South Moon Under

Although I’m not generally a fan of malls, South Moon Under is one of the reasons I make an exception for Short Pump Town Center. I try to schedule my visits on weekdays when traffic isn’t bad and crowds aren’t thick — and the fact that Short Pump’s an outdoor mall helps, too. But back to the reason for this review — clothes, jewelry, and accessories!
South Moon Under is one of the boutiques on my regular rotation, and has maintained its spot for a few years now. It’s a small chain, with locations in DC, Maryland, Virginia, Pennsylvania, New York, and New Jersey, but with a personal, boutique-​y feel. The shop carries everything from Free People to Ella Moss to Hudson to Frye to Ray Ban… the list could go on and on. It started off as a surf shop, so it still maintains that casual chic vibe carrying swimwear and fashion-​forward casual attire. Yes, you can find the occasional dressier dress, but for the most part its everyday and party-​wear (think a night out dancing with the girls rather than a black-​tie wedding). I’m always captivated by the jewelry collections, with tons of affordable jewelry options (they also carry Nicole Richie’s line House of Harlow!) and i almost always walk away with at least one new bracelet, ring, or pair of earrings.
Aside from the fantastic merchandise, the staff is always friendly and welcoming. Because I’m a frequent visitor, I typically see the same faces each time I shop and that’s a comforting feeling. I have a fashion background, so I’m pretty particular with my purchases and I know what I like, what I don’t, and what I’m looking for. I appreciate that the staff is helpful and available, but not overbearing.
If you’re looking for swimwear, surfwear, fashionable ensembles or accessories (from recognizable names), South Moon Under is definitely worth a stop.