“Okay, we only have one take to do this. Are you ready?! 1, 2, 3!!” I blink and hear a half dozen tampons hit the floor. Renée lowers her camera, looking at the screen, “We got it.” 

You may be wondering why tampons were being thrown in the air. We do it all for the shot, and Emily Coccia is game for anything. I first met Emily at an Alexandria Chamber of Commerce event and whenever I walk past Ms. Moxie’s Moon Shop, I always pop in. She is someone that looks happy to see you—every time. I recently texted her a picture from the bathroom of Call Your Mother Deli. “Hey, your basket is empty…but love to see your logo out and about.” She instantly responded, “Thanks, I’m on it.” I don’t usually text friends photos from the ladies’ room, but it was nice to see her plan to supply local businesses in Old Town with feminine products – in action. And definitely of use.

For those who haven’t stepped inside Ms. Moxie’s Moon Shop yet and may be wondering if they howl at the moon (like I did), I ask Emily to describe it. “It’s a menstrual health boutique meant to create a safe space for people to explore products and be educated about how to use them. A place to build community around menstrual health from the first period to menopause.”

Emily’s one year anniversary as a business owner is officially Jan. 1, 2025 (she had worked with the previous owner for four months prior to learn her operations). “In my last role I worked with women entrepreneurs around the world, so I knew a lot about starting a business and expanding. The learning curve for me was ‘how to buy a business.’ It’s about figuring out the valuation of the company from the current owner’s perspective and buyer’s perspective and being on the same page. It was a young business to begin with (about a year old), so there wasn’t a ton of data. And then also making sure of the funding, doing your due diligence and competitive analysis. Is it actually viable in the market? Every time I told someone about it, they were like, ‘that sounds amazing. There’s nothing like that.’”

When I ask her about the challenges, she says, “We’re not a GAP where people go in knowing they want a pair of jeans. When they come into my shop, they have to learn about each of the products. They can be having painful intercourse…experiencing incontinence, but didn’t know it’s something they could work on and don’t have to live with. Not everyone knows what they need when they come into the store. We’re educators, not just salespeople.”

To assist with this, Emily pulled together an advisory council of current health practitioners. “These are people who are practicing and are the most up-to-date on everything from pelvic floor to menopause. We run workshops at least every other week, two to three a month, and they accommodate each of the different phases. For example, we have a ‘first period’ workshop for nine to 15-year-olds, that we partnered with the Alexandria Library and Alexandria Teen Wellness Center on. We share what to expect with your first period and what types of products to use. Later in August, we’ll have a perimenopause workshop, and then into menopause, exploring symptoms and remedies to help. We also partnered with River Grove Therapy to help teach male caregivers about periods…and we have a period pain simulator.” That’s where I stop her. “What?”

She explains, “It mimics period pain and helps with empathy. And we also have pizza, beer and games. This is a safe way to explore these things.” I quietly wonder if I can sign my husband up. 

Emily always circles back to wanting to make people feel safe. Safe talking about taboo topics, safe finding products they need, and safe in sharing uncomfortable symptoms they may be too embarrassed to share with their partner or friends. That’s what’s so amazing about her – a woman passionate about making taboo topics not taboo. 

She says that in Alexandria, “Collaboration is key. We have to be working together. Every time I’m not in the shop you‘ll find me meeting with someone around town. That’s what’s so helpful. Teal from Lotus Blooms and Pat Miller in Del Ray…Ally from Old Town Books. Every time I talk to someone in person, I feel reenergized, remotivated. That’s what makes it fun. We all get so stuck in our heads, trying to estimate how many people are going to walk into our store that day. The rabbit hole. New business owners also have a wealth of knowledge. We all started at different times. There’s new tech, new ways of doing something. Everyone has something to contribute. Every time I meet with someone, I ask, ‘how can I help you?’”

This month, Ms. Moxie’s participates in all – Tax Free Weekend, Sidewalk Sale, ALX Dog Bingo – and she’s planning a perimenopause speed dating meet with all different kinds of practitioners, too. Coming up: October is Menopause Awareness Month.

When I ask her when she sleeps, she says, “Business owners don’t sleep. It would be great to have a co-working space from 12am - 3am. Instead of cubicles, it’s beds, BYOC – bring your own computer.” I do feel this deep in my gut. 

Emily grew up in Michigan and comes from a big Italian family where there was always a large gathering for Sunday dinner. Being with friends and family helps her relax and she shares that she loves attending Broadway Raves at the 9:30 Club in D.C. “It’s where you go and they just play show tunes. I always loved musicals. It’s a huge group of people scream-singing show tunes. Some are actually good singers…I’m the one who’s scream-singing. I don’t have a voice the next day when I come into work.” This is also something we should bring to Old Town!

Check out Emily’s Street Style:

ABOUT EMILY

Neighborhood: North Old Town

Hometown: Livonia, MI

What would surprise people about you? I prefer being behind the scenes vs. out in front or center of attention.

Favorite book: Mountains Beyond Mountains: The Quest of Dr. Paul Farmer, A Man Who Could Cure the World by Tracy Kidder - this book (and Dr. Farmer) completely shaped my life.

Guilty Pleasure: Broadway Raves (or just scream-singing show tunes in general) — but I feel zero guilt about this.

Latest binge-watch: Glow Up

Bucket list travel destination: I just crossed Cuba off my list, so next up is Laikipia (for a Kenyan safari).

STYLE

Define your style in three words or less: Eclectic, colorful, patterns.

The go-to piece in your wardrobe: You’ll always find me in a statement earring.

Favorite trend: 90s (Neon and leggings! What’s not to love?)

Beauty product you can’t live without: SPF 45+

Boots, sneakers, or sandals? Depends on the day (and the outfit)!

WELLNESS

Go-to way to de-stress: A pedicure and a 10 minute massage with Jennifer at 21 Nail Salon.

Most fun way to stay active: Dancing — a class, my living room, down the sidewalk or to live music.

Wellness goal: To defeat perimenopause symptoms.

Want to try: Rollerskating to and from work (but I’m currently a “run into a fence or wall to stop” level skater).

Proudest wellness achievement: Completing my first MudGirl Run (and my second and third)!

HOME

Favorite room in your home: My front porch

Antiques, modern, or a mix? All of the above!

Last item bought for your home: A large chalkboard (from my Buy Nothing Group).

Favorite way to entertain: Throwing my Annual Friend Celebration which gives the people I love an opportunity to try something new (past celebrations have included a cupcake crawl, trapeze class and axe throwing to name a few).

Clutter-free or well-lived in? VERY well lived-in.

Next planned purchase: I just saw this inflatable lounge chair that also holds water like a kiddie pool (and has cup holders) and with this heat — that’s looking more and more like my next purchase.

ALEXANDRIA

What do you love about Alexandria Stylebook? The people! Such positive energy from the editor, contributors, photographer…such an impactful group to be surrounded by.

Favorite spot in Alexandria: Powhatan Street when the trees are in full bloom.

Best food spot: SO many…King and Rye, The People’s Drug, Turkish Coffee Lady, Call Your Mother and Taverna Cretekou (in the garden!) are my top 5 right now.

Favorite local organizations: The Child and Family Network Center is making a huge, long term impact on our community and has the best team (check them out and schedule a tour of the classrooms!)

Annual Alexandria event you most look forward to: Doggy Trick or Treating and ACT for Alexandria’s Spring2Action.

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