Owned by Riedell, Moxi Roller Skates is a roller skate brand founded in 2008 by Michelle ""Estro Jen"" Steilen, who wanted to create cute and affordable roller skates and break out into a historically male-dominated skate industry. From accessible to premium, designed and tested by skaters, and led by a diverse roster of entrepreneurs, Moxi's mission is to empower all people and nurture their passions by serving the highest-quality skates and gear. They have been featured in the New York Times, Thrillist, the Wall Street Journal, and more. They are located in Southern California, but their brightly colored skates are currently sold at Urban Outfitters, Ban.do, Dolls Kill, and roughly 200 roller rinks and skate shops worldwide.