Exploring Life & Business with Erica Munson of FORM + CONTENT

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

Hi Erica, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I opened FORM + CONTENT with no retail experience. I had a vision for a space that felt considered and intentional, where everything I carried had a reason to be there. It was something I wanted to exist in this community, so I decided to be the one to do it. The shop carries women’s apparel, jewelry, accessories, home goods, and a few unexpected things mixed in. The curation has always mattered most to me. It’s not about having a lot, it’s about having the right things. Over time it has grown and evolved, but that core feeling has stayed the same. I learned the rest as I went, and that is still very much the approach today.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It has not been a straightforward path. There is a lot that goes into opening a clothing boutique with no industry background, and the learning curve is no joke. Running a physical store while building a meaningful online presence are two very different jobs, and I am essentially doing both at once. Add three kids and a new puppy to that and there is rarely a quiet moment to slow down and figure things out. Growing online sales to match the in store momentum has been the biggest ongoing challenge. The in-store experience translates in person, but communicating that same feeling through a screen requires a completely different skill set, one I have been building from scratch and continue to work at every day.

Alright, so let’s switch gears a bit and talk business. What should we know?
FORM + CONTENT is a women’s boutique located in Newhall, California with both a brick + mortar shop and an online store. We carry women’s apparel, jewelry, accessories, bags, home goods, and beauty, all chosen with a specific point of view. The aesthetic is minimal and considered. Nothing ends up on the floor by accident.
What sets us apart is the curation. We work with a mix of independent brands and smaller labels that you are not going to find at the mall, alongside a few well known names that fit the overall feeling of the shop. The experience is meant to feel personal, whether you are shopping in person or online.

Is there something surprising that you feel even people who know you might not know about?
I had no retail background when I opened FORM + CONTENT. Most people assume there is some career in fashion or buying behind it, but honestly, I think more people than we realize are figuring it out as they go, in every field, at every level. Nobody hands you a roadmap. You show up, pay attention, and try to get a little better at it every day. That is what I did. I committed to learning something new every day and kept moving forward even when I wasn’t sure what I was doing. There were plenty of those moments. There still are. But that willingness to stay in the learning is actually what keeps you growing. As long as it keeps feeling right, I will keep going.

Contact Info:

• Website: https://formandcontentshop.com
• Instagram: formandcontentshop
• Yelp: https://www.yelp.com/biz/form-content-santa-clarita-2?osq=FORM+%2B+CONTENT
• Other: https://www.google.com/maps/place/FORM+%2B+CONTENT/@34.3814801,-118.5320773,17z/

Image Credits
Renee Bowen