Fox Under The Moon: From Lockdown Hobby to a Business That Comforts Thousands

What started as a personal lockdown project has become a heartfelt brand that brings comfort to hundreds of thousands. Rooted in the desire to find the right words during difficult times, this business has grown from hand-painted cards at the kitchen table to a thriving business. But its mission has remained beautifully simple as founder Stacey of Fox Under The Moon put it: “helping people to find beautiful, meaningful ways to say the things that matter, really.”

A Fox, a Moon, and the Magic of Words

In a market flooded with cards for birthdays and congratulations, few speak to life’s more complex emotions — grief, anxiety, or loss. That’s exactly where this brand comes in. The idea started with watercolours and a desire to support a friend during a tough time. Her signature characters — a fox and a moon — started to take shape, and she shared the results online. A homemade card, shared online, sparked a wave of requests. Within weeks, followers poured in.

Within weeks, followers flooded in, and within a month, her first set of cards sold out on Etsy in just 24 hours. “I was packing them with my mum and dad around the kitchen table,” Stacey fondly recalls.

Building a Loyal Online Community

The heart of this business has always been its community,  and that community began on social media. In the early days, Stacey started selling through Etsy, as many creative entrepreneurs do. But it quickly became clear that most of her customers weren’t finding her through Etsy itself. “I was bringing 80–85% of the traffic to Etsy to buy from me because they were coming through my social media,” she explains.

This realisation that her audience was already there, waiting and engaged, was a turning point. It gave Stacey the confidence to launch her own website and invest more in direct communication. From then on, social media wasn’t just a marketing tool; it became the foundation of the brand. By staying closely connected to her followers — many of whom have been there since the beginning — the brand grew in a natural and deeply engaged way

With now nearly 300,000 social followers, the brand has cultivated more than an audience — it’s built a supportive and deeply engaged community. Much of that comes from the founder’s own presence. She regularly shares messages, records personal voice notes, and responds directly to those going through tough times. “Sometimes something really just touches me and I feel compelled to do it,” she says.

This authenticity has made the brand feel more like a conversation than a company. And it’s this approach that has made the transition to scale feel, human and personal. 

From Etsy Orders to a Multi-Channel Brand

What began as hand-packed Etsy orders quickly evolved into a thriving, multi-channel brand. After building early momentum through social media and Etsy, the business gradually shifted to its own webshop, expanded its product line, and eventually moved into wholesale. Today, around 70% of revenue comes from wholesale partnerships, with products stocked in independent shops across the UK, Ireland, and the US.

Platforms like Faire helped scale that growth, while trade shows and direct relationships with buyers allowed the brand to stay personal — even as volumes increased. Despite the shift, the core community remains central, continuously shaping what the brand creates next.

Challenges and Creative Workarounds

Like any growing business, Fox Under The Moon has faced its share of obstacles. From global disruptions to shipping costs and platform fees, it’s been a journey of constant adaptation.

1. Shipping hurdles

Shipping to the EU and US became difficult due to Brexit and international tariffs. Many customers didn’t realise they were ordering from abroad, leading to unexpected fees. The solution? Partnering with local stockists and rerouting traffic based on region.

“It’s about thinking outside the box when these things happen, and not just saying: we can’t do this anymore.”

2. Margin vs. experience

Early on, every order was gift-wrapped, handwritten, and personalised. But as demand grew, that became unsustainable. Fulfilment was outsourced, yet the brand kept a personal touch with branded packaging and handwritten notes.

Her tip for small businesses?
Find creative ways to connect with your audience. Not everything needs to be free or fancy.

3. Wholesale vs. direct sales

The brand shifted from 100% B2C to now about 70% wholesale. While wholesale typically offers lower margins than direct sales, it brings something just as valuable: efficiency.

“You’re selling 100 things to one person, rather than 100 things to 100 people.”

Beyond logistics, wholesale also became an organic marketing engine. Shoppers often discover the brand in local gift shops and boutiques, then visit the webshop later to explore the full product range. This natural crossover helps build visibility and trust without needing heavy ad spend or complex campaigns.

4. Managing expectations around shipping

In a world where Amazon and other giants have trained customers to expect free, next-day delivery, small businesses face an uphill battle. Offering that level of speed and cost-efficiency simply isn’t realistic when you're working with tighter margins, handmade products, or ethical sourcing. Rather than trying to compete on speed or price, the brand focuses on something far more achievable — clarity.

"My bit of advice would be if you can afford to use a tracked service, do it because people really appreciate that."

Making What People Ask For

From affirmation cards to journals, many new products are inspired directly by the community. “Ideas for products and particularly themes of new artwork largely come from my social media following,” she says.

Still, she’s cautious about chasing trends. Instead, she focuses on quality, sustainability, and staying true to the brand’s tone. Every product is checked for profitability across retail and wholesale pricing — because, as she wisely notes, “if you’re not making money, you’re not making money.”

Sustainability as a Guiding Value

Running the business isn’t a solo mission, it’s a shared journey. The founder and her husband Jamie run the company together, and their shared background in sustainable development has shaped many of the brand’s core values from the beginning.

Sustainability isn’t just a buzzword in their business — it’s something they actively prioritise. About 80% of their products are still made in the UK, and they’ve worked hard to remove plastic from packaging where possible.

Of course, compromises have sometimes been necessary. Some items, like affirmation cards and hardback journals, are now produced abroad due to cost and manufacturing limitations in the UK. But their principle remains: if a more sustainable option exists — and it’s viable — they’ll take it.

What’s Next: Licensing, Strategy & Staying Present

While the business once aimed to “break the US,” shifting global conditions have redirected focus back to the UK. Instead, they’re now exploring licensing opportunities — for example, working with partners to produce mugs and coasters, without managing inventory directly.

It’s all part of a strategic shift: Double down on what’s working, optimise your best months, and don’t chase every hard season. “Make hay while the sun shines. Make your good months brilliant — and take time back when you can.”

A major new project is also on the horizon, set to launch in both the UK and US later this year.

Discover More
To learn more about Fox Under The Moon, explore their full product range, or experience their thoughtful, heart-led storytelling for yourself, visit foxunderthemoon.co.uk or connect with their warm and engaged community on social media.