Little Moons co-founder Vivien Wong has revealed that building a London factory was one of the best decisions the company ever made, despite advice to spend the money on marketing instead.
From City Analyst to Mochi Mogul
Wong, 46, who founded the ice cream mochi brand with her brother Howard in 2010, started her career as a chartered accountant before joining Barclays and Barclays Capital as a business analyst. Born in Wembley and now living in Maida Vale, she studied Business and Economics at university.
Her first job was working in her parents' bakery, packing cakes and biscuits on weekends and during school holidays. Once she could drive, she graduated to doing local deliveries around London.
The Leap into Entrepreneurship
Wong said she realised she wanted more control over her time after her father was diagnosed with cancer. "It pushed me to start ticking things off my bucket list and at the top was starting my own business. So I handed in my notice and took the leap."
She now works from Farringdon and loves the mix of old and new across the City. "Walking down High Holborn or Fetter Lane towards Soho, I often find myself looking up as there's so much history in every corner."
Proudest Moments and Business Lessons
One of her proudest moments was seeing people queuing outside a Tesco before opening time to buy Little Moons. "It was one of those slightly surreal moments where you realise something you've built has genuinely connected with people."
She also recalled a memorable business meeting with former Diageo executive Jack Keenan, who told stories about flying Concorde, describing it as "a flying private members' club mixing rock stars, royalty and executives."
Wong admitted to a business faux pas early in her career when she made fun of a friend's sister's new boyfriend at dinner, only for him to later join her team as a manager and eventually marry that friend. "A good reminder that the world is very small and to always be on your best behaviour."
Factory vs Marketing: The Best Advice Ignored
Wong revealed that an industry figure advised spending all the money earmarked for building a factory on marketing instead. "In hindsight, owning our factory has been one of our biggest strengths – it's given us complete control over quality and consistency. It was a useful reminder that even well-intentioned advice isn't always right for your business."
She also shared the best career advice she received: "Whatever job you have, do the best work of your life. There's always something to learn, even if it's not immediately obvious."
Looking Ahead
Wong is optimistic about the year ahead, with the launch of Mini Moons exclusively into Sainsbury's. "The response so far has been really encouraging. It feels like a great moment for the brand and has given us strong momentum going into the year. We're now looking to build on that and expand more widely, including internationally."
When not working, she enjoys hiking with her dog, weekend trips to Paris, Italy or Ibiza, and dining at Lilibet's in Mayfair or Hotori on New Fetter Lane.
