. How do you go about sourcing your wares?
I make natural, organic skincare inspired by Ayurveda, so the front half of the store is predominantly my range of facial oils, candles, baths salts and diffusers. I have also sourced a select few local makers whose quality wares all share the same ethos around sustainability and making minimal impact on this beautiful planet – from jewellery and ceramics, to textiles, prints and art cards.
You mentioned the new wellness café within the store – why did you decide to add this?
The café felt like the perfect addition to the space. Since opening the store last October, so many people said that they could spend all day in the space, so opening the wellness bar to enable people to do this felt like a natural next step. It’s an intimate space with room for about 10 people but I’ve already made so many wonderful connections and had lots of important and relevant conversations with so many like-minded people. It honestly fills me with so much joy – especially after spending so many years just working on my own with only the walls to bounce ideas off!
What does a ‘normal’ day look like for you?
My days vary enormously! I basically do everything myself; from making the skincare, designing the labels, baking cakes for the café, designing the signage for the store, social media, marketing, attending events and markets, packing online orders, making the tea and so much more! No day looks the same, which I love! I’ve got one permanent part time staff member and she regularly comes in to hear me saying: “I’ve had another idea!” Since having this space my creative juices have been absolutely overflowing.
You are also a mum, how have you found running a business alongside motherhood?
I’ve been running my business since 2018 and became a mama in 2019. So it’s always been a complete juggle but I wouldn’t have it any other way. Moksa has given me the flexibility to be with my son, do the school pick up and I love for him to see how strong his mama is. He is the sweetest, most sensitive, kind soul and it makes my heart sing when he tells me how proud he is of me and what I’ve created.
Which product in your store is your ‘can’t live without’?
My Virajati – 100%! It’s a beautiful serum that is such a great all-rounder. It contains Bakuchiol which is basically nature’s version of retinol, just without all the skin sensitivity and unwanted side effects that retinol can give you. It smells amazing, with a mix of jasmine and pink lotus, and just sinks into your skin with absolutely no greasy residue. My customers call it liquid gold and since releasing it last August it’s won six gold awards and has become a bit of a cult product.
What has been your career highlight (so far!)?
Gosh, this is a tricky one. I’d say opening the store has been the highlight so far. I get to come in every day and pinch myself at what I’ve created. I’m not one to be kind to myself but I am extremely proud of what I’ve achieved with the space.
I also won ‘best slow beauty brand’ at the Beauty Shortlist Awards, which I was bowled over with as I was up against some really huge names in the natural beauty world.
What is the neighbourhood like around the store? Tell us about your community and other local independent stores nearby.
It’s a pretty unique neighbourhood. Exeter has become a fab destination for indie businesses, with Fore Street and Gandy Street being really amazing destinations for indie shopping. We are on Castle Street, just off the high street, so we are a little bit off the beaten track. It does prove more difficult for natural footfall, but it’s so worth the extra few steps as we’re on a gorgeous cobbled street with the castle at the top. There’s also another lovely local café and a little range of small indie spaces, including a botanical tattooist and lovely jewellery store.
It’s been tough times for businesses over the past six years, have you got any thoughts on how to keep an independent store and café thriving during these difficult times?
I’d love to know the answer to this! I think what keeps my customers coming back is genuine passion, integrity, quality of products and just pure authenticity. I will never pretend to be anything but a woman who followed a dream, winging it most days, and absolutely adoring what she does.
What do you think the future is for independent retail?
I really think that consumers are wanting to shop independent a lot more now. People are fed up of the big corporations and cloned high streets. They want genuine, quality products and to invest in people, not lining the pockets of millionaires. What customers spend in my store genuinely goes to putting food on the table for me and my family, and I think people get that and are actively seeking out a more authentic, personalised experience. I feel there’s been a shift recently and people know they can make an active difference. In a world that feels a little out of control, bringing it back to community spirit is a way we can all do this.
What do you wish you’d known before opening the store? Any advice for those thinking about opening their own shop?
If I’d known a lot of the stuff then I probably wouldn’t have done it! So in that sense, I’m glad I didn’t know it all and have learnt along the way, and I am still learning so much. I’m pretty stubborn and determined, so I have to make it work as I am so passionate about supporting and shouting about all these beautiful female founders’ wares.
Always go with your heart, life’s too short. I strongly believe in regretting things you’ve done rather than regretting not doing them. If it all fails in six months (which I really hope it doesn’t!) then I will know with all my heart that I tried my absolute best, and I created something magical and special to me.
15-16 Castle Street, Exeter, Devon EX4 3PT
Portrait photography: Hannah Bromell | Shop images: Chloe Osborn
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