Arrow Fat Left Icon Arrow Fat Right Icon Arrow Right Icon Cart Icon Close Circle Icon Expand Arrows Icon Hamburger Icon Information Icon Down Arrow Icon Mail Icon Mini Cart Icon Person Icon Ruler Icon Search Icon Shirt Icon Triangle Icon Bag Icon Play Video

About Us

Modern General opened in Santa Fe early in 2015, but was in the works long before that!  Building off the mission of our sister company Vinaigrette, we wanted to bring health and delight into more aspects of our customers’ lives and to create a community gathering place that embodied the true spirit of a classic general store.

It is the mission of Modern General to bring beauty, health, and delight into our customers’ every day lives.   We offer food that is delicious and nourishing, design that uplifts and inspires, service that is kind and compassionate, and retail products that spark joy.  

We have immune-boosting  (and addictive!) juices, smoothies and invigorating shots, energizing creative breakfast, lunch and snacks, and beautifully designed, sustainably made objects that rely on traditional techniques and natural fibers.  We strive always to bring you only the best, and only what you really need—hence our motto “Nothing You Don’t Need.” 

In fact, we follow a strict code when deciding to bring something into the store.  Here are the rules:


Ten Commandments of Modern General
1) All objects have a useful function
2) Only things our customers really need
3) Minimal packaging, eco-friendly if at all.
4) Natural fibers, no plastic
5) Lasts forever
6) Simple, beautiful design
7) The best of its kind that we can find
8) Evokes happiness to behold and/or use
9) Artisanally produced or handmade
10) From as close to home as possible, or if
coming from afar made by people whom we love and respect