Charlotte’s Anticipated Membership Club for Women Gets a New Name
From left: The Florence’s Creative Director, Hannah Kluckhohn Dings, and Founder, Margaret Cheatham Williams. Photo: Michelle Lyerly
Earlier this summer, I shared a closer look at Moxie, an upcoming membership-based club designed to bring work, wellness, hospitality, and connection together under one roof. Now, the women-focused concept is entering its next chapter with a new name, The Florence.
The transition follows a trademark dispute involving the former name. Rather than allowing the situation to derail the project, founder Margaret Cheatham Williams and her team decided to move forward with a new identity that carries an even deeper connection to the vision behind the club.
“We didn’t originally set out to become The Florence,” Margaret said. “Maybe that is part of what makes the name so meaningful. We grew into it. And now, we hope to build a place where others can do the same.”
The name holds personal significance for Margaret, who was married during Hurricane Florence. It also reflects the club’s broader purpose, drawing from the idea of flourishing, blooming, and prospering through the different seasons of life.
This idea will influence everything from expert conversations and workshops to dinners, wellness experiences, and everyday opportunities for members to connect. The Florence is intended to bring together entrepreneurs, creatives, executives, mothers, and women in different stages of their personal and professional lives.
“We are all graced with seasons of building and seasons of beginning again, seasons when our careers accelerate and seasons when our priorities shift,” Margaret said. “We become founders, mothers, leaders, caregivers, mentors, friends, empty nesters, entrepreneurs, and versions of ourselves we could not have imagined. In fact, we never stop becoming.”
While the name and branding have changed, the concept itself has not. The club’s leadership, location, amenities, and intended membership will all remain the same.
Currently under construction at 507 Providence Road between Eastover and Myers Park, The Florence will include a café and market, coworking areas, private meeting rooms, a wellness studio, curated retail, and programming designed to bring women together throughout the day. The goal remains to create a place where members can work, recharge, build relationships, and make everyday life feel less fragmented.
The opening timeline is also becoming clearer. The Florence is targeting a soft opening in summer 2027, followed by a formal opening later that fall. Membership applications are expected to become available in spring 2027.
Those who previously expressed interest in Moxie will not need to take any additional steps following the name change. Updates on membership and the journey toward opening will be shared through The Florence’s new Instagram account.
The name may have changed unexpectedly, but The Florence now speaks directly to the kind of community Margaret and her team hope to create, one where women can connect, grow, and move confidently into whatever comes next.
