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
IN LOVING MEMORY
Jens Pedersen 1986-2021 MUCH LOVE 💚 |
The absence of our cherished son, brother and "Uncle Jensy" is felt immeasurably.
Jens was always and will continue to be an integral part of Moondance. His steadfast dedication to his family and the family businesses, (Moondance, Rootz, and Valley Girls Farm) will forever be held close in our hearts. Jens' influence is abundantly present in and around Moondance. His art loving reproduced by his mama, Laurie, is proudly showcased and available for purchase inside the shop. A portion of the proceeds will be directed towards a forthcoming non-profit, a tribute to Jens, embodying the values and passions he deeply embraced. Jens' smile and friendliness remain a constant in the memories of not only his family and friends, but countless patrons and even passers-by he encountered while working in the shop or sitting outside strumming his guitar. His spirit continues to radiate in the hearts of all who knew him. |