The making of Mochara with Tara Keoshgarian
You may know Mochara for its cosy base layers, sweatshirts and other equestrian athleisure pieces, but do you know the story behind the brand and its plans for the future? Well, on today’s podcast (or blog, depending on whether you’re here to read this or listen below!), we’re going into all the detail…
Introducing Tara and Mochara
Tara launched Mochara in June 2019 when she was just 20. The brand, named after her horse Buddy (meaning “my friend” in Gaelic), originated from Tara’s desire to design versatile clothes that could transition seamlessly from the stable to everyday activities. As a university student studying equestrian sports science at Hartpury, Tara identified a gap in the market for equestrian clothing that wasn’t overly branded, allowing riders to effortlessly move from the yard to lectures or the gym without changing outfits.
Where did the idea for Mochara come from?
While in her final year at university, Tara observed the inconvenience of changing clothes between various activities, especially as a busy student with horses. The idea for Mochara emerged from her wish to create stylish, multifunctional clothing that riders could wear beyond the equestrian setting. Tara aimed to fill the gap with clothing that didn’t scream “equestrian” and could be worn casually without drawing unwanted attention.
What did COVID do to Mochara?
Despite the challenges, Tara highlights the positives of COVID-19 on the business, such as increased online visibility and the continued support of customers who were still active in caring for their horses and sought comfortable and stylish activewear. COVID was such a strange time for so many businesses, and although the rollercoaster of business still continues, the way that the landscape changed overnight was something we’d never experienced before (and, hopefully, won’t again).
Building a community
Mochara’s success is not only attributed to its products but also to the sense of community and relatability Tara has cultivated. By using real riders, non-professional models, and involving customers in decision making processes, Mochara has created an authentic brand experience that resonates with its audience.
Working with influencers and brand ambassadors
Tara shares insights into working with influencers and brand ambassadors. She emphasises the importance of collaboration with individuals who genuinely appreciate the brand and its products, as opposed to those seeking free products.
What’s next for Mochara?
Looking ahead, Tara discusses Mochara’s plans for the future, including exploring investment opportunities to fuel the brand’s global expansion. With a focus on product design, inventory, and team expansion, Mochara aims to strengthen its presence in both the UK and the US.
To find out more about Tara and the brilliant Mochara brand, find them on…
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