Founder & Creative Director
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.