Since Santos by Mónica launched three years ago, it has become an “if you know, you know” brand among digital It girls like creators Alyssa Coscarelli and Abby Mills and celebrities like Aly & AJ’s AJ Michalka and made an appearance in the second season of the Gossip Girl reboot.
While she is answering that question, Santos is busy with her brick-and-mortar store. What started as a 10-day pop-up in 2022 has evolved into a permanent space. “The store brought in a clientele that was skeptical about these new materials,” she says of her motivation for extending the lease week after week once the initial period ended. She also started bringing in other brands like
and opening the space to other creatives to do community events: “If I’m here, why wouldn’t I open it to other brands I like and align with my values?” and require full-time employees to work them, which Santos took out a loan and used her personal savings to make happen — TikTok’s algorithm and foot traffic will only go so far. “I’ve been making rent for a year now, I don’t know how, but I have,” Santos says, adding that she’s almost closed the store a few times.
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