About
A shop built for connection.
Curated pieces, neighborhood energy, and a space designed for gathering.
Happy on Main
Our Story
We opened to make shopping feel like catching up with a friend—easy, welcoming, and a little sparkly. You’ll find clothing, jewelry, and everyday favorites chosen for real life, with a spotlight on female-founded and independent brands. We keep it small, thoughtful, and story-driven, so what’s on the rack feels special without trying too hard. The shop is our happy place; the community that gathers here is the point.
What You’ll Find
Pieces you actually reach for. Soft tees, well-cut denim, easy dresses, and little joys that finish the outfit. We bring in limited runs from women-led labels and share the story behind each one—why we love it, how it’s made, and the founder who’s building it. If you want a second opinion or a quick try-on game plan, we’re right there with you.
How We Connect
The calendar is part of the fun. Trunk shows, founder spotlights, piercing days, seasonal launches—moments that make an ordinary week feel a little brighter. We also host private shop nights for friends, teams, and causes you care about. Come for the browse, stay for the good energy; follow along on Instagram or hop on our occasional newsletter to see what’s next.
Founder
Meet Sanna
A mom of four and an accomplished leader in business with decades of experience in finance and wealth strategy for women, Sanna McAuliffe left corporate life to start a happiness movement. Founding her own retail business, she discovered her passion while reclaiming her power.
A survivor of childhood trauma at just six years old, Sanna endured decades of failures by the very systems meant to protect her. Nearly 30 years after her assault, she bravely faced her abuser in open court and delivered an impact statement so powerful the judge called it one of the most moving they had ever witnessed. It was transformative — a light long buried inside Sanna was finally free to shine.
Now, Sanna is turning that light outward, spreading micro-moments of Happy on main streets and beyond. Through her business, Happy on Main, her passion is progress — proving that anyone can heal and move forward. Her calling: to create community, one connection at a time.
Part boutique, part gathering space, Happy on Main lives by the mantra “Come Be Happy.” Sanna’s mission gained national attention when she was featured on The Oprah Podcast, where Oprah told her, “I’m so proud of you.” Those five simple words became fuel for Sanna’s purpose — to spread joy and support far beyond her store’s walls.
Next comes The Happy Effect — Sanna’s next chapter in helping women look good on the outside and feel good on the inside. Through her own healing, she’s giving voice to survivors like her, supporting fellow female founders, and building collaborations that uplift and empower. Sanna is on a mission to make sure everyone knows the value — and the light — they carry within.
Built for Community
Events & Workshops
Pop-ups, trunk shows, piercing days, and seasonal how-tos. Quick RSVP, warm crowd, zero pretense—just good finds and better company.
Female Founders
Women-led brands we love (and champion). Limited runs, founder stories, and first looks you won’t see everywhere.
Give-Back Moments
Little ways we support our neighbors—from donation drives to event givebacks—so shopping here does a bit of good, too.
hear from our community
From the people who know us best
Our community’s feedback reflects what we care about most: thoughtful products, genuine connection, and a space that feels welcoming every time you walk through the door.
Press Kit
Press & Media
For features, interviews, or assets, visit our Press page—or email us. We’re happy to share product images, store photos, quick facts, and a founder bio.
Come Say Hi in Concord, MA
Visit
Find us in the heart of Concord. Swing by for gifts, a browse, or to plan something special.
81 Main Street, Concord MA
Tues–Sat: 11am–5pm · Sun-Mon: 12pm–4pm