Today we’d like to introduce you to Moana Dixon.
Hi Moana, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today.
During an extensive eighteen-year journey in the wine and spirits industry, our founder, a VP of sales, embarked on travels to remote regions worldwide, delving into the brands she was entrusted to develop in the United States. From the sprawling Scotch distilleries of Scotland to the agave fields spanning Jalisco to Oaxaca, Mexico, these experiences unearthed the profound stories of heritage and indigenous textiles that became interwoven with her very essence. They ignited a passion for ethnic, transitional, and universally classic design styles.
In 2015, an unexpected suggestion from a neighbor led her to sell a few pillows she crafted on her childhood sewing machine. These humble beginnings marked the birth of HUNTEDFOX. With an unwavering commitment to highlighting the often-overlooked details, our brand rapidly gained momentum. Local celebrities like Gina Rodriguez discovered our offerings at a Sunday artisan market in Venice Beach, while renowned event planner Steven Petrarca’s company placed a substantial order for ottomans and pillows to grace a private event at the prestigious Nobu in Malibu. This collaboration with local manufacturers became a crucial thread in the fabric of the H|F brand, leaving an indelible mark.
HUNTEDFOX meticulously handcrafts each leather item and custom throw pillow, including every component of our products. From feather and down inserts to foam and upholstery, custom zippers, sewing, production, packaging, and warehouse operations, we collaborate with local small and family-owned businesses in Los Angeles to ensure a handmade touch in every step of the process. We wholeheartedly support our fellow entrepreneurs and actively engage in the vibrant small business community. Our commitment extends to empowering fellow makers and bootstrappers who pursue their dreams through the unique products we create by the work of our own hands in our great city of artisans.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
At times, I find myself wishing that things were different, but more frequently, I appreciate the challenges we’ve faced as a small business. We’ve navigated through some of the most normal situations a business could encounter, from dealing with unscrupulous clients neglecting their financial obligations to navigating through long drawn-out legal disputes.
However, the past year has brought the most unusual and unforeseen challenges as we found ourselves targeted by unscrupulous entities in India and Morocco. Exploiting our sales networks, these entities shamelessly replicated our unique designs, utilizing our very own images to captivate our loyal clientele and compete directly against us while pretending to be us to unsuspecting buyers. Our handmade creations were shamelessly replaced with factory-produced imitations, eroding the authenticity we value most.
This onslaught led to our expulsion from major sales channels such as Etsy and Amazon, with Google’s search engine algorithms penalizing our online visibility. As if that weren’t enough, an elaborate and sustained Distributed Denial of Service (DDoS) scheme unfolded across the internet, plunging our small business into an almost irrecoverable predicament.
What’s been most interesting about this challenge is the realization of how much power others have in the public domain of the internet and most astonishingly, how little companies like Etsy are willing to stand behind copywriting and integrity clauses that they themselves built their brands upon.
Though I wouldn’t wish the severity of these experiences on anyone, the decision to sell our retail arm of HUNTEDFOX as we shift our focus to manufacturing and custom furniture creation has granted me valuable insight and fortitude. These hard-earned lessons will likely shield me from greater losses in the future, and for that, I am truly grateful.
We’ve been impressed with HUNTEDFOX, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
While we source textiles from indigenous tribes and artisans during our travels, each item we offer is meticulously handcrafted in Los Angeles. Our focus is on infusing the narratives of creators into the spaces that shape our lives, emphasizing the importance of homes.
Primarily collaborating with interior designers as a discreet “secret weapon” for their projects, we also make select pieces from these design ventures available to the public on our website.
Our portfolio includes remarkable experiences, from our first sales to Gina Rodriguez and NBC’s The Voice lounge to designing an entire home in South Africa just to showcase our custom furniture and creating leather banquettes for global restaurants, custom ottomans for the Ian Schrager hotel group, completely taking over Nobu Malibu to dressing parties for Jo Malone and so much more. Notably, our leather hanging headboards were featured in the Grammy award-winning group Pentatonix’s video “Coffee in Bed.”
As a 100% minority female-owned business, HUNTEDFOX stands as a beacon of diversity and empowerment in the entrepreneurial landscape. Beyond our craft, we actively champion local family-owned businesses in Los Angeles, contributing to the economic vitality of our community and embodying the spirit of collaboration and shared success.
Before we let you go, we’ve got to ask if you have any advice for those who are just starting out?
If I could transport myself back to 2015, here’s the business advice I would share with my younger self:
1. Embrace Simon Sinek’s wisdom – “Start with why.” Your “why” is your anchor in stormy seas; enduring the various seasons of business requires a clear purpose.
2. Begin with your “why” and attract investors who believe in your vision. Allow their expertise and wealth management to guide your growth; let financial strategy be your North star.
3. Prioritize paying yourself and delegate low-level tasks to others. Focus on your purpose and vision; don’t do everything just because you can. Safeguard your energy and tender the smaller tasks.
4. Establish business credit and safeguard your intellectual property. Invest in trademarks and a reliable attorney for contract reviews; protecting your assets ensures that when the tide rises, all boats rise.
5. Take a measured approach to hiring, and don’t hesitate to let go swiftly when needed. Maintain a strong, tight-knit network – they’ll contribute to your net worth. As sailors say, “loyalty among the crew is prized above all.”
…remember, enduring the strongest storms makes the best sailors.
Pricing:
- Hanging Leather Headboards $599 & up
- Handmade Throw Pillows $59 & up
- Leather Ottomans $489 & up
- Custom Leather Banquettes $499 & up
- Unique Home Decor $29 & up
Contact Info:
- Website: https://HUNTEDFOX.co
- Instagram: @theHUNTEDFOX
- Facebook: https://facebook.com/theHUNTEDFOX
- Youtube: https://youtube.com/theHUNTEDFOX
Image Credits
Graham Lott
Moana Dixon
Two Fish Digital
NBC
