Aleksandra Mojse, Founder and Managing Director of Moy, talks the launch of her own design firm, projects, challenges, the value of a great team, and future plans for expansion.

By Roma Arora

Aleksandra, tell us about yourself!
I grew up in a mixed family in Serbia, and because my father was Hungarian, we generally followed the Hungarian lifestyle and talked both Serbian and Hungarian at home. We travelled to other locations frequently, and I’m grateful to my parents for teaching me to explore and having that urge to meet people and learn about different cultures from an early age. I enjoy reading in my spare time as it relaxes me, and I always choose novels that will help me learn more.

You’ve previously worked with major design organisations; what inspired you to start your own studio— Moy?
I come from a family of entrepreneurs, so I believe I always knew I wanted to start my own business.  I used to be a headache for my superiors because I was always asking for more and more responsibilities. Owning your own business is undoubtedly a task I’ve been eager to take on since I began my profession. The puzzle seems to be fitting together now. Even though I am aware that this is only the beginning, I am excited for each and every step. Of course, having flexibility with my schedule is another factor that inspired me to start my own business so I could spend more time with my family.

The timeless style with a splash of lively colours was employed for Private Members Club. Moy’s objective was to create a vibrant environment.

What are your all-time favourite materials and colours to include in a space?
I adore using wood because it has a cosier feel. Wood is a great choice for any project, including busy F&B and office spaces. Lately, I developed an obsession for rare and coloured marble. It’s difficult to convince clients sometimes but luckily we have some amazing clients that trust us and are accepting of all our ideas. I tend to favour neutral and pastel colours while choosing colours. I adore the colours green and blue in a room, and maroon may also give interiors a classy appearance. Naturally, it depends on the project and the demands of the client, but accessories are the main way we introduce colour.

Tell us a technique you always try to use in interiors and something you always try to avoid?
Most of my interiors are vivid and calming at the same time, which is a difficult combination to strike. I always strive to use pastel colour and neutral tones. If I’m working on the interiors of a house, it’s essential that I fully comprehend the client and dig deeper to get to know them. When working on F&B projects, I have to be aware of the experience I want to create in order to balance the taste and visual senses. I try to avoid combining too many distinct materials, mixing bright hues and various colours in the same place, and causing chaos.  I adore seeing wonderful interiors where a designer subtly blends materials while utilising only a few colours and various tones to create an attractive appearance.

How would you describe your design aesthetics, and how do you plan to cater to the desires of GCC audiences with traditional demands and a modern touch, given that you will be servicing expats from around the world?
I enjoy designing modern elegant spaces with neutral colour tones, that will bring people together and improve their overall experiences. However, I also enjoy a good challenge and getting projects that require me to come up with something original and louder, like the latest Private Members Club project we worked on. I believe that a designer should have their own identity, but that when they move outside of that to create something somewhat different, they can still leave their mark that is distinct and seamlessly blends in.

I have a strong understanding of the local culture and I am skilled at fusing traditional and modern styles, which is very fashionable in Dubai.

It’s the concept design for family jewellery shop in Serbia. Since Aleksandra’s grandfather launched the Jewellery Shop in 1938. The goal was to create a timeless and elegant style with a modern twist that would symbolise a family business that would last generations.

What are the challenges and highlights of working with clients from the GCC?
The biggest challenge is timeline; clients wait until the last minute to hire an interior consultant and then we are squeezed with timelines. This can affect the design and quality – things that I never want to compromise on. As the owner, quality is very essential to me, and the technical side of every detail needs to be taken into account during the design phase.

People are coming from different backgrounds and each client comes with a different challenge, very often it’s a positive challenge and I learn something new. I enjoy working with different cultures and getting to know more about the history and exploring ways to tie it into concept design.

Could you tell us something about your current project?
The team and I are currently working on a 400sqm Townhouse renovation, it’s for a lovely family of five and it’s been a pleasure to design for them. They wanted a mix of bohemian and modern styles, a cozy, warm and welcoming home to unwind and gather as a family. This is why I enjoy my business, and I wanted to work with individual clients on their homes, offices, and restaurants to provide a more personalised service. It makes me happy to be able to provide them with their ideal environment and to see their joy and gratitude.

As you think about the future, where do you see yourself and Moy, especially in terms of commissions and direction?
We need to extend our footprint in the GCC currently because we are new to the market, and I want us to work on a variety of residential and commercial projects. The European market is also part of our long-term strategy, and I’m looking forward to that chapter.

My current objective for Moy is to grow the team and employ more outstanding designers to take the company to the next level. My personal goal is to run the company, create and maintain customer relationships, collaborate with the design team, and ensure quality is met. I’d also like to invest in my employees, learn about their goals, help them by delivering sponsored programmes, and make sure they’re happy at work. This is very important to me since we spend so much time at work, and I believe that when we are happy, we perform better and are more motivated.