COMMON Stocks Affordable and Comfy Closet Staples That Are Anything But Basic

Welcome to Mama Shops, an FM Journal series that highlights beautiful stores owned by mothers.

A stylish boutique that’s super affordable and kid-friendly is basically every mom’s dream, so it comes as no surprise that COMMON is owned by two sisters who both happen to be mothers. Founded by Jill Rumph and Beth Grobstein, the Atwater Village gem opened in 2015.

A business that’s truly by women and for women, the name COMMON comes from the inclusive philosophy that there is something for everyone here. Known for boho chic basics, the store stocks its own label of denim bottoms, soft tees, breezy dresses, work- and weekend-friendly trousers, and unique accessories that include Jill’s own line of minimal adornments. Every piece somehow manages to be both classic and on-trend. In addition, the shop carries a rotating selection of local and like-minded brands, ranging from apothecary to kids apparel.

A small play area sits right in front of the dressing rooms so you have time to scoop up at least a few wardrobe staples, most of which clock in under $100. In the la-la land of designer brands and hefty price tags, this kind of accessibility is refreshing.

We spoke with Jill about how she and Beth manage to keep a level head while running their own business and juggling five kids between the two of them. Read all about it below, then keep scrolling for COMMON's address or visit their website.


So you and Beth are both mothers. How many kids do you each have, and how old are they now?

Beth has three boys: Crew (5), Grant (almost 3), and Vance (16 months).

Jill has two boys: Wesley (2) and Charlie (4 months).

They’re so young! Were you already moms when you first opened the store? What was that experience like?

Beth had Crew and Grant, and I was newly pregnant with Wesley when we opened the store. Grant was only 2 months old! We had our eye out for a space in Atwater Village, and when this one became available we knew we had to jump on it!

Describe the COMMON woman in three words.

Relaxed (even through the chaos of life), comfortable in her skin, minimal.


What has been your proudest moment to date?

Each time Beth and I work in the store, we have such sweet compliments from our customers about the space we have created. I can't recall a proudest moment, but it’s the small moments when a customer tells us it’s their "favorite store" or "ideal wardrobe" that we feel so happy people are connecting with our vision. It feels good to create something that resonates in the community.

What are some of your favorite items in-store right now?

The Classic Vegan Leather Jacket by Blank NYC — a timeless staple and only $98! The Grey Linen Pocket Dress is the perfect everyday, easy comfortable dress! It’s a must-have that we make sure to keep stocked.

What's next for COMMON?

We are coming up on our three-year mark and honestly, we are content with where we are right now. As entrepreneurs and dreamers, of course we have a million things we would love to "do next", but as mothers in this stage of our lives (five boys under 5 between the two of us), we are learning to be still in times that pull us in many directions and act on our dreams when the timing is right. For now, we are choosing stillness.

What do you know now that you wish you knew when you first launched your business?

Every day in business is a learning experience, but I think the unknown has mostly come in our personal lives. We have had moves, three babies, husband job changes, and many other curveballs in our everyday lives that always shift our work.

Wow, what's been your secret weapon for juggling it all?

Beth and I both know that we can't "do it all" so we don't beat ourselves up about having everything be perfect. We know what the priorities are and where our motivation is, and everything else is based on that. Family is always first. We are thankful that we can be our own bosses and have the flexibility that comes with owning our store, along with the creative outlet that it allows us, so when things get hard, we remind ourselves of that.


COMMON is located at 3229 Glendale Blvd., Atwater Village, CA 90039. (323) 426-9069. Hours: Sunday and Monday from 10am to 5pm, Tuesday through Saturday from 10am to 6pm.

Ruby Nichols is a Fashion Mamas LA member, the founder of Almanac of Style, and mama to Dash.