Jennifer D’Angelo is the brains behind Nooworks, a San Francisco based company that sells ethically sourced trendy urban apparel and accessories.

Jen and I first met as bartender (Jen) and drinker (me.) We’ve run in similar social circles for years now. It was Jen’s passion for business and her entrepreneurial drive and determination that really got my attention. She attended design school by day and bartended by night. After launching a successful t-shirt line inspired by her dog Noo Noo, Jen founded her business Nooworks in 2004.

I decided to share Jen’s story with you because she is like many business owners, trying to run her business ethically while meeting the needs of her customers. Jen’s tees are all designed and manufactured in the San Francisco Bay Area using organic and other green materials whenever possible. Her other clothing lines are all handmade in California, as opposed to being mass-produced in a factory overseas, a decision that costs more, but for Jen, being produced locally is important part of doing business.

I would describe Jen’s customer base as San Francisco hipsters with a passion for shopping but limited in funds, so how does Jen get them to spend $36 on an organic cotton t-shirt? That’s a challenge I’m sure other business owners can relate to.

Keep an eye out for future posts about Nooworks and follow along as Jen faces these types of  challenges and reaps the rewards of running a socially responsible business.

In the meantime, Jen opened her flagship store this summer. The opening night celebration was energy-filled and well attended; as expected, much of the San Francisco fashion scene showed up to party and shop.

Here are some photo highlights:

Jen and new-ish hubby Phil

Nooworks Interns Bailey and Amelia

Shoppers packed into the new shop

Nooworks customer Andrea Frost shows off t-shirt purchase

Rosie the Dog lounges by a Made in the USA shopping bag

Jessica Hutto flashing peace sign after signing up for email list

Bartenders Malila and James pose between drink orders

Gal pals Diane, Kaitlin, Malila and Kelly

Micah Warren and Doug Avery goofin around

Nick, Joe (from band 123 Picnic), and Kelly outside of Nooworks Store

Dj spins tunes for a packed house

Rosie, me and Jen resting our dogs