Mona Esser Pennock
We welcome the magical Mona Esser Pennock’s to our Hai Society! Mona's journal delves into her journey with fashion, her evolving personal style, and the inspirations behind her creative ventures, including her brands GEMSUN and be-shen. She reflects on the cultural influences from her upbringing, her commitment to sustainability, and how spiritual practices shape her design process. This intimate conversation highlights her perspectives on creativity, personal growth, and the joy of wearing meaningful, handcrafted clothing.
Have you always been interested in clothes?
Yes, I've always loved how clothes can transform and express one's identity. Growing up in hotel resorts in Tunisia and Portugal, I was exposed to diverse styles and costumes from a young age, thanks to my parents' work in tourism. Dressing up and wearing vibrant, glittering outfits became my favourite activity. My exposure to different cultures deepened my appreciation for various shapes, colours, and accessories. Living in beach destinations also sparked my love for swimwear, pareos, hats, and sunglasses.
When did you feel that you’d found ‘your’ style? Or is this something you’re still working out?
That’s a very deep question to answer. As humans with a living, evolving spirit, we are constantly changing and growing closer to our truth. I feel present and fully arrived in every era of style I’ve experienced. There are pieces that have traveled with me throughout my journey, but I see style as a deeply rooted tree—its trunk growing stronger and wiser, while its leaves change with each season.
Holding too tightly to a fixed idea of style can strip away the joy and freedom that life so generously offers. Each year, I feel I’m arriving more fully into my true expression of self and my authentic style, while remaining open to the unexpected blooms of creativity and surprise.
Who do you look to in terms of style?
I draw inspiration from so many aspects of life—it’s never just one person or media source. It’s the experiences, intuitive insights, and subtle nuances of life that inspire me most. Here are a few key influences:
Travel
Women
Meditation
Dance and Movement
New York City
How has the way you’ve dressed changed over the past five years?
The last five years have been incredibly transformative for me—I’ve truly turned my life around in so many ways. These shifts have naturally influenced my style, which I’d describe as becoming more refined. While I’ve always embraced a fluid and non-dogmatic approach to style, I’ve found a sense of maturity that feels deeply aligned with my body, my spirit, and my being.
Since starting Gemsun, I’ve focused on wearing my own designs, making choices that feel fully authentic and right for me. I’ve also transitioned into a more “ceremonial wear” aesthetic for my work with be-shen, which reflects the purpose and intention behind my journey.
I feel so grateful to have friends who are creators themselves—like my lovely Tessa and the team at hai. Over the past five years, wearing their handcrafted pieces has been an honour. It’s not just about supporting those I love but also about celebrating the magic of craftsmanship and originality. It feels special to wear clothing that carries such meaning and artistry.
Tell us one item or outfit that you love, but would never wear yourself. Why not?
I have always admired Japanese design, particularly the work of Yohji Yamamoto, Issey Miyake, and Rei Kawakubo. Their creations are breathtaking to me—the draping, layering, and bold shapes are truly inspiring. A full look in Issey Miyake’s pleats, for example, is nothing short of majestic.
However, as much as I adore these designs, I can’t see myself wearing them. I have curves, and I don’t feel that these silhouettes fall on my body in a way that resonates with me. Instead, I love to watch others float through life in these incredible looks. It’s a joy to appreciate their beauty from afar.
Of everything you’ve worked on, what are you proudest of?
I’m proudest of my inner peace, self-acceptance, my community, and my commitment to following my truth. Everything I’ve created and experienced has been possible because I devoted myself to a daily practice early in life. This practice gave me discipline, intuition, gratitude, trust, and a deeper connection to my life force. Committing to something as simple as a morning ritual has been the golden key to creating my own version of heaven on earth.
Of the projects you’ve worked on, which have you learned the most from?
Both my businesses, be-shen and GEMSUN, have been my greatest teachers, each in their own unique way. With GEMSUN, we create handmade accessories and a collection made from deadstock fabrics. The challenge has been staying true to our mission of serving the planet and rejecting the fast-fashion system while operating as a self-funded business with a small team.
The biggest lesson I’ve learned is that growth is healthiest when it’s slow, steady, and intentional. Cultivating patience and gratitude for every step of the journey has been essential. Starting two businesses from scratch through my own efforts has been a profound exercise in resilience and self-belief.
Tell us about your creative process regarding your work.
Most of my creative insights come through meditation and spiritual practices. This is how the design process for GEMSUN, as well as the guiding and channeling work I do with be-shen, begins. My approach is highly intuitive.
Where is your favourite place to go for a two week break? And give us your three best tips?
The country of the most fragrant jasmine: India
- Book an ayurvedic retreat in Kerala
- Delhi: Eat the Daal at Kwality and visit the lotus temple
- Buy fresh jasmine ‘scrunchies’ for your hair every day
If you could live in any city in the world, what would it be?
I am here: New York but I would also love to live in one of India's buzzing cities for some time in this life. (and Istanbul, Rome and tiny greek island city)
Where do you feel most at home, and why?
I feel most homey in the arms of my loved ones, in New York City and at the beach, the Mediterranean rock beaches in specific. All of them are sources of warmth, safety and inspiration for me. There’s nothing more soothing than waking up in a place you love, surrounded by people you honour and who honour you in return.
You’re hosting a dinner for your closest friends; what are you cooking and what are you serving to drink?
My friends are probably laughing because I’m married to chef Koa Pennock and cook only about 1% of our meals! But I do love food. For this dinner, I’d serve a Brotzeit (a German-style charcuterie sandwich party) with gluten-free bread from Gjusta and Knead Love, fresh Italian meats from Di Palo, butter, farmers market veggies, and vibrant salads. Or, I might just order my favorite Thai food. For drinks, I’d serve warm soba cha and dessert would be German gingerbread, dried pears, and salty nuts.
