Welcome to NOOMOON! ♻️🌙🌎

Here's to trying new things...

Hi! I’m Angela and I am a mother of two little ones, a seeker, longtime design editor, and now…shop owner. I recently opened a style-driven children’s secondhand boutique, NOOMOON, in San Francisco and it’s been a fun (and honestly…an unexpected) journey getting here.

I truly believe in trusting in the now and tuning into the gentle signals we get ALL the time…just don’t always pick up on. With the shop, that’s kind of what happened—the idea for the shop was consistently knocking/calling to me—asking to be brought into the world in this way. I never expected my life and work to pivot in this direction. In fact, I really never considered myself to be the entrepreneurial type—I’ve been an editor for over a decade (with positions at Domino, Refinery29, Lonny, PopSugar). It’s what I knew I wanted to do growing up, what I studied in school, what I loved, and quite frankly, what I thought I would be doing forever. Truthfully, it’s what I’ve based a lot of my identity on (we can unpack that another time…because I have many thoughts around how we tie our work to worth and the issues that creates).

But, right after I had my second baby, things shifted for me in a very REAL way. Maybe it was the neuroplasticity at work in my postpartum brain, but I no longer saw myself spending countless hours a day behind a screen or contributing to consumerism in the way I found myself doing anymore. And on top of juggling childcare (another topic I have many thoughts on…), family life, a new job—I found myself craving a slower pace. I wanted a “softer” life and to build something of my own on top of spending more time with my kids.

The idea of opening a retail space in an uncertain economy, in a city that has continual doomsday headlines about its vacant storefronts and vandalism seemed…like a stretch. I thought so, too. But, here I was in a position where I felt like it was time to go fully in….or not do it at all. Plus, I truly do love this city and believe in the community that exists here. I know how magical it can be.

Anyway, long story short—I found the perfect pint-sized space, worked with an incredible woman named Rosy Fridman to bring it all to life, along with SO much help from my partner Eric, and took the leap of faith. I’m crossing my fingers (along with my toes and legs) that the “net will appear” as they like to say.

I’m a big believer in the circular shopping model and wanted to create a space that challenged the idea of what traditional secondhand shopping looked like, evoked a sense of whimsy (almost like everything is seen through a kids’ POV), and utilized the power of design in a playful way. I hope you love what we created here. I have lots of plans and ideas for where we want to take NOOMOON, but for now, I’m going to let her speak to me and tell me what she wants…and see how that unfolds.

In the meantime, between tending shop and being with my family, I plan on writing a couple of these a month to stay connected to the side of me that loves discovering and writing. I’ll be sharing my POV on parenthood, intentional shopping/lifestyle, witchy things, and design here. Plus, subscribers get access to NOOMOON DROPS before they hit the floor….

If you’ve made it this far—THANK YOU!

xxAngela