A new kind of mom and pop shop: The Moon Market opens on the North Shore

Published: Nov. 27, 2021 at 9:23 PM CST|Updated: Nov. 27, 2021 at 10:24 PM CST
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DULUTH, MN. (KBJR) -- On a winding road on the North Shore sits the new ‘Moon Market.’

The white building may be as bright as a full moon, but shoppers are there for what’s happening inside.

“I really like it, and it’s super cute in here. I love her vibe and aesthetic, how everything matches. It’s very me, like, it just looks like a Pinterest board, and I love it,” said Natalie Goetzman, a shopper in the store.

Natalie Goetzman is the daughter of a former small business owner, and a day of local shopping after Thanksgiving has become a tradition for her.

“Small business Saturday was always a big thing in our house because she(her mother) celebrated it at her business. I love shopping locally because of that and because I love supporting Duluth businesses,” said Goetzman.

The Moon Market may be a new business, but one of the owners is no stranger to Northland shoppers. Elle Nelson also owns Ivy Moon, a boutique in Duluth.

The Moon Market will be a joint effort and brings a similar aesthetic to a different community.

“Jordan and I, we both grew up in Duluth, and we both are big nature people. We both love the North Shore. We have a cabin up the North Shore, and we just really felt like there was a need for more amenities to bring people up here,” said Elle Nelson, co-owner of The Moon Market.

Elle has a background in interior design, and Jordan is helping out in many ways.

“I’d say I lean heavily on the labor side. I’m lifting, moving, and building things. All the gorgeousness, the prettiness, and the way things are curated, that’s all Elle,” said Jordan Berglund, co-owner of The Moon Market.

In a world of online shopping, the owners think the key to their success could be creating something that can’t be experienced sitting at a computer.

“I think there’s just such a genuine feel when you can still touch something, feel something, smell the candles. I think a lot of people still really reach for that, and I think that’s what going to keep us open,” said Nelson.

It’s a revolutionary yet traditional concept.

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