Have you always been interested in clothes?
Yes, I've always loved how clothes can transform and express one's identity. Growing up in hotel resorts in Tunisia and Portugal, I was exposed to diverse styles and costumes from a young age, thanks to my parents' work in tourism. Dressing up and wearing vibrant, glittering outfits became my favourite activity. My exposure to different cultures deepened my appreciation for various shapes, colours, and accessories. Living in beach destinations also sparked my love for swimwear, pareos, hats, and sunglasses.
When did you feel that you’d found ‘your’ style? Or is this something you’re still working out?
That’s a very deep question to answer. As humans with a living, evolving spirit, we are constantly changing and growing closer to our truth. I feel present and fully arrived in every era of style I’ve experienced. There are pieces that have traveled with me throughout my journey, but I see style as a deeply rooted tree—its trunk growing stronger and wiser, while its leaves change with each season.
Holding too tightly to a fixed idea of style can strip away the joy and freedom that life so generously offers. Each year, I feel I’m arriving more fully into my true expression of self and my authentic style, while remaining open to the unexpected blooms of creativity and surprise.
Who do you look to in terms of style?
I draw inspiration from so many aspects of life—it’s never just one person or media source. It’s the experiences, intuitive insights, and subtle nuances of life that inspire me most. Here are a few key influences:
Travel
Women
Meditation
Dance and Movement
New York City
How has the way you’ve dressed changed over the past five years?
The last five years have been incredibly transformative for me—I’ve truly turned my life around in so many ways. These shifts have naturally influenced my style, which I’d describe as becoming more refined. While I’ve always embraced a fluid and non-dogmatic approach to style, I’ve found a sense of maturity that feels deeply aligned with my body, my spirit, and my being.
Since starting Gemsun, I’ve focused on wearing my own designs, making choices that feel fully authentic and right for me. I’ve also transitioned into a more “ceremonial wear” aesthetic for my work with be-shen, which reflects the purpose and intention behind my journey.
I feel so grateful to have friends who are creators themselves—like my lovely Tessa and the team at hai. Over the past five years, wearing their handcrafted pieces has been an honour. It’s not just about supporting those I love but also about celebrating the magic of craftsmanship and originality. It feels special to wear clothing that carries such meaning and artistry.
Tell us one item or outfit that you love, but would never wear yourself. Why not?
I have always admired Japanese design, particularly the work of Yohji Yamamoto, Issey Miyake, and Rei Kawakubo. Their creations are breathtaking to me—the draping, layering, and bold shapes are truly inspiring. A full look in Issey Miyake’s pleats, for example, is nothing short of majestic.
However, as much as I adore these designs, I can’t see myself wearing them. I have curves, and I don’t feel that these silhouettes fall on my body in a way that resonates with me. Instead, I love to watch others float through life in these incredible looks. It’s a joy to appreciate their beauty from afar.
Of everything you’ve worked on, what are you proudest of?
I’m proudest of my inner peace, self-acceptance, my community, and my commitment to following my truth. Everything I’ve created and experienced has been possible because I devoted myself to a daily practice early in life. This practice gave me discipline, intuition, gratitude, trust, and a deeper connection to my life force. Committing to something as simple as a morning ritual has been the golden key to creating my own version of heaven on earth.
Of the projects you’ve worked on, which have you learned the most from?
Both my businesses, be-shen and GEMSUN, have been my greatest teachers, each in their own unique way. With GEMSUN, we create handmade accessories and a collection made from deadstock fabrics. The challenge has been staying true to our mission of serving the planet and rejecting the fast-fashion system while operating as a self-funded business with a small team.
The biggest lesson I’ve learned is that growth is healthiest when it’s slow, steady, and intentional. Cultivating patience and gratitude for every step of the journey has been essential. Starting two businesses from scratch through my own efforts has been a profound exercise in resilience and self-belief.
Tell us about your creative process regarding your work.
Most of my creative insights come through meditation and spiritual practices. This is how the design process for GEMSUN, as well as the guiding and channeling work I do with be-shen, begins. My approach is highly intuitive.
Where is your favourite place to go for a two week break? And give us your three best tips?
The country of the most fragrant jasmine: India
- Book an ayurvedic retreat in Kerala
- Delhi: Eat the Daal at Kwality and visit the lotus temple
- Buy fresh jasmine ‘scrunchies’ for your hair every day
If you could live in any city in the world, what would it be?
I am here: New York but I would also love to live in one of India's buzzing cities for some time in this life. (and Istanbul, Rome and tiny greek island city)
Where do you feel most at home, and why?
I feel most homey in the arms of my loved ones, in New York City and at the beach, the Mediterranean rock beaches in specific. All of them are sources of warmth, safety and inspiration for me. There’s nothing more soothing than waking up in a place you love, surrounded by people you honour and who honour you in return.
You’re hosting a dinner for your closest friends; what are you cooking and what are you serving to drink?
My friends are probably laughing because I’m married to chef Koa Pennock and cook only about 1% of our meals! But I do love food. For this dinner, I’d serve a Brotzeit (a German-style charcuterie sandwich party) with gluten-free bread from Gjusta and Knead Love, fresh Italian meats from Di Palo, butter, farmers market veggies, and vibrant salads. Or, I might just order my favorite Thai food. For drinks, I’d serve warm soba cha and dessert would be German gingerbread, dried pears, and salty nuts.