NOMA House Café & Collective opens in St. Helena
By Tim Carl
ST. HELENA, Calif. — Entrepreneur and designer Ann Backen is set to launch NOMA House Café & Collective on Friday, Sept. 1, located at 1429 Main St. in downtown St. Helena. The acronym NOMA stands for "North of Main" and represents a unique blend of retail and dining experiences. Although her husband Howard, of Backen & Backen Architecture, supports the initiative, he has no role in the project's design, financing or day-to-day operations.
Ann and her all-female leadership team — the collective — have managed the project from inception to completion, focusing on environmentally responsible practices. This aligns with Ann’s guiding principles of DCC: design, community and culinary elements.
"In an era where authentic connections are highly sought, NOMA House Café & Collective aims to serve as a sanctuary for community and creativity," she said.
She envisions the café as a "third space" where people can shop, relax and socialize, a role that exists in many cultures as a setting distinct from home and work.
Before its transformation into NOMA House Café & Collective, the location had housed two other dining venues — French Blue and Archetype — in which Ann and Howard were stakeholders. After Archetype closed at the onset of the pandemic, Ann seized the opportunity to redefine the space. Her concept integrates retail and dining, allowing customers to purchase a range of products, from home goods to apparel, while also enjoying quality food and beverages.
NOMA's initial offerings blend elements of a modern coffee shop with a health-conscious café, accented by wine country furnishings and a curated selection of vintage clothing. The café is situated in a renovated 1920s building and features an updated outdoor lounge framed by a living wall designed by Seasons Landscaping. According to Ann, this wall not only enhances visual appeal but also integrates salutogenic design principles, a concept developed by Israeli American sociologist Aaron Antonovsky that explores the relationship between health, stress and coping.
With the necessary permits secured for sidewalk tables, the outdoor patio spaces feature an eco-conscious cement bar equipped with heating elements to ensure comfort year-round. A striking, expansive glass facade graces the café's front, allowing natural light to flood the interior while also being fully retractable.
Inside, reclaimed fungi wood and antique French museum display cases contribute to the décor. The venue aims to serve various functions, from dining and socializing to work and education. A 20-foot screen will display content ranging from slide shows and short videos featuring artisans to short films and documentaries. The venue also plans to host events focusing educational seminars and artistic exhibitions, but also include charitable causes, such as events supporting local nonprofits like Nimbus Arts and Monarch Justice Center. There is also free WiFi and plenty of power outlets.
Initially, NOMA will offer a limited menu that includes coffee, wine, beer and select pastries. The menu will expand later in September to feature health-conscious vegan options like mushroom tartine ($14), grain bowls ($21) and plant-based ice cream ($8). The all-female culinary team has also curated a menu of inventive diner classics sourced from local farmers, including a breakfast sandwich ($10), lemon ricotta waffles ($14) and a grilled cheese with optional kimchi ($14). The drink menu will feature artisanal coffees ($4), fresh juices ($5) and a selection of local beers and wines ranging from $8 to $28.
In the retail section, NOMA holds exclusive U.S. rights to Marfa Stance products and stocks merchandise from Chilean textile brand TREKO and Belgian furniture company Ethnicraft. Sustainability and ethical sourcing are priorities; the retail area includes a mix of vintage and mid-century furniture, as well as works by local artisans.
"We're launching this new venture with a long-term focus on sustainability and caring for both our customers and team," Ann said. "While there's more to accomplish, the timing, the location, and the people involved are all ideal. We're thrilled to share this with the community."
The retail area will be open on Wednesdays from 11 a.m. to 5 p.m. Both the café and retail segments will operate from Thursday to Sunday, from 7:30 a.m. to 5 p.m.
For more information, visit nomahousecafeandcollective.com or follow @nomahousecollective on social media.
Tim Carl is a Napa Valley-based photojournalist.
