OUR STORY
Ms. Moxie’s Moon Shop was founded in 2008 by Ann Ile, a trauma and critical care nurse with a passion for women’s health and education. Inspired by her work and entrepreneurial spirit, she created a space dedicated to breaking the stigma surrounding menstrual health and encouraging open, honest conversation.
Today, the shop is owned by Emily Coccia, whose own experience navigating complex menstrual health challenges shaped her deep commitment to this work. Together, their stories reflect a shared belief in the power of education, advocacy, and community.
Nurse-founded and women-owned, Ms. Moxie’s Moon Shop exists to be a safe and supportive place where people can explore products, ask questions, and learn more about their bodies.
OUR MISSION
Our goal is simple: to help make life a little easier, a little more comfortable, and to spread a little more moxie.
We believe no one should have to navigate menstrual health alone or suffer in silence. Through education and conversation, we empower people to better understand their bodies and advocate for themselves at home, at school, at work, and in the doctor’s office.
This work is inclusive—whether you’re preparing for a first period, supporting a loved one, or seeking answers about your own body, Ms. Moxie’s Moon Shop is a place to learn, connect, and feel supported.
MEET THE OWNER
EMILY COCCIA, OWNER & CEO
With nearly 20 years of experience in global, mission-driven work, Emily has dedicated much of her career to advancing women’s issues and supporting women entrepreneurs. Ms. Moxie’s Moon Shop is a natural extension of both her professional work and personal passion.
Emily believes that access to the right products and education can make a meaningful difference—helping people better manage their menstrual health so they can feel more comfortable, confident, and fully themselves.
"Every period story is different—and sharing them helps us all feel less alone."
First Period Story.
At 11, Emily couldn’t wait to get her period—she saw it as a milestone, even a kind of VIP status. When it finally came, it brought unexpected pain and confusion, despite the preparation she had at home.
In the years that followed, Emily experienced severe symptoms, including menorrhagia, which wasn’t formally diagnosed until her 30s. What began as a naïve wish became something more meaningful: a deep understanding of how different—and often challenging—menstrual experiences can be.
That journey shaped her belief in the importance of open conversation, education, and shared experiences—because no two stories are the same, and learning from them helps us all feel more prepared and less alone.
MEET OUR ADVISORY COUNCIL
MARTHA CARUCCI
Martha Carucci is the Executive Director of the National Breast Center Foundation, where she has played a key role in growing the organization and leading impactful initiatives that support women’s health and cancer awareness.
With a background in advocacy and public affairs, Martha brings a deep commitment to education, community engagement, and empowering individuals to make informed choices about their health. She is also a speaker, author, and advocate for sobriety and recovery, with her books Sobrietease and Sobrietease 2 reaching #1 new releases on Amazon in addiction and recovery.
Recognized as a leading voice in women’s health and wellness, Martha has been honored by the City of Alexandria Commission for Women and named one of Alexandria’s Most Inspirational Women.
First Period Story.
Martha remembers walking home from school in eighth grade, wearing her favorite bright yellow pants, when she realized she had started her period. What could have been an embarrassing moment became a positive one—her mother greeted the news with excitement and support, helping her see it as an important and natural milestone.
LAWREN FORTUNE
Advisory Council
Lawren is a mother of two and a midwifery apprentice training to become an out-of-hospital Certified Professional Midwife (CPM). She has supported birthing parents through pregnancy, birth, and postpartum, with a focus on home birth experiences.
In addition to her work as a birth and postpartum doula, Lawren is a Pilates instructor at sculp’d+, bringing a holistic approach to movement, strength, and recovery. She is deeply passionate about honoring and restoring respect for the childbirth experience.
Lawren feels a strong connection to her lineage, inspired by her paternal great-great-grandmother who was also a midwife.
AURELIA LARRIMORE
Advisory Council
Aurelia is a licensed social worker in Maryland and Washington, DC, specializing in perinatal and postpartum mental health. With a longstanding passion for women’s health, she views her work as a psychotherapist as a meaningful form of advocacy.
Her background in public service, including work in public libraries, reflects her commitment to accessible education and community support. Aurelia is excited to further Ms. Moxie’s mission of expanding conversations around menstrual health and women’s well-being.
First Period Story.
Aurelia remembers not her first period itself, but the anticipation leading up to it. She worried it would make her feel different from her friends—but when it finally arrived at age 15, she realized nothing about who she was had changed.
What followed was something she now considers deeply meaningful: a moon ceremony surrounded by the important women in her life. Looking back, Aurelia feels grateful for that experience—one that honored menstruation as something powerful, not something to fear.
JENNA PERKINS
Advisory Council
Jenna is a board-certified Women’s Health and Gender-Related Nurse Practitioner with a focus on menopause, urology, sexual health, and pelvic floor disorders. She earned her undergraduate and graduate degrees from the University of Pennsylvania School of Nursing and began her career in a busy Washington, D.C. practice, where she developed deep expertise in caring for complex patients.
Jenna takes a holistic, education-driven approach to care, grounded in the belief that understanding the body is essential to healing. She is an adjunct faculty member at Georgetown University School of Nursing, a published author, and an educator who has taught clinicians at national conferences.
She is passionate about delivering thoughtful, evidence-based care in an environment that prioritizes time, understanding, and patient empowerment.
Outside of her work, Jenna enjoys life as a wife and mother of two.
ERIN SENGAL
Advisory Council
Erin Sengel is a board-certified nurse practitioner with a subspecialty in Lifestyle Medicine, focusing on evidence-based approaches to prevent, treat, and reverse disease through nutrition, movement, stress management, and restorative sleep. She is also a pelvic core specialist,
wellness coach, and fitness instructor.
Erin takes a holistic approach to care, supporting both physical and mental well-being with compassion and respect. She is passionate about helping individuals feel strong, informed, and empowered in their health.
Outside of her work, Erin enjoys staying active, spending time with her family, and finding joy in all things comedy.
First Period Story.
Erin grew up in a house full of women and was no stranger to conversations about periods. At 12, she found herself both excited and unsure when she realized she had started her period.
With only her dad at home, she nervously shared the news—but his response was immediate warmth and support. He hugged her, celebrated the moment, and asked what she needed. It’s a memory she still holds onto—a reminder of how positive and supportive that first experience can be.
CUSTOMER LOVE NOTES
Your store is worth the drive. I have one daughter with a period similar to me, but the other is having a very different experience with horrible cramping and heavy bleeding. Your products and knowledge help me navigate it with her.
Your store is worth the drive. I have one daughter with a period similar to me, but the other is having a very different experience with horrible cramping and heavy bleeding. Your products and knowledge help me navigate it with her.
Ms. Moxie's took the time to get to know us and made us feel genuinely cared for, going so far as to offer the use of the store's restroom when I needed to purchase a pregnancy test. It's this level of personal care that makes it such an integral part of our community.
Ms. Moxie's took the time to get to know us and made us feel genuinely cared for, going so far as to offer the use of the store's restroom when I needed to purchase a pregnancy test. It's this level of personal care that makes it such an integral part of our community.