From a viral TikTok moment to one of the UK's most beloved supermarket staples, this week on Ladies Who Launch, Rochelle sits down with Vivien Wong, co-founder of Little Moons, to unpack the real story behind building an iconic brand from the ground up. Vivien gets refreshingly honest about starting before you're ready (the 80% rule), protecting product quality under explosive demand, and navigating the noise to find the advice that actually moves the needle.
Together, we dig into the sibling dynamic that powers the business, the nostalgia-first brand identity that made mochi ice cream a cultural moment, and what it really looks like to bring in investment and external leadership without losing what made you special in the first place. This one is equal parts strategy and soul and a masterclass in building a brand people genuinely love.
In this episode, we cover:
- Building a career and brand foundation from scratch
- Knowing which advice to take and which to ignore
- Creating the Little Moons brand identity
- Managing explosive growth with effect
- Bringing in investment without losing the soul of your brand
If you're a founder who's overwhelmed by the pressures of starting, this episode is designed to inspire you to start before you’re ready.
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CHAPTERS
00:00:00 Introduction and Little Moons as a Family Favorite
00:03:08 The Inspiration Behind Starting Little Moons
00:07:06 The Challenges of Creating Mochi: Craftsmanship and Manufacturing
00:12:33 How Vivien's Finance Career Helped Launch the Business
00:14:40 Launching Little Moons
00:16:07 Building the Brand; From White Label to Little Moons
00:19:31 Founding the Business as Siblings
00:23:02 Breaking Into First Major Retail Partnerships
00:28:38 The Viral TikTok Moment and Managing Sudden Demand
00:34:13 Amplifying Virality and Managing Retail Logistics
00:37:07 Business Scaling Challenges
00:41:07 Bringing in Private Equity and a New CEO after 12 Years
00:44:29 The Myth of Overnight Success vs. A Slow and Steady Journey
00:47:27 The Complexities of International Expansion to 38 Countries
00:52:56 Rocket Round: Non-Negotiables, Launch Moments, Daily Habits
00:58:37 Advice for New Founders
01:07:38 Celebrating Success and Vivien's Gratitude
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FOLLOW VIVIEN & LITTLE MOONS
Vivien’s Instagram: https://www.instagram.com/thevivienwong/
Little Moons Instagram: https://www.instagram.com/littlemoonsmochi/
Little Moons TikTok: https://www.tiktok.com/@littlemoonsmochi
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