Behind The Brand: Fox Under The Moon

What inspired you to start your business/ brand?

Fox Under The Moon began, quite honestly, as a quiet act of love during an uncertain time.

It was the winter lockdown of 2021, and I was out of work. My husband Jamie and I had already made some big lifestyle changes. Back in 2018 we’d sold our house, left our teaching jobs, and moved into a tiny touring caravan in search of a simpler, slower life.

A close friend of mine was going through a really difficult time, and I wanted to send him something that would say, “I see you. I understand. I’m here.” But no matter how many shops I browsed, I couldn’t find a card that felt quite right. Everything was either too cheery, too insipid or too formal, and I just couldn’t find the words I needed. So I decided to try and make something myself.

At the time, I had just started experimenting with watercolours, mostly to pass the time. I wasn’t a trained illustrator - I’d studied product design at school and had always been creative, but I’d never considered myself an artist. I picked up my paintbrush and created a simple picture: a little fox sitting quietly beneath a huge, comforting moon. I added some handwritten words beneath the scene, and that was it - the very first Fox Under The Moon illustration!

I shared the image online with friends and family, and to my surprise, it struck a chord. Messages started coming in from people – complete strangers - asking if I had more designs. 

Over the months that followed, I taught myself how to draw digitally using an iPad and the Procreate app. I didn’t set out to build a brand. I set out to make someone feel seen. But the response showed me how many people were craving gentle, honest words in a noisy, often overwhelming world.

It’s grown into books, prints, cards and gifts that are now stocked in over 270 independent stores, and loved by a global community of almost 300,000 followers - but it still starts the same way it always did: with a feeling, and a hope that the right words will find the right heart, at the right time.

What are your brand’s values?

At Fox Under The Moon, our values are rooted in kindness, honesty, and emotional connection.

We believe in creating gentle, meaningful products that help people say the things that matter - especially during life’s more difficult moments. Every illustration begins with empathy, and every word is chosen to offer comfort, encouragement, or hope.

We value emotional honesty - the kind that allows us to say “it’s okay to feel this way” without judgement. Many of the people who follow us are going through grief, anxiety, change or uncertainty, and our work is designed to meet them with softness, not solutions.

We also believe in slow, sustainable growth. Our business is still family-run, and we make decisions with care - choosing partners, retailers and licensing opportunities that align with our values of compassion, creativity, and purpose over profit.

We celebrate imperfection, vulnerability, and the quiet beauty in simply being human. Whether it’s a card, a book, or a moment shared on social media, our goal is always the same: to make people feel less alone, and to remind them they are loved, just as they are.

What is your biggest motivation?

My biggest motivation has always been people - real people, with real emotions, navigating the quiet, complicated corners of life.

Fox Under The Moon began because someone I loved was struggling, and I couldn’t find the right words to comfort him. That feeling - the need to say something kind, honest and meaningful - is still at the core of everything I do.

Every day, I receive messages from people who are grieving, anxious, overwhelmed or simply tired. Some of them are just looking for a reason to keep going. Knowing that my words or illustrations might bring even a moment of comfort or understanding is what keeps me creating.

There’s something incredibly powerful about emotional connection - especially when it's expressed gently. That’s what I try to offer through every card, book, or post: a small reminder that you're not alone, that your feelings are valid, and that even in the darkest seasons, there is still light to be found.

I’m also deeply motivated by my own journey with mental health, and by the lifestyle Jamie and I chose when we stepped away from the chaos of “normal life.” This brand is a reflection of the life we’ve intentionally built - one led by heart, not hustle.

At the end of the day, it’s the people who reach out to say, “I really needed this today,” that remind me why I do what I do. They are, and always will be, the reason behind every page, every post, and every little fox under every moon.

Where did the inspiration for your product(s) come from?

The inspiration for Fox Under The Moon came from real life... from moments of grief, anxiety, love, hope, and the quiet in-between spaces we often don’t talk about.

Much of my creative direction is shaped by the incredible messages I receive from people on social media. From the very beginning, people have reached out to share deeply personal stories - of loss, heartbreak, mental health struggles, or simply feeling overwhelmed. I read every message with care, and many of them leave a lasting impact. Some of the souls who reached out in those early days have since become friends. Their honesty and vulnerability help guide the words and illustrations I create. When a certain theme keeps coming up, like grief, anxiety, or the fear of change... I know it’s something that needs to be explored gently.

