Jovial King:Founder & Creative Director

:::::: Mother, Herbalist, Entrepreneur, Adventure Seeker, Dreamer ::::::::

Jovial started Urban Moonshine in her kitchen in 2008 and it has grown from a booth at the local farmers market to a national brand. Raised deep in the countryside of Northern Vermont, Jovial grew up on an off-the-grid homestead where she spent endless hours wandering in the woods, swimming in the creek, climbing trees and digging around in the garden. It was a childhood deeply immersed in plants and exploration of the wild, uncultivated power of nature. She found she had a great love of plants and herbal medicine. Her goal is to bring herbal medicine out of the cupboard and onto the counter, into everyday life.

Inspiration: Big ideas, the stack of books by my bed, the Sunday New York Times, people that live the life they love, and the thought that I can do anything I want if I set my mind to it.

Favorite Things: Space to think and dream, my garden, morning snuggles from my boys, travel.

Nourishment: Good conversation, my girlfriends, herbal baths, peaceful runs outside, hot soup in the winter, and cold creek swims in the summer.

Astrology sign: Virgo.

Hometown: Bakersfield, VT

Guido Masé:Chief Herbalist

:::::: Clinical Herbalist, Runner, Father, Author ::::::::

Guido is a clinical herbalist, herbal educator, and garden steward specializing in holistic Western herbalism, though his approach is eclectic and draws upon many influences. Guido works clinically and teaches at the Vermont Center for Integrative Herbalism and is a professional member of the American Herbalists Guild. He is the author of The Wild Medicine Solution: Healing with Aromatic, Bitter and Tonic Plants

Inspiration: Late-night work, mythology and folktales, research on medicinal plants and the study of consciousness. Who are we? Where are our edges?

Favorite Things: Old books. Boxes. Artifacts from nature, like sticks, stones and bones; or from humans, like talismans, small art and bottles.

Nourishment: Spending time in the forest, either running alone on trails or wandering aimlessly with a friend, my wife or my daughter, but also sharing a bottle of wine at a small table and watching the city streets.

Astrology sign: Aquarius.

Hometown: Ferrara, Italy.