At Hjom in Newport Beach, Brands From Abroad Come With Danish Comfort

Rachel Morrison at Hjom. Photograph by Emily J. Davis


After living in Scotland for two years, Rachel and James Morrison moved back to Orange County, where they realized the brands they loved from overseas weren’t available. The couple opened Hjom, a combination of the English and Danish words for home. “When you drive over that bridge (onto Balboa), your whole energy shifts,” Rachel says. “It’s one of the last places in Orange County that you can park the car, stroll around, and just enjoy yourself.”

While they lived in Europe, the couple became fond of the hygge lifestyle, the Danish concept of being comfortable. Hjom carries a variety of furniture, home decor, and clothing emphasizing this, including the eco-friendly Danish clothing brand Aiayu. The spring line, launching this month, includes flowy dresses, shorts, button-down shirts, and more made from soft materials such as organic cotton, cashmere, and llama’s wool. “I felt like it was a really important brand to bring in to serve as a reminder of what we can do (for the environment),” Rachel says. “I like being thoughtful about what you’re buying and how you’re choosing to support what you believe in.”

Rachel, an esthetician, and James, one of the founders of Toni & Guy USA, also decided to carry their favorite European beauty brands such as Haeckels, Aster & Bay, and Iris Hantverk.

Jute sandals, $54


Panama Hat by Grevi, $160


Earrings, $24; scarf, $200

308 1/2 Marine Ave.,
Newport Beach

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