Meet Ashley Villatuya of Joon

Today we’d like to introduce you to Ashley Villatuya

Hi ASHLEY, please kick things off for us with an introduction to yourself and your story.
Joon was born from a shared dream between two sisters who wanted to create a space that brought together their love for beautifully crafted products and a sense of community. From a young age, we were always creating—designing, making, and imagining. Our shared passion for design and creativity inspired us to one day start a business where we could combine our talents and vision.
With backgrounds rooted in creativity and a deep appreciation for thoughtful design, we carefully curated a collection of unique, giftable items perfect for celebrating others or treating yourself. From home goods and accessories for men and women to charming treasures for little ones, Joon offers something special for every occasion.
We are proud to feature high-quality goods from makers around the globe, with a strong emphasis on supporting BIPOC and women-owned brands, ensuring each product reflects a story of artistry and intention.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Like any new business, we’ve faced our share of challenges—from finding the perfect shop location and navigating the buildout process to thoughtfully curating our inventory and filling the store with products we love. Kristin made the big move from the Bay Area right in the middle of it all, while Ashley is balancing the demands of raising a toddler.

Every day brings new hurdles, but we choose to see them as blessings, reminding ourselves that we’re living a dream that many only talk about pursuing. We’re not just dreaming—we’re making it happen.

Appreciate you sharing that. What should we know about Joon?
From home goods and accessories for men and women to delightful treasures for little ones, Joon offers something unique for everyone and every occasion. We proudly feature high-quality goods from makers around the globe, with a strong focus on BIPOC and women-owned brands.

Our goal was to spotlight brands and products we felt were underrepresented—especially here in San Diego. While often known for its surf culture and boho vibes, San Diego has so much more to offer. We wanted to introduce products that cater to city and urban aesthetics, showcasing bold colors and striking designs that set us apart from other stores.

The name Joon holds a special meaning—it’s inspired by Ashley’s daughter and her Persian heritage. The word “joon,” meaning “dear” or “life,” perfectly captures the love, joy, and care we infuse into every gift and product we bring to our customers.

Do you any memories from childhood that you can share with us?
Some of our favorite childhood memories involve making home videos with our dad’s camcorder. We’d create stop-motion films using our Barbies and handmade clay figures, bringing our stories to life frame by frame. Another favorite pastime was swapping bedrooms nearly every month, just for the chance to redesign and redecorate our spaces.

Contact Info:

• Website: https://www.joonshoppe.com
• Instagram: https://www.instagram.com/joonshoppe