Xavier student turns passion into campus storefront
Xavier senior transforms pandemic side hustle into thriving clothing and jewelry brand with storefront opening at Robinette Center of Innovation.
What began during the pandemic as a side hustle on Instagram has become something much bigger for senior Alaina Moe.
Moe & Co. finally came to life with her storefront opening on Sept. 12, marking the next chapter for her clothing and jewelry brand, and a moment reflecting Xavier University's commitment to hands-on learning and supporting students in turning ideas into reality.
Moe started Moe & Co. in high school, hand-making jewelry as a creative outlet during the height of the pandemic. At first, she wasn't sure whether to bring the business with her to Xavier.
"I almost didn't bring it here," Moe said. "But ever since I did, I kept thinking about what the next step was. The fact that I was able to acquire this space and actually start setting up has been so cool."
The Robinette Center of Innovation
The space is located in the Robinette Center of Innovation, where Moe connected with entrepreneurship and management professor Mike Halloran. Halloran, a valuable asset to the Center for Innovation, introduced her to opportunities within the center, including the $5,000 grant for which she applied and was awarded.
"The grant was huge," Moe explained. "Once I received it, I could actually start buying supplies, setting up the space, and really building something. Without Mike and the CFI, I wouldn't have even known this was possible."
The process was not without challenges. Although rewarding in the end, it took her almost all summer to get the store ready for opening day.
"It took almost all summer, but it was fun to do. And I had so much help from my family, friends, and professors along the way," she said.
Something That Means Something
Beyond the storefront, Moe has been working on her brand and the mission behind Moe & Co.: "To create something that means something."
She introduced her first clothing line, Since Forever Ago, which encouraged customers to bring their own story to each piece. One of her campaigns, "What Does It Mean to You?" served as an extension of her brand, showing how each wearer's interpretation of the pieces is different.
"I've always loved brands that have a story behind them," Moe said. "That's what I want Moe & Co. to be-something that means something."
The Xavier Community
The Xavier community has embraced her vision, with professors, peers, and campus organizations supporting her in spreading the word.
"Every single person was so supportive throughout the process. That's what I love about Xavier. It's a small school where word of mouth spreads quickly, and everyone really wants you to succeed."
Looking ahead, Moe hopes to expand Moe & Co. by hosting pop-up shops around campus and in the Cincinnati area. Eventually, she hopes to move into an off-campus storefront. For now, she is focused on ensuring Moe & Co. at the CFI is constantly evolving and maintaining an active Instagram presence, @moeandco_.
"There's always something new," Moe said. "Every sweatshirt is one of a kind, and bracelet designs change with my new drops. I always tell people, don't just come in once. Come back again, because it's going to look different every time."
For Moe, the storefront is more than just a shop. It is a vision that has come to life with time, support, passion, and opportunity.
