Amelie Pohl started MissMoments.net in 2018. What began as a personal blog now includes travel, fashion and increasingly detailed reviews. We talked to her about how the site changed, what she actually enjoys testing and why she still refuses to pick one neat niche.
When you started MissMoments, what were those first months like?
Pretty unplanned. I liked writing and I was already the person who came home from a trip with ten opinions and too many photos. Putting some of that online felt natural. I definitely wasn’t thinking about reach or strategy.
What pushed you toward reviews?
I remember getting a message after an early shopping post from someone asking, “Okay, but would you actually buy it again?” That stuck with me. It was a better question than whether something was simply “good.”
Since then I’ve become much more interested in the full experience. With my recent Journaway booking for South Africa, for example, I kept notes during the booking process because those small details are usually what people want to know later.
Which travel story do you still talk about?
Corsica. We arrived in Bastia by ferry, drove around Cap Corse and later went down to Bonifacio. I loved Nonza, especially the black beach below the village.
South Tyrol with my family was completely different: Waalweg walks, apple strudel, children throwing stones into the water. I’d go back to both tomorrow.
Your site moves between travel, interiors, fashion and reviews. Does that ever feel too broad?
No. I’d get bored writing about one thing every week. One day I’m rearranging a bedroom, another day I’m looking at sneakers or planning a trip. That’s my normal life.
You’ve also written about art quite a bit.
I first went to Tate Modern in 2009 and I still remember that visit. I’m not an art expert at all. I also have a Basquiat-print T-shirt from Uniqlo that cost €14.90, so I’m hardly pretending to be a collector. I just like what art does to a place or an outfit.
Has the US readership surprised you?
Absolutely. I didn’t start the site with American readers in mind. Now I sometimes catch myself wondering whether a reference that is obvious in Germany makes any sense to somebody in New York or California.
What’s next?
More reviews, more travel, and probably a few topics I haven’t thought of yet. I’m not very good at five-year plans. Ask me again next year.
More from Amelie at MissMoments.net.
