Meet Daisy Rosales | Boutique Owner & Graphic Designer

We had the good fortune of connecting with Daisy Rosales and we’ve shared our conversation below.

Hi Daisy, we’d love to hear more about how you thought about starting your own business?
Hello! My name is Daisy Rosales and I’m the owner at Black + Moon. Ever since I can remember, I’ve always had a deep appreciation for design, both graphic and fashion. Let’s rewind back to my teenage years – I was in middle school when I first discovered alternative and punk music, which had an influence in the way I dressed (all-black). One day my dad said I was not allowed to wear black anymore (he thought I was depressed which I probably was LOL) My parents pretty much donated my clothing and took me shopping to TJ Maxx where I had to pick out whatever clothing they had at the time, probably some Baby Phat or Rocawear, yikes! Anyway, right after graduating high school, I studied Visual Communications at FIDM which led me to work at Forever21 as a Visual Assistant and then eventually working on the wholesale side of fashion. I worked everything from customer service to photo shoots to graphic design. That insight sparked the idea for my boutique. Since black is my favorite color to wear, I was having a hard time finding cute black pieces that reflected my style and I wanted to create a space where fashion felt both personal and accessible. Every item I curate is chosen with intention and a desire to help people feel like themselves. The name Black + Moon came from my obsession with the moon phases and obviously, the color black.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
What sets my brand apart is its focus as an all-black clothing boutique. There are very few women brands that specifically cater to the alternative community, and I wanted to create something that remains accessible and affordable. I’m incredibly proud of having built my entire brand from the ground up – designing my logo, creating the website, taking photos, editing, and uploading products. It’s a time-consuming process, but to think that I’m approaching year 5 is super exciting!

Getting to where I am today hasn’t been easy, but it’s been incredibly rewarding. When I first started, back in 2020, I had a vision but very limited resources. Like many small business owners, I wore many hats (and still do) and it can be very overwhelming at times. There have been moments of doubt, especially during slow seasons, but I’ve pushed through by staying true to my passion and leaning on the support of my family and friends.

One of the biggest challenges for me has been balancing creativity with logistics. I had to learn how to manage inventory, shipping, budgeting, and time, all while still staying inspired. Something many people might not know is that I work full-time as a graphic designer. After commuting an hour home from work, it can be challenging to shift gears – packing orders, responding to messages, and staying active on social media, ect. What helps me overcome these challenges is being open to asking for help when needed and not being afraid to evolve my approach when something isn’t working for me.

Some key lessons I’ve learned is that consistency builds trust and community matters. I’ve also learned the importance of staying authentic and intentional. I can’t simply introduce products because they’re black, I always like to evaluate the quality, ensure the pricing is fair, and of course, making sure they’re cute!

What I want the world to know about me and my brand is that Black + Moon is more than just clothing. It’s a space for people who feel unseen in mainstream fashion – a place where alternative style, individuality, and affordability can coexist. I created this brand because I wanted to see more representation and more inclusivity in fashion, especially for those of us who love the darker side.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Oh my, let’s see! I’d take them to a cozy café for breakfast – maybe a local spot with yummy pastries and coffee. If we’re in an area with a scenic park, we’d stroll around and catch up (or somewhere like The Americana in Glendale). During the day, I’d probably take them to a museum or art gallery. Many cities have hidden gems of galleries or unique exhibits that you wouldn’t normally expect. The Hammer or The Broad Museum for example, are some of my favorites. I’m also a Universal Studios Hollywood pass holder so maybe one of those days we can have a butter beer at The Wizarding World of Harry Potter haha! If we’re doing nightlife, I’d hope The Story So Far or Bayside is in town so we can catch a show and maybe wind down at a speakeasy, or a laid-back bar. After we get tired of LA traffic, I’d probably suggest a little road trip (if we have time) to either Sequoia National Forest or Lake Arrowhead for some much needed peace and quiet LOL

Who else deserves some credit and recognition?
First and foremost, I wouldn’t be where I am without the support of my parents. They have always taught me the value of hard work, integrity and responsibility. A special shoutout to my mom, she always believed in my “all-black” clothing store vision and to this day always encourages me to pursue anything that my heart desires.

I would also like to express my heartfelt appreciation to my incredible boyfriend, whose unwavering support – both emotionally and physically – has been invaluable. Whether I’m overwhelmed by a lack of orders or stressed by a sudden surge I can’t fulfill quickly enough, whatever the case may be, he is always there to offer a listening ear or a helping hand.

A few special shoutouts to my loveliest friend Elizabeth Salas and my cousin Karina Huete, both of whom have been absolutely amazing in modeling my clothing and supporting my work. Speaking of modeling, I’d also like to recognize Samantha Lubrano, a goth influencer I’ve had the pleasure of collaborating with. Her styling of my pieces has been truly exceptional!

And of course, I’m so grateful for my customers – they’ve supported me since day one and they are the reason Black + Moon continues to thrive. Their loyalty and encouragement mean everything to me.

Website: https://www.blackandmoon.co

Instagram: https://www.instagram.com/blackandmoonco/

Other: TikTok: https://www.tiktok.com/@blackandmoonco
Pinterest: https://www.pinterest.com/blackandmoonco/pins/