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Family Heritage House
From a distinctive setting to carefully chosen pieces, our homes say a lot about who we are. The Welcome Home series is our chance to ask inspiring people how they created a space they love.
Angela Tafoya has always had an eye for beauty—and a story. As a longtime lifestyle editor and writer, she’s brought her thoughtful lens to Vogue, Elle, Domino, and more. Now, she’s channeling that same creative spirit into NOOMOON, a second hand kids’ boutique in San Francisco.
Rooted in her love for discovery, NOOMOON blends sustainability with style. “I wanted it to feel elevated and playful—like your favorite independent boutique, but circular,” she says.
Angela lives in a 1910 home that’s been in her husband’s family for generations. “It has a lot of heart,” she says. “And now we’re raising our kids here, which feels really special.”
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How has your background in home décor influenced your boutique?
Fashion and home design are both about expression, creativity, and personal taste. It was fun incorporating my experience as a design editor—thinking through the color palettes, furnishings, brand voice and tone, and overall narrative—while allowing me to channel my interest in fashion through the kind of items we buy and sell.
What have you learned from running a business?
It’s opened my eyes to how important small businesses are to their local ecosystems. When I walk into any small business now, I feel like I have a new appreciation for the space and the livelihood connected to it.
How did you bring the NOOMOON store design to life?
I wanted to celebrate secondhand and make it feel fresh as opposed to dusty. We wanted everything to feel playful and almost oversized, like you were viewing it from a kid's perspective—from the inflated mirror to the oversized dividers to the zoomed-in grid pattern. We worked with Rosy Fridman on the design, and we executed it all ourselves. We spent many late nights in the shop, lining up tape and painting.
What’s your favourite time of day in the house?
I’d have to say the mornings. The way the light hits the kitchen and dining space is so pretty and this is the time when we’re all together, eating breakfast, and planning for the day. It’s low-key chaotic most of the time, but I cherish it.
