Juno’s Little Mercantile is a shop for women who care about quality, sustainability, and looking their best.
We believe great style isn’t about chasing trends—but embracing timeless design and effortless style. Nestled in the heart of Half Moon Bay’s charming downtown, our cozy vintage boutique offers a curated collection of apparel, accessories and footwear made to last a lifetime.
Enjoy a laid-back shopping experience—our friendly, knowledgeable team is here to help you find pieces that resonate with your unique style.
Buy Better, Wear Longer
At Juno’s Little Mercantile, we’re proud to be the opposite of fast fashion. Every item we carry is chosen for its craftsmanship, durability, and timeless appeal – ethically sourced and crafted to last—because fast fashion doesn’t belong in your closet (or in landfills).
Our collection embodies casual yet elevated style, designed to remain beautiful and relevant for years to come. These are the pieces you’ll reach for season after season, year after year.
We believe great clothing is an investment in yourself and the planet. At Juno’s, you’ll find pieces you’ll treasure for a lifetime.
Make a Day of It
Explore one of the Peninsula’s best-kept secrets. You’ve been to the beach, but have you seen Downtown Half Moon Bay lately? Your visit to Juno’s is just the start of an unforgettable day.
Stroll through Half Moon Bay’s historic downtown and discover unique local shops with treasures you won’t find anywhere else, along with cozy cafes and eateries to satisfy any craving.
Half Moon Bay Wine and Cheese is just three doors down—perfect for unwinding with a glass while you consider your new wardrobe additions. Discover amazing gifts for men at Jupiter & Main across the street, explore carefully curated home goods at Abode, or find your next great read at Coastside Books.
Make it a day trip to remember, all just a short drive from anywhere in the Bay Area.
Featured Brands
We believe in making the very best of the one life we have here on this planet, and we hope to elevate brands that strive toward the same. All the good things.
Frank & Eileen
Frank & Eileen is the epitome of effortless sophistication, crafting timeless wardrobe staples for women who value both style and sustainability. Known for their premium fabrics and impeccable tailoring, every piece—from crisp button-ups to relaxed dresses—is designed to elevate your everyday look. Proudly made in California, Frank & Eileen blends casual comfort with a refined aesthetic, making it a go-to brand for modern women seeking versatile, high-quality pieces.
Campomaggi
Campomaggi embodies the art of Italian craftsmanship, creating leather bags and accessories that are as timeless as they are distinctive. Each piece is handcrafted in Italy using the finest materials and innovative tanning techniques, resulting in a rich, lived-in patina that only gets better with age. Designed for those who appreciate understated luxury and impeccable quality, Campomaggi’s bags are more than accessories—they’re lifelong companions that tell your story with every journey.
THE GREAT.
THE GREAT. is a woman-led brand redefining classic Americana with a soulful approach to softness, comfort, and timeless style. Founded by Emily & Meritt, the brand celebrates friendship, creativity, and authenticity, crafting high-quality pieces designed for everyday ease. Committed to sustainability, THE GREAT. produces only what will sell, ensuring clothes last in closets—not landfills. With 60–70% of each collection made in Los Angeles, they prioritize local production while championing women in leadership. Beyond fashion, they give back through advocacy and meaningful causes, staying true to their vintage-inspired roots and dedication to lasting craftsmanship.
Julie Shenkman Jewelry
Made right here in Half Moon Bay, Julie Shenkman Jewelry is a celebration of artistry, individuality, and the natural beauty of the California coast. Julie blends her love for vibrant colors and organic textures into distinctive, wearable art. Featuring stones like tourmaline, labradorite, opals, and moonstone, along with exquisite freshwater and Tahitian pearls, many designs are one-of-a-kind treasures that express personality and timeless elegance.
Frēda Salvador
Frēda Salvador merges modern design with artisan craftsmanship, creating versatile footwear for women who value individuality and effortless style. Designed in California and handcrafted in family factories in Spain and El Salvador, their shoes are made with premium materials and an eye for detail, ensuring comfort and durability without sacrificing sophistication. Every Frēda Salvador piece is thoughtfully designed to move seamlessly through your day—and your life.
Maison Hotel
Shoto
Shoto represents the perfect fusion of tradition and modernity, crafting artisanal footwear with an edge. Handmade in Italy using time-honored techniques and the finest materials, every pair is a testament to exceptional craftsmanship and innovative design. Known for their distinctive finishes and lived-in character, Shoto shoes combine rugged sophistication with unmatched comfort. Designed for those who value individuality and quality, Shoto creates timeless pieces that stand out in any wardrobe.
Assouline
Embark on a visual expedition through the world’s most iconic cities with Assouline’s Travel Series. Each volume is a meticulously crafted narrative journey, featuring exclusive vintage and original photography that captures the unique essence and spirit of extraordinary destinations. Presented in vibrant, textured hardcovers that reflect the character of each location, these books are more than travel guides—they’re immersive cultural experiences. Made in France by the world’s most luxurious bookmaker—Assouline.
Suzanne Kaufmann
An early pioneer of the natural beauty industry, founder Suzanne Kaufmann is an expert in holistic skincare and local ingredients. Suzanne’s deep connection to nature influences the core values of innovation, sustainability and wellness—guiding every formula that she creates and reflecting her spa heritage in the heart of Austria. Suzanne believes that the power of plants is the only way to create truly effective natural skincare. We’re proud to bring Suzanne Kaufmann’s incredible, award-winning formulations to our customer
About Our Shop
Founded in 2022, just two years after the launch of our big brother store, Jupiter & Main—Juno’s Little Mercantile was born from a desire to bring elevated, casual womenswear to Main Street, Half Moon Bay. We’ve curated California-based brands as well as many from Italy, France, Spain and other far off places. We love to travel, we love our home, and most of all, we love feeling great in our own skin, and apparel is a big part of that. Come visit us at 435 Main Street in charming downtown Half Moon Bay, California. We can’t wait to meet you.
Stay in Touch
Our newsletter is a great way to stay in-the-know about the latest styles, special events, and limited-time sales. The newsletter is very low-volume, maybe once per month at most, so we won’t fill up your inbox with junk – we’ve all got better things to do. Sign up below and we’ll let you know when we have something you don’t want to miss!
