Community Highlights: Meet Erica Munson of FORM + CONTENT

Today we’d like to introduce you to Erica Munson.

Hi Erica, we’d love for you to start by introducing yourself.
After dedicating the majority of my adult life to raising my kids at home, I chose to return to school when my youngest started preschool several years ago. The interior architecture program was fulfilling, especially the color theory class, which sparked my passion for painting on canvas—an important creative outlet. Unfortunately, when the pandemic hit, my focus shifted, and I became a makeshift teacher for my kids during the lockdown.

Amid the height of COVID, a family road trip to my hometown in Oregon led us to discover a charming local boutique with cute clothing, unique accessories, and gifts. On our drive back to California, my daughter June suggested the idea of opening a similar store. Despite my limited retail experience (Baby GAP 18 years ago), it sounded exciting. Missing the in-person shopping experience during lockdown and believing that Santa Clarita needed more locally-owned boutiques, I committed to taking small daily steps toward the goal, always ready to reassess if the plan no longer made sense.

Of course, I never found a reason to stop, and opening a store has become the perfect focus. I’ve grown to love this experience for its retail aspects and as a creative outlet—sourcing products and discovering new ways to present them to our customers. More importantly, I’ve developed a special connection with our customers, who are more than patrons; they’ve become a supportive community.

Our name FORM + CONTENT is inspired by the world of art and its connection to self-expression. In art, ‘form’ embodies the work’s physical manifestation, while ‘content’ represents the meaning behind the art itself. This idea aligns with how we approach fashion. Just as art is a way to express emotions, we believe clothing, jewelry, and accessories are avenues to express our personalities, stories, and beliefs. The ‘form’ represents the aesthetic aspects of what we wear, while the ‘content’ has a deeper meaning, expressing who we are. The name FORM + CONTENT reflects our commitment to offering more than products; it’s a way for our customers to express their individuality and personality. It’s a celebration of both the outer beauty and the inner significance that fashion can bring to our lives.”

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Every step of starting and running a retail store has been a gigantic pivot for me. Though starting from scratch was terrifying, it was also wildly exciting. The space for the store started with literally four blank concrete walls, I had to figure out everything – from helping to design the electrical, heating, and plumbing to, of course, creating a space that reflected my style.

Additionally, I had to teach myself the ropes of running a store. This meant understanding sales taxes, hiring good employees and firing not-so-great employees, sourcing and pricing products, understanding margins, mastering effective merchandising, launching a website, and navigating the crazy world of Instagram and marketing. I learned all of this on the go, spending countless hours reading or listening to business books, speaking to others in the industry, and learning through trial and error.

Each challenge and milestone became a chance to grow my knowledge and understanding of the business. This process has not been easy, but it has been incredibly rewarding, shaping not only the store but also my journey in the retail world, as well as how I see the world.

We’ve been impressed with FORM + CONTENT, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
FORM + CONTENT came to life because we wanted to bring much-needed boutique shopping to our area. Instead of heading to LA for good shopping, we decided to create a space right here in Santa Clarita with all the things we loved. We aimed for something unique and quirky in our community and for our community.

When you come into FORM + CONTENT, you’ll find a carefully curated mix of products. We’ve got everything from colorful clothing and accessories to unique home goods and gifts. What makes us different is our commitment to showcasing small, locally-owned businesses, especially those led by women working in small batches.

We’re proud of our handpicked selection, which includes unique products such as pottery from House Plants Ceramics in Burbank, locally poured candles by Lne Society in Santa Clarita, and jewelry sourced from various corners of California. We’re actively looking for more clothing made in LA, keeping our promise of quality at a price point that makes sense for our customers.

Our mission is highlighting the fantastic products made right here in the U.S. and more importantly, California and supporting local artisans and businesses. And since we’re a mom-founded store, we understand the importance of creating moments to share. That’s why our curated items are designed for both mothers and daughters to enjoy together.

If you’re looking for a great wardrobe piece, a thoughtful gift, or just an excuse for a fun day out, come check us out at FORM + CONTENT – where every item has a story and a chance to celebrate who you are.

If we knew you growing up, how would we have described you?
In my early years, I became adept at handling tough situations. While I was in elementary school, my dad had a serious accident at work, resulting in a coma for several weeks. He spent many more weeks in the hospital and then several months in a rehab center. It was an incredibly tough challenge for my whole family.

After my dad’s accident, our lives changed dramatically. To cover our bills and keep us afloat, my mom took in three foster kids and soon after, added two more. With that major shift, I had to step up as a caregiver, not just for my two younger siblings but for the five additional people in our household.

Being a caregiver at such a young age made it a challenge to figure out who I was. Despite the difficulty, it was a time of tremendous personal growth. These experiences taught me to value compassion, strength, and the support of a tight-knit community. They also emphasized the importance of having creative outlets. When life gets hard, finding joy in the little things is imperative. Seeing the beauty in art, color, and enjoyment, even when times are tough, isn’t just about surviving – it makes the hardest moments easier to bear.

Contact Info:

• Website: https://form-and-content-v2.myshopify.com
• Instagram: https://www.instagram.com/formandcontent.shop/
• Facebook: https://www.facebook.com/formandcontent.shop/
• Yelp: https://www.yelp.com/biz/form-content-santa-clarita-2?osq=form+%2B+content&override_cta=Request+a+Quote
• Other: https://www.google.com/maps/uv?pb=!1s0x80c287db582b7139%3A0x590c559adbcf564!5sFORM%20%2B%20CONTENT!15sCgIgAQ

Image Credits
First image – Melissa Goodman @melissagoodmanphotography 2-6 images – Patrick Franco @focalpoint.prod