Meet Erica Munson

Alright – so today we’ve got the honor of introducing you to Erica Munson. We think you’ll enjoy our conversation, we’ve shared it below.

Erica , first a big thank you for taking the time to share your thoughts and insights with us today. I’m sure many of our readers will benefit from your wisdom, and one of the areas where we think your insight might be most helpful is related to imposter syndrome. Imposter syndrome is holding so many people back from reaching their true and highest potential and so we’d love to hear about your journey and how you overcame imposter syndrome.

When I opened FORM + CONTENT, I felt like I was faking it every day. The last time I had worked in retail was years ago at Baby Gap, when I was pregnant with my daughter June. I had no formal education in fashion or retail management, and there were so many moments where I thought, “Who am I to run a boutique?”
But what I’ve learned is that imposter syndrome thrives on comparison. I used to look at other established boutiques and feel like I wasn’t qualified. Over time, I realized that what makes my store special isn’t a degree or years of retail experience, it’s the perspective I bring as a mother, a creative, and someone who genuinely loves helping people find pieces that make them feel good in their own skin.
Instead of trying to fit into a textbook definition of what a boutique owner should be, I leaned into my strengths: storytelling, community, and curation. I reminded myself that nobody else has my exact vision, my taste, or my connection to this neighborhood. Slowly, the imposter voice got quieter because the evidence was right in front of me, customers coming back, people connecting with the name and meaning behind FORM + CONTENT, and the joy of seeing someone leave the store feeling confident.
Now, when imposter syndrome creeps in, I try to see it as a reminder that I’m stretching myself and learning. That shift in perspective keeps me moving forward even when I don’t have all the answers.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

At FORM + CONTENT, I get to bring together my passion for style and creating a welcoming space. Our boutique in Old Town Newhall offers women’s clothing, accessories, and curated gifts: from locally made jewelry and hand-poured candles to small-batch clothing that celebrates individuality and inclusivity.
What excites me most is making sure everyone feels welcome. We carry plus-size options, eco-friendly products, and unique pieces you won’t find everywhere else. For me, “form” is the garment itself, but “content” is how it makes you feel; confident, comfortable, and inspired.
An added joy is that my daughter gets to be part of this experience with me, which makes the journey even more meaningful.
Right now, we’re focused on growing our online shop to make our collections accessible to more people, while still keeping the personal, community feel that makes our boutique special. We’re also looking ahead to expanding into private-label pieces and collaborations with local makers.
FORM + CONTENT is more than a store… it’s about connection, confidence, and community..

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Adaptability has been essential, because running a boutique means constantly learning: whether it’s Shopify, bookkeeping, social media… or the many other areas of running a business in 2025. Motherhood taught me that things rarely go exactly as planned, but you adjust and keep moving.
Perseverance matters because there are plenty of hard days: sales are slow, ads don’t perform, or you wonder if you’re doing it right. Being a mom taught me to keep showing up even when things feel tough, because consistency builds momentum.
Connection is at the heart of FORM + CONTENT. Just like family, this boutique is about relationships: creating a space where people feel welcome, seen, and confident. That’s what sets small businesses apart.
For anyone starting out, my advice is: don’t wait until you feel “ready.” You’ll figure it out along the way, give yourself permission to make mistakes, stay flexible, and focus on connection, because that’s where the real magic happens.

Alright, so before we go we want to ask you to take a moment to reflect and share what you think you would do if you somehow knew you only had a decade of life left?

If I knew I only had a decade left, I would spend it traveling. Travel is the greatest teacher, it pushes you out of your comfort zone, introduces you to new cultures, and shifts your perspective in ways nothing else can.
In the past year I’ve been fortunate to visit Amsterdam, Berlin, Mexico, Turkey, and most memorably, Paris with my daughter June. That trip reminded me how travel opens your eyes, not just to fashion and culture, but to new ways of thinking and connecting.
Seeing how people live and create around the world broadens how I approach life and business. Travel reminds me that growth comes from exploration, and I’d want to spend the rest of my time soaking up as much of that as possible.

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Image Credits

Chandra Wicke

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