Meet Michelle Ghoulmore of Kreepsville and Monster A Gogo

Today we’d like to introduce you to Michelle Ghoulmore

Hi michelle, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Kreepsville, our alternative horror-inspired fashion brand, was born in Scotland in 2006. From the beginning, we wanted to create something unique for those who love alternative styles and the spooky charm of horror. As the brand grew, we set our sights on bigger opportunities and decided to relocate to Los Angeles in 2011. It was a bold leap into the unknown, and while the move was exciting, it was also equally challenging.
Starting fresh in the U.S. without a credit history brought its share of obstacles. With determination, we eventually secured a small space in Highland Park, and that’s where we began laying the foundation for Kreepsville in a new market.
A few years later, we achieved a significant milestone by opening Monster A GoGo on Melrose Avenue, a flagship store designed to showcase our love for all things spooky. It was a proud moment, a physical representation of everything Kreepsville stands for. However, as Melrose evolved, so did we. We decided to move further east to a bigger and more accessible location, one that would better serve our vision for the brand and the community we’ve built around it. Monster A Go-go is located on Atlantic Blvd in the heart of East LA.

We all face challenges, but looking back would you describe it as a relatively smooth road?
The road has been anything but smooth—but that’s what makes our story so special. We’ve faced obstacles as small business owners, from staying relevant in an evolving retail space to competing with the prominence of online shopping. Finding ways to bring our community together, whether through art shows or signing events at our store, helped us overcome these hurdles. We embraced the reality that success isn’t linear and leaned into the growth that comes with every challenge.
When we first arrived in the U.S., we faced an uphill battle. With no credit history and minimal resources, establishing our brand and store felt daunting. Even basic tasks like finding an apartment and adapting to the nuances of a new country were significant challenges. However, we channeled our frustration and determination into building something special. We poured countless hours into pop-up conventions and events, some of which delivered great exposure, while others simply taught us valuable lessons.
We also used our creative approaches to bring the community to us. Hosting curated art shows and signings helped establish our store as more than just a retail space. With over two decades of retail experience (stretching back to 1996), we were acutely aware of the shift from brick-and-mortar stores to online shopping and made adaptive changes to stay competitive. Through resilience, creativity, and a willingness to evolve, we’ve grown from those humble beginnings to a place we’re truly proud of today.

Appreciate you sharing that. What should we know about Kreepsville and Monster A Gogo?
The origins of Kreepsville were fueled by a love for alternative fashion and a drive to create something that didn’t exist in my local community. It all started in 1996 with my first store, Retro Rebels, in Aberdeen, Scotland. At just 19 years old, I used a small starting budget to open a brick-and-mortar store that gave me a space to channel my creativity. Back then, being an alternative punk and goth in Scotland’s northeast came with barriers to traditional employment. Starting my own business gave me the ability to express myself while carving my own path in life.
By staying tuned to the shifts in the retail landscape, I recognized the growing potential of online commerce early on and seized the opportunity to expand. The move online allowed us to connect with a much wider audience, as the alternative market was limited in our town. This expansion paved the way for the launch of Kreepsville in 2006, a project my husband and I built together. His distinctive designs became central to the brand’s identity and pushed us to create apparel and products with a unique, spooky twist.
Through passion and persistence, we not only established Kreepsville as a brand but also elevated it to a new level with officially licensed collaborations. Working with legendary characters like Elvira and Vampira, as well as cult-classic properties like Goosebumps and Tales from the Crypt, was a dream come true. Opening our flagship store Monster A Gogo in Los Angeles has been another milestone, allowing us to share our vision in one of the most vibrant creative hubs in the world. Monster-A-Gogo is now established in East LA, it isn’t just a shop; it’s a destination. With its jaw-dropping mural by renowned Los Angeles artist Jonas Never, featuring a giant Elvira, Vincent Price, Vampira and Bela Lugosi . Our store is a visual love letter to the world of spooky culture.
Starting Kreepsville was about more than just business; it was about filling a void in the market, challenging norms, and staying true to our values. Looking back at where we started and where we are today, I’m proud that we’ve created a brand that speaks to so many people who share our love for the spooky and extraordinary. Through creativity, grit, and a touch of horror magic, we’ve built something enduring that continues to grow.

Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
From the very beginning, I’ve made it a priority to learn from those I admire. Whether it was observing the work ethic of individuals I deeply respect or seeking out small business support programs, I’ve always believed in actively using the resources available to grow. Networking and mentorship don’t always come in the form of formal arrangements. Sometimes, it’s about paying attention to the professionals around you and extracting valuable lessons from their processes and approach.
I sought out advice from small business organizations and community resources, which often provided incredible insight and practical tools to help me grow. Each opportunity to learn, observe, and connect helped shape my brand and its vision, allowing me to develop the spooky, horror-inspired, alternative aesthetic that defines us today.
For anyone looking to find a mentor or grow their network, I’d say start by connecting with people whose values and work genuinely resonate with you. It’s also important to recognize that mentorship doesn’t have to be a lifelong commitment—even a single impactful conversation or experience can shape your path and spark new ideas. Be open, stay curious, and never underestimate the value of sincere connections.

Contact Info:

• Website: https://store.kreepsville666.com/
• Instagram: kreepsville666
• Facebook: http://facebook.com/kreepsville666brand
• Youtube: @kreepsvillebrand

Image Credits
AL OVERDRIVE
MAYA HOLT