The fox, in many ways, represents that anxious, curious part of ourselves - the one that questions and feels deeply. And the moon? She’s the wise, calm voice of reassurance. Together, they explore life’s messy and meaningful emotions in a way that feels safe and comforting.

Nature plays a huge part too - the woods, the sea, the stars - and the quiet moments where reflection can happen. Everything I create starts with the question: What does someone need to hear right now? From there, I shape the words and artwork into cards, books, and gifts that feel like a warm hug in paper form.

What has been a highlight whilst creating and building your brand?

There have been so many moments that have meant the world, but one of the biggest highlights has been seeing Fox Under The Moon grow from something so small and personal into a brand that now reaches people in over 25 countries.

Winning the Gift of the Year People’s Choice award two years running was incredibly special, not just because of the recognition, but because it was voted for by the people who support us. Knowing that our community took the time to show up for us like that was deeply moving. It felt like a quiet celebration of everything we’d built together.

Another unforgettable moment was receiving the publishing offer for Seasons of Comfort and Hope. When my editor at Quercus reached out, I genuinely couldn’t believe it. To go from self-teaching myself to draw during lockdown, to signing with a major publisher… it was one of those beautiful, surreal full-circle moments.

But honestly, the biggest highlight has been the connections. The messages from strangers who felt seen, the retailers who’ve become friends, and the quiet impact our words and illustrations have had on people navigating tough times. Every single “thank you, I needed this” message is a highlight in its own right, and those are the moments I hold closest.

What advice would you give to business owners, creators, designers and brand owners just starting out?

Start small. Start honest. And start with why.

You don’t need everything figured out to begin. When I started Fox Under The Moon, I had £250, no formal art training, and no grand plan. What I did have was a clear purpose, to help someone feel less alone. That purpose became the foundation for everything that followed.

One of the best things you can do is to stay connected to the heart of what you’re creating. Trends come and go, but authenticity lasts. If what you’re making means something to you, it will resonate with the right people, even if it takes time.

Don’t be afraid to go slowly. Some of the most meaningful brands grow quietly and steadily. Listen to people who’ve walked a similar path, and don’t be afraid to ask for help. Mentors, peers, and kind voices in the industry can make all the difference.

And above all, remember this: your work doesn’t have to be perfect to be powerful. Often, “done” is better than “perfect.” Make the thing. Put it into the world. Learn as you go. You’ll grow as your brand grows, and that’s part of the magic.

There is someone out there who needs exactly what you have to offer. So take the first step, even if it’s a tiny one.

Will you be launching any new collections at Home & Gift Buyers' Festival and if so, can you give us a sneak peek?

Yes, and we’re so excited to share what we’ve been working on!

At this year’s Home & Gift Buyers’ Festival, we’ll be showcasing 16 brand-new greeting cards, each featuring adapted artwork and words from my upcoming book Fox Under The Moon, Seasons of Comfort and Hope.

This new collection captures the quiet emotional moments explored in the book, from gentle encouragement and self-compassion to grief, healing, and hope. Every design is rooted in kindness, created to help people express the things that matter most.

It’s a soft, soulful collection, filled with starlight, stillness and the wisdom of Moon, perfect for stockists looking to offer thoughtful, meaningful cards for all of life’s seasons.

We can’t wait to show you the full range in person at Stand B-A29!

What is your personal favourite from your new collection?

That’s such a hard question, they all hold meaning for me in different ways, but if I had to choose, I’d say the designs themed around resilience and quietly keeping going are especially close to my heart.

The sentiments are a gentle reminder that resilience doesn’t always look bold or brave, sometimes it’s just breathing, trying again, or making it through the day. Those quiet victories matter.

That message feels especially relevant right now, for so many people in our community who are navigating uncertainty, grief, or burnout. I wanted to create cards that validate those experiences and offer encouragement without pressure or platitudes.

The resilience pieces in this collection are like little love notes to anyone who's still trying, even when it’s hard. And that, to me, is something truly worth celebrating.

 

Discover the magic of quiet connection with Fox Under The Moon at Home & Gift Buyers’ Festival.

Find them at Stand B-A29 to explore their brand-new collection of soulful cards, inspired by the upcoming book Seasons of Comfort and Hope. Thoughtful, gentle, and rooted in emotional honesty, it’s a must-visit.