Luna didn’t just build a brand; she built a system that made her vision repeatable.
When Claudette, now known simply as Luna, started Circe Boutique in 2022, she wasn’t chasing a trend or trying to go viral. She was building something she’d wanted to see for years: a lifestyle brand where aesthetic didn’t have to mean fragile, and growth didn’t have to mean dilution.
She’d spent 25 years inside the machine, leading product, merchandising, and retail for major brands. Luna knew how to move product and read data. She also knew what it felt like to watch good creative get flattened.
Circe was her answer: a line she could stand behind, built not just to launch, but to scale.
From Aesthetic to Engine
Creative direction wasn’t new to Luna. But for the first time, she didn’t need anyone else’s sign-off. That freedom came with a different kind of responsibility: to create something that not only looked good but could work.
“Everything had to earn its place,” she says. “If it didn’t tell a story or hold up to the rest of the line, it didn’t ship.”
Circe didn’t launch wide; it launched with control. Every product, from wrap dresses to skincare, had to reflect Luna’s visual language: cohesive, modern, made to be lived in.
The result? A multi-category brand with one clear point of view. Curated, intentional, and easy to trust.
Building the System Behind the Style
One of the hardest things for creative founders is scaling without blurring their identity. Luna was built for that from day one.
She approached product development like a modular system, not as a one-off launch calendar. That meant thinking about how pieces lived together, not just how they performed alone.
Today, Circe spans apparel, beauty, and lifestyle, but the rules haven’t changed. Every product has to tell the right story and feel unmistakably Circe. That consistency sharpens forecasting, streamlines sourcing, and keeps the brand feeling like one clear idea, even as it grows.
Channels That Translate, Not Just Convert
Luna didn’t try to be everywhere at once. Instead, she picked platforms that made sense and treated each one with its own tone.
Circe sells across Amazon, TikTok Shop, Whatnot, and Shopify DTC. But nothing is copy-pasted. What works on TikTok isn’t what works on Amazon. Luna’s team tailors packaging, positioning, and storytelling by channel without losing the thread.
The results speak for themselves: strong retention, rising conversions, and thousands of reviews all without heavy ad spend. It’s not about hacking algorithms; it’s about sounding like the same brand in every room.
What AI Adds and What It Shouldn’t Touch
Luna isn’t nostalgic about analog. She sees tech as a tool, especially for keeping operations sharp.
Circe is already using AI to track what content and products resonate by platform, optimize inventory planning, and identify early signals across customer behavior. Not to replace instinct to support it. To protect the margin without flattening the brand.
“It’s about speed and clarity,” Luna says. “We can move faster but still make it feel human.”
The goal isn’t just more automation. It’s more aligned with what the brand creates and what customers actually want.
Expansion, Without Overextension
Circe is growing, but not everywhere or all at once.
The next phase is retail. Not to chase shelf space, but to show up in the right spaces: Walgreens, Target, Costco, Walmart. Channels where Circe’s product mix, pricing, and design can live without losing their identity.
Even then, Luna’s approach is phased. U.S. first. International later. Not because she’s hesitant but because she’s careful. The systems have to hold. The storytelling has to translate.
Growth, for Circe, isn’t about going big fast. It’s about going wide with intent.
If You’re a Founder Like Luna
Image by Circe Boutique on Facebook
You’ve got taste. A fundamental point of view. But you’re wondering how to make it stick and how to build something that works without losing what made it yours in the first place.
Luna’s story offers a different kind of roadmap:
- Build systems that protect your vision.
- Start narrow, then scale with purpose.
- Translate your brand for each platform.
- Let data sharpen your instincts, not replace them.
- Grow where it fits, not just where there’s room.
Circe didn’t grow on hype. It grew on clarity and a founder who built a machine that runs on taste, structure, and trust.
Want to see what structure with soul looks like? Visit Circe Boutique’s official site to explore the collection and the thinking behind it.
About the Author
Jordan Ellis is a brand strategist and editorial writer focused on the intersection of creative leadership and modern commerce. With a background in storytelling for emerging and established brands, Jordan explores how vision becomes traction and how founders build with both taste and discipline.
