Three Bay Area women bonded over their own struggles, and they're now bringing alternative methods of therapy to the table via Before Noon.
From left: Danielle Lumetta, Ann Tham and Natasha Wong
After Ann Tham, Natasha Wong and Danielle Lumetta bonded over their shared struggles with workaholism, heartbreak and anxiety—manifesting in burnout and depression—the three women decided it was time to prioritize themselves. Once realizing these experiences were universal, the trio hatched a business plan for Before Noon, an alternative form of therapy directed toward those who struggle with similar issues.
The wellness brand, which launched shortly before the pandemic, initially offered self-care products. But Before Noon has morphed into something much more. “Today, we’re an integrated approach to self-care,” Wong says. “Before Noon sessions are focused on four practices to release stress: rest, movement, connecting to intuition and finding balance.”
With curated self-care tools, and through products like crystals, aromatherapy and journals, as well as weekly healing sessions, Before Noon introduces expert healers and practices to alleviate stress. Similarly, the brand is guided by five values, including being accessible, wielding integrity and staying personally connected. And while the brand is still quite new, it’s already popping up in West Elm and backed by Silicon Valley.
Creating Before Noon came naturally for the women, since the mission of the venture aligns closely with each founder’s personal life. Tham blends the power of art and science to help people embrace wellness; Lumetta’s goal is to live a life of love and create novel, beautiful and inclusive spaces to empower self-actualization; and for Wong, organizing and driving efforts toward human consciousness and self-actualization drive her. “We’re grateful for the opportunity to share our struggles,” Wong says. “[We] hope Before Noon can serve as a community and bridge to living the life you deserve.”