The Curator’s Eye: Inside the Mind (and Living Room) of Curtis Vertefeuille of Moe’s Home Victoria
Curators shape collections with intention, and Curtis Vertefeuille is precisely that kind of curator. As the owner of Moe’s Home Victoria and the brand’s first-ever franchisee, Curtis didn’t just open a furniture store; he brought a specific, high-energy design philosophy to Victoria. His approach, which prioritizes “sensorial” experiences and genuine atmosphere over the hard sell, makes him a perfect architectural match for the Brand Royalty ethos. We sat down with him to discuss his accidental journey into franchising, why the physical “vibe” is still king in a digital world, and how he transforms empty event spaces into the most coveted seats in the house.
It’s been about eight years since you moved to the Island. You’ve mentioned that you originally planned to open an independent shop, but a conversation with Moe’s Home founder Moe Samieian Sr. just one week before you left changed everything. What was it about that specific moment that made you take the leap to become their first-ever franchisee?
It honestly felt like the universe handed me the right idea at the exact right time. I came to Vancouver to say goodbye before moving to the Island, and instead I found myself deep in a conversation about design, retail, energy — all the stuff that lights me up. Moe Sr. basically said, “Why start from scratch when we can build something together?” It was bold, unexpected, and weirdly calm all at the same time. I just knew it was the move. It felt like stepping onto the right path instead of forcing one.
As the first franchisee of Moe’s Home, you spearheaded an entirely new expansion model for the company. Looking back at those early years versus now, how has the Victoria furniture and interior design landscape evolved since 2017?
Victoria’s design scene has grown up a lot. In 2017, people were still playing it pretty safe — lots of greys, lots of “let’s just make this functional.” Now the city’s braver. Designers and homeowners are pushing into texture, scale, and deeper personality. There’s more confidence, more willingness to take a swing. And honestly, I think stores like mine, plus the influx of new residents, helped open the door for that shift. People today walk in wanting a vibe, not just a sofa.
You can’t digitize a feeling. You can’t smell the wood, feel the upholstery, or sense the energy of a room through a screen.
Curtis Vertefeuille, Owner, Moe’s Home Victoria
In a 2022 interview with Cowichan Valley Citizen, you said you love the ‘sensorial’ side of design (the see, touch, and taste). You also said you love merchandising and flipping the store late at night. In a hyper-ecommerce world, why is that physical, tactile experience still the ultimate luxury?
Because you can’t digitize a feeling. You can’t smell the wood, feel the upholstery, or sense the energy of a room through a screen. When someone steps into the store, the music, lighting, textures, and flow all hit at once. It’s emotional. People want to feel where they’re spending their time and money — especially now. The store flip at night is my therapy. It’s where I get to paint with furniture and atmosphere, not pixels.
In YAM Magazine, you described yourself as a minimalist who is constantly ‘editing’ – swapping out sofas and art in your Fort Street apartment to get the vibe just right. Is this a case of bringing work home with you? Or has this aesthetic eye always been a part of you?
I’ve been like this since I was a kid. I was rearranging my room when I was eight. Editing isn’t work to me — it’s how I breathe. My home is my little lab, where I play with proportion, mood, and balance. And yeah, sometimes stuff comes home from the store just so I can live with it for a while and see what it does. But it’s not because I can’t turn it off; it’s because I genuinely love the process.
Editing isn’t work to me — it’s how I breathe. My home is my little lab, where I play with proportion, mood, and balance.
Curtis Vertefeuille, Owner, Moe’s Home Victoria
We read your favourite piece at home is a sheep’s wool chair that feels ‘like sitting inside an Ugg boot.’ That mix of high style and high comfort is exactly what we try to achieve with the Expo. And after more than a few laps around the Expo, your comfy couches were very appreciated by our guests! What’s your take on balancing style and comfort?
Style without comfort is useless. Comfort without style is forgettable. The magic is in mixing the two so people don’t even think about it — they just sink in and feel at home. When someone sits down and laughs because it feels so good, you’ve nailed it. That’s when a piece becomes part of someone’s life, not just their room.
Style without comfort is useless. Comfort without style is forgettable. The magic is in mixing the two so people don’t even think about it.
Curtis Vertefeuille, Owner, Moe’s Home Victoria
You also said, ‘how are you living like this?’ in response to people who take 6 months to unpack after moving in. Like with your Brand Royalty lounge, how do you pull off a fully finished and ‘lived-in’ vibe when you only have a couple of hours for setup?
It’s instinct mixed with speed. I walk into a blank space and instantly see the anchor pieces, the flow, the soften-this-edge, warm-up-that-corner moments. Once you know what the room wants to be, the rest is just pacing yourself. I work fast because I work by feeling — not overthinking. And honestly, a deadline helps. Give me two hours and a blank room and I’ll make it feel like someone’s been living there for weeks.
In your thoughtful testimonial for Brand Royalty, you mentioned the relationships that grew that day. Can you share one specific example of a connection you made? Perhaps a designer, partner, or new client who turned into a real project or friendship?
There was a designer I chatted with who walked into the lounge totally by accident. We started talking about rugs, then texture, then life, and suddenly we were planning her client’s living room. That turned into a full home project a few weeks later. It wasn’t even about selling — it was just two people vibing on design. That’s the beauty of this industry: the good connections never feel forced.
As a connoisseur of the downtown Victoria lifestyle, do you have any recommendations for visiting Brand Royalty guests? We’d love to know your go-to spots, or any hidden gems that might not be on most locals’ radar.
Absolutely.
Coffee: Hide + Seek or Hey Happy
Food: Nourish for brunch, Eva or Wind Cries Mary for dinner
Hidden Gem: The rooftop patio at the Courtney Room — barely anyone uses it, and it’s gorgeous on a warm night
Victoria is small but it’s full of these little pockets of magic if you know where to look.
If your Sheltie mix Charlie could pick out a couch at Moe’s Home, which one would it be and why?
Charlie would absolutely claim the Rue Modular. Big, low, soft, and way too comfortable. He’d sprawl across two sections like he pays rent. The Rue is basically a dog-approved cloud.
Do you and the Moe’s Home team have any plans for 2026 you can share? Or some pieces or collections coming up that you’re particularly excited for?
2026 is going to be a big reset year for us with the new store. More curated collections, a tighter edit, and an even bigger focus on atmosphere. I’m excited about the new sculptural pieces Moe’s is bringing in — lots of biomorphic shapes, textural neutrals, and that “quiet luxury but make it west coast” vibe. Plus we’re planning more community-driven events and design nights. The new space is going to be built for connection.
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