MORE THAN 100 YEARS AGO, Hannah Humpheries left her home in Wales and traveled, first by boat, then by train, finally by carriage, to the booming city of San Francisco. There, she made her living by running a general store. “I wasn’t quite as brave as my great-grandmother,” says Emily Warner, owner of High Noon General Store in Santa Fe. “But I did do something wild with no safety net and no help.”
Warner was inspired to make a move after visiting the City Different in 2020. “Santa Fe felt like this wonderland at the foothill of the mountains,” says the San Francisco native. Soon after she relocated in 2021, Warner realized that there was a hole in the market for a youthful, contemporary, and affordable shop near the Plaza. “I wanted to start a store that felt authentic to Santa Fe, but also like a breath of fresh air,” she says of her unconventional shop, which stocks everything from Incense of the West scents and special collaborative Tea.o.graphy tea blends to Molyan designer jackets. “No matter what your budget is, you can leave with something from the store.”
While Warner calls her aesthetic “Nancy Meyers movie had a baby with a Western,” the real connecting thread comes from her personal ethos that prioritizes women-owned businesses, local makers, and eco-friendly wares. Everything in High Noon—from clever screen-printed T-shirts to hand-carved wooden spoons—comes with a backstory. “I started the store with brands that I use or would use,” she explains. “It’s all about elevating the everyday.”
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Shop High Noon General Store at 213 Galisteo St. in Santa Fe or online at highnoongeneralstore.com.