Today we’d like to introduce you to Rebecca Yund.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I didn’t come to owning a boutique through a traditional retail path. For much of my life, my work focused on education and access. My background is in Higher Education and I have worked as a college financial director, created college access programs for marginalized groups, a grant writer, and a financial counselor. At the same time, I’ve always been drawn to color, play, and self-expression. I love bold design, unexpected combinations, and independent artists who make thoughtful, expressive work.
After becoming a parent and moving to Salt Lake City in 2017, I reached a point where I knew I wanted work that felt more creative, personal, and alive. In 2024, I finally asked myself what I would do if I stopped being “practical.” The answer was immediate: I would open a boutique.
MOMU grew from my taste and values. I source small-batch clothing, accessories, and home goods from independent artists whose work feels joyful, well made, and a little daring. I want the shop to feel welcoming rather than intimidating—a space that encourages curiosity, creativity, and confidence. At its core, MOMU is about joy, self-expression, and celebrating artists who make people feel more like themselves.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely wasn’t a smooth road at the beginning. I didn’t know where or how to start, how to finance a dream like this, or how to even approach finding a commercial space. Every step felt unfamiliar, and there were moments when the learning curve felt steep and overwhelming.
What made the difference was asking for help. I leaned heavily on experts and community—working with the Women’s Business Center of Utah, talking with other small business owners, and learning from friends and neighbors who had been through similar processes. Each conversation helped demystify the next step and made the whole thing feel more possible.
I learned quickly that you don’t have to know everything to get started; you just have to be willing to ask questions and accept support. Building Momu has been as much about community and collaboration as it has been about retail, and that lesson continues to shape how I run the business.
Appreciate you sharing that. What should we know about MOMU?
MOMU is a curated boutique offering clothing, accessories, and home goods by independent artists and small-batch designers. I specialize in bold, expressive pieces that are playful, well made, and meant to be lived in. Everything in the shop is chosen with intention—if it doesn’t spark joy, curiosity, or a sense of possibility, it doesn’t make the cut.
What sets MOMU apart is that it’s experience-driven, not trend-driven. I’m not interested in fast fashion or playing it safe. I focus on independent artists who take creative risks, use thoughtful production practices, and design pieces that encourage self-expression. Many items are limited run, so shopping MOMU feels more like discovery than consumption.
Brand-wise, I’m most proud that MOMU feels welcoming and fun. People often tell me the shop feels joyful, inclusive, and unintimidating, which is exactly the point. I want readers to know that MOMU is a space to experiment—whether that’s adding a pop of color to your wardrobe for the first time, discovering a new artist, or simply stepping into a place that feels warm, creative, and full of personality.
Contact Info:
- Website: https://shopmomu.com
- Instagram: https://www.instagram.com/shopmomu
Image Credits
Opal Hour Photo @opalhourphoto
