Mooi opened the doors Thanksgiving 2019. After decades of creating window designs and visual merchandizing for local shops around Milwaukee, Carolyn Goris had an opportunity to bring to life her own vision. A store of visual delight, textural joy and familiar scents, Mooi is more than a soap store. Mooi is a second home, a place of musings and an experience to be in.

The name Mooi is an homage to our family story. Mooi means beautiful in Dutch. The word made its own journey with the Goris family. From Holland to Canada to America, Carolyn was born into this world as her parents immigrated across the seas. 

Family is definitely a big part of this little shop. Carolyn's mother, Mary Goris is often helping out during store hours and her daughters join in on the creative fun behind the scenes. Miya (I'm actually the one writing this) made the familiar drawing of the store and Olivia graces social media platforms with regular Mooi treats.