From Interior Design to Home Goods: An Interview with Rachel Nelson

Aug 14, 2025 | interview

Launching a new lifestyle brand takes courage, clarity, and a deep connection to who you are at your core. For Rachel Nelson, Concetti CEO + Principal Designer, that meant creating something that felt like a love letter to her younger self.

Rachel has spent years building Concetti and its team to help people design spaces that reflect their truest selves at home and in their business. With the launch of the new brand Moxie, she’s bringing that same unapologetic spirit into the world of dopamine décor: vibrant, joy-filled pieces designed to spark happiness and empower you every time you see them.

In our conversation, Rachel shared the heart behind Moxie, how it connects to Concetti, and why she believes the parts of you that feel “too much” are exactly the parts that make you magnetic. From brass foxes in sunglasses to breaking every “design rule” in the book, her approach is as fearless as it is joyful. Learn all about it below.

What inspired the journey from Concetti to Moxie?

Rachel: Moxie is a little bit of a love letter to my inner child. At Concetti, I give people permission to step into who they are and make the big, bold decisions they’ve been dreaming about. I realized that’s exactly what I needed to tell myself, that the big personality I was told was “too much” when I was little is actually perfect as she is.

Moxie is a dopamine décor and lifestyle brand where we curate monthly collections of really unique, beautiful pieces that give people permission to surround themselves with things that are big, bold, beautiful, and make them happy when they see them. No permission needed.

How do Concetti and Moxie differ, and how do they connect?

Rachel: Think of Moxie as Concetti’s baby. Concetti is a design strategy studio specializing in interior design, and we’ve spent years creating intentional environments that allow people to step into who they are. Whether it’s their home or their business, we make sure their space is an extension of them.

Moxie takes that spirit and makes it accessible without hiring us for a full design service. It’s an e-commerce site where you can grab something like a trucker hat, a candle, or coffee table tray that brings a little empowerment and joy into your home or business.

What does “dopamine décor” mean to you?

Rachel: It’s the pieces that make you happy when you see them. An instant smile or giggle. For me, it’s unexpected whimsy and humor. In my house, I’ve got a brass fox head wearing sunglasses and a monkey-head planter with a gold tooth. They never get old. It’s about surrounding yourself shamelessly with things that make you happy. I can’t wait to bring pieces like this into my new home, Divinely Detroit, the historic church located in Indian Village.

How did you land on the name Moxie?

Rachel: At Concetti, our brand persona is “genuine moxie” which means kind, calm, loving, but bold in who you are. We’re always building our clients up to take that bold, courageous step. Moxie is the bold part. The “I don’t need permission” part. When you choose dopamine décor, you’re choosing to surround yourself with pieces others might not understand, but you love.

Who is Moxie for?

Rachel: It’s for anyone who’s been told they’re too much, too loud, too bold. It’s for the person who wants that little empowering piece in their day whether that’s a trucker hat, a beautiful candle, or funky lamp. It’s for people who want to surround themselves with pieces lovingly crafted and curated to give you a little dose of empowerment.

How do you stay creatively energized when building something from scratch?

Rachel: I’ve never subscribed to the idea that your life should follow a certain timeline. Since I was 16, I knew I wanted to be an interior designer. That’s 23 years of being dedicated to one decision, and it still feels good and in alignment.
When I create something new, it’s like a spark goes off. I listen to that inner knowing. I tell my team, “One step in front of the other.” It might be clumsy, but you’ve got to start moving.

What design rule do you love to break?

Rachel: Any of them. If I want to turn my dining room into a recording studio or a kids’ playroom, then I will, and you should feel empowered to, as well. The only rules worth following are the ones that make you feel good in your own space.

What advice would you give to creatives who feel “too much” for the design world?

Rachel: There’s no such thing. What you’ve been told is “too much” is your superpower. That’s what makes you different and magnetic. Stand in your power. Make decisions from alignment, not shame or guilt. Be unapologetically you because that’s when you really shine.

Favorite dopamine décor brands or artists?

Rachel: Regina Andrew (Detroit-based and stunning), Seletti (monkeys holding lightbulbs, peacock lamps), Noir (the hand chair!), Bold Monkey, Zoe Bios (customizable art), and Eric & Eloise (quirky brass animal heads). I make them weird with purple lights in my basement because it makes me laugh every time.

What do you hope people feel when they bring home a Moxie piece?

Rachel: I want them to feel excited and happy. I want unboxing to be an experience that exceeds expectations whether it’s something you wear and feel empowered in or something in your home or business that gives you that hit of joy every time you pass it.

What does success look like for Moxie?

Rachel: Moxie is more than numbers, it’s a movement. It’s about inclusivity, empowerment, and telling people they’re perfect exactly as they are.

One mindset shift that changed everything for you as a founder?

Rachel: Realizing that everything I need is already within me. I can surround myself with mentors and partners, but at the end of the day, I’m the only one living my truth.

Advice for creatives carving their own path?

Rachel: Persistence wins. Your journey is your own. Do the things that light you up and keep going. Pause to reflect on what’s working, what’s draining you, and what you can add back in to make you excited again. There’s no one else like you so own it.

Join the Moxie Movement by signing up for our newsletter and get the latest dopamine drops straight to your inbox.