Our founder, Emily, used to roam the aisles of grocery stores, taking inspiration from the packaging, ingredients, and stories she found on the shelves. One day, she wondered: why isn’t there a space built for this behavior? That’s how it all began—the thought to create a grocery store containing only the items that spark creativity. From there, she opened the first pop-up shop, in NYC in 2019. It featured 100+ new brands from largely female founders, and was designed specifically for discovery, for people to feel energized by the things they uncovered.
We are guided by three core criteria, which you can find outlined here. Every item on our shelves is chosen with care; it is not there accidentally.
Yes! Starting this fall, we will offer curated boxes, which contain 5-8 items from the assortment within our store(s). As the brands we work with are excited at the opportunity to sample to new people, they are offered at a price significantly lower than what it would be to purchase each item individually. You can also check back regularly for exclusive product drops and collaborations. We offer free shipping, nationwide.
We feature brands with products that fall within the category of grocery: food, beverage, home, pet, and body care—with an emphasis on the first two.