Style & Presence With Sarah Mass David

Alignment isn’t something you arrive at—it’s something you practice. It shows up in how you move, how you carry yourself, and how you choose to show up each day.

Few people embody this more naturally than Sarah Mass David, founder of House of 29. Through her work, she’s created more than a boutique—she’s built a space where women are invited to express themselves fully, step into confidence, and evolve their personal style without rules.

We sat down with Sarah to talk about fashion as self-expression, the influence of her mother, and how getting dressed can shift not just how you look—but how you feel.

E: To start, can you share a bit about your background and what led you to create House of 29?

S: I grew up in a family that both worked in the fashion industry and truly loved it. My father was in the garment district for over 40 years. From a young age, I understood that fashion is a form of self-expression—what you wear tells a story. The pieces you buy or inherit aren’t just objects; they carry meaning, memories, and identity.

E: House of 29 feels like more than just a boutique—it’s a community. How did you create a space where women feel comfortable, seen, and celebrated?

S: When I opened the store with my mother (who passed away during COVID) over a decade ago, our goal was simple: to create a safe space where women could express themselves and step out of their comfort zones. We kept seeing the same merchandise everywhere—nothing felt personal or individual.

We treat every client like a friend—and many of them become exactly that. One of the most special parts of what we do is watching women blossom through fashion.

E: Personal style can be a powerful form of self-expression, yet many women feel pressure to dress a certain way as they get older. How do you encourage women to dress confidently—at any age?

S: My mom was incredible at this, and I’ve really carried that forward. I gently encourage clients to try things on, to keep an open mind, to experiment.

Once they see themselves in a different light—the version of themselves they’ve always wanted to step into but didn’t quite know how—the rest starts to fall into place.

E: You often talk about getting dressed as a ritual. How does the way we dress influence how we carry ourselves—physically and energetically?

S: Think about when you’re wearing a slouchy sweat outfit—you may slouch more, move more slowly, and feel less energized. Then you put on a great pair of pants, a beautiful sweater, some jewelry—and your entire presence shifts.

It’s not that clothing changes who you are. It allows your inner energy to come forward. Your outer expression starts to match your inner spirit.

E: For women who feel stuck in a style rut, where do you suggest they begin?

S: Start with one new thing. That’s always how it begins—one headband, one pair of pants, one necklace.

And then you start to feel different—more like yourself—and you naturally want more of that.

E: Etalon’s mission is to support alignment—physical, emotional, and energetic. How do you see personal style reflecting alignment?

S: When someone is living in alignment, they feel more confident. And when you feel confident, you’re more willing to step out of your comfort zone.

That’s where personal style really opens up—when you begin to trust yourself.

E: You’ve been wearing the Etalon Posture Bra recently. How has it changed your relationship with posture and support?

S: I grew up as a dancer, so posture has always been important to me—standing tall, not shrinking into your body, allowing your energy to move outward.

After having my daughter, I lost a lot of core and back strength. Wearing the bra has been a really helpful reminder—to stand up straight, to engage my core, to carry myself with intention instead of collapsing inward.

E: You’re known for helping women style pieces in ways that feel both elevated and effortless. How would you style the Etalon Posture Bra for everyday life?

S: I’ve been loving it under a collared button-down shirt. It feels feminine and supportive, with a slightly unexpected edge. It’s something you can wear all day and still feel put together.

E: If there’s one message you’d want women to carry about style, confidence, and aging, what would it be?

S: Every day we are alive is a gift. Every day we are healthy is a gift.

I hear a lot of women talk negatively about aging—but to me, that means we are living. We are growing. We have a story to tell. That should be celebrated.

E: What does “living in alignment” look like