ABOUT US
In 2004, Laurie Pedersen opened the doors of Moondance in Historic West Bend, WI. After 8 years, she was joined in business by her daughter, Laura. When Laurie moved out of state to pursue other interests, Laura took over the shop and changed the name to Rootz.
Fast forward another 11 years and Moondance has come full circle, as the baton has been tossed back in her direction. After many months of refurbishing the shop, Moondance re-opened it's doors in fall of 2023 with a new look, but the same philosophy that it was built on:
Fair Trade. Locally Made. Friendly service. Ethically sourced goods at reasonable prices.
Fast forward another 11 years and Moondance has come full circle, as the baton has been tossed back in her direction. After many months of refurbishing the shop, Moondance re-opened it's doors in fall of 2023 with a new look, but the same philosophy that it was built on:
Fair Trade. Locally Made. Friendly service. Ethically sourced goods at reasonable prices.
A FAMILY AFFAIR
While Moondance operates as a sole proprietorship, its journey is far from a solitary one. Laurie's five children (and grandchildren) have played instrumental roles in every step of shaping Moondance into what it embodies today. Their involvement spans from web design and logo creation to the daily operations of the shop, but above all, their unwavering moral support has been the cornerstone.
"I am profoundly grateful for my family's integral contributions, without which this transformative journey wouldn't have been possible." Laurie
"I am profoundly grateful for my family's integral contributions, without which this transformative journey wouldn't have been possible." Laurie