An Interview with: NOA the Label (Monica Fitzgerald)
“Every business has a story—and every story adds to the fabric of Central Texas fashion. That’s why we’re excited to launch our Member Spotlight Series, where we sit down with incredible designers, stylists, and various entrepreneurs in our community. Consider this your front-row seat to the stories behind the scenes.”
For our first feature we are honored to chat with CTFC Member Monica Fitzgerald.
About Monica:
Brand/Role: NOA the Label / “I am the Founder and head of all things creative / design, business, branding and all the messy in between bits that involve starting and growing a brand (there are many hats and rarely a dull moment!).”
Based in: south Austin.
“My background is in merchandising and wardrobe styling - I ran my own business for over a decade repping a women’s apparel brand based in LA. The pandemic drastically changed the landscape of my business overnight as it did for so many, which later drove my decision to go back to school for fashion design in 2021. After receiving my design certification in 2023 I experienced what I like to call the “dark night of my soul” period, unsure of what was next for me. It took briefly working with the wrong person to point me back to myself and forced me to reflect on my own strengths. I firmly believe there can be a lesson in everything that can propel your growth forward - the good, the bad, all of it.”
The Brand Story:
“Last fall 2024 as I was consumed by everything coming down the runways during NYFW - COACH debuted an oversized kisslock vintage coin purse on steroids and my jaw dropped. I became obsessed and literally scoured the internet for a full week trying to find it (it hadn’t yet launched on their website). I fell in love with the idea of an (slightly obnoxious) oversized carryall clutch-style bag, and as a mom I’m always carrying my entire life with me. I also loved this nod to vintage, as COACH is notoriously known to be a bit of a nostalgic brand, but done in such a modern borderline camp-y way. To make a long story short, my internet sleuthing divinely connected me to a leather maker based in Turkey. Together we custom created three bags for my own selfish fashion needs (ha!). I started taking these bags everywhere with me - to run my errands, pilates, Costco, on date night, coffee meetups with friends - you name it. I was getting stopped constantly with compliments and inquiries. After a few months of this I had a “ping” and thought there might be something bigger here and NOA the Label was born.
NOA means to be in motion or movement with something, which really resonated with the brand ethos. As busy women (or people!) we are constantly on the go and what we choose to carry close with us throughout our day/ night is an intimate experience. My personal style has evolved so much through many seasons and I find myself constantly gravitating toward the same ‘hero’ capsule-centric pieces in my wardrobe. I love that a great bag can elevate any look from athleisure to denim and a white tee and blazer. Our ideal customer is multi dimensional and spans across decades, demographics and diversities. It’s truly an honor and a “pinch me” moment when anyone chooses to throw their world in a NOA bag and carry it close.”
Creative Process:
“The design process for me always starts with color - there is so much power, energy and influence with color. I’ll go through phases where I’m drawn to specific colors. I think about what I’m personally craving in my own closet, and will even ask the input of close friends and family on what colors they’re also craving. Instinctively, either the color of a leather or suede will speak to me or it won’t. Once I narrow in on a color story I love to mood board and spend way too many late night hours on Pinterest. I’m also heavily inspired by street style, the southwest / cowgirl aesthetic, the desert, designers past and present, and of course the queens that raised me - Marykate and Ashley Olsen.”
Behind the Scenes:
“My typical day starts way too early for my own circadian rhythm (I’m naturally a hard wired night owl) as I have to get my kiddos up and off to school. After school drop off I’ll take our golden retriever for a long walk and/ or try to squeeze in some form of a workout - pilates is usually my go-to. After that I try to catch up on emails and touch base with my production team overseas - because of the time change we are either chatting early in the morning or late at night right before I go to bed. Each day is a bit different which my entrepreneurial soul craves the variety. Right now as I’m working out all the kinks for an official launch aiming for mid November (11.11) - some days it feels like 3 steps forward and 2 steps back. If I’ve learned anything in this process of establishing and building a brand is that it is a marathon, not a sprint. Patience is not always my best virtue and I also battle with imposter syndrome which I very quickly have to squash with a louder voice of verbal affirmations - telling myself the same thing I tell my kids “you can do hard things”.
Local Love:
“I love being part of the CTFC community as there are so many incredible individuals who are eager to support, collaborate and connect. From the moment I said “yes” to building NOA I have felt so held and supported by amazing creatives and small business owners willing and wanting to help me in any way I need, which I will remember forever. It’s very much a collective energy vs. competitive - there is room for everyone! Austin is a hub of inspiration - a few of my favorites to frequent include : Lauren Owen (their shop is curated to perfection!), Parker+Scott (the owners are sweet friends of mine and truly the best humans!), First Light Books (gives rom com main character “Kathleen Kelly” vibes), Lovecraft (also intentionally curated), Charm School Vintage (a treasure!), I love supporting vintage curators at various markets and pop-ups (shout out to Howl and Crow vintage and Barn Cat vintage!), I also have scored big at Texas Thrift when you’re in a “digging” mood!”
Learn more about NOA the Label by following along on Instagram at @noathelabel_ ( + we will add their Website when it launches.)
We’re proud to spotlight the incredible talent shaping our region through fashion. Stay tuned for more stories like this in our Member Spotlight Series—brought to you by Central Texas Fashion Coalition, where community and creativity come together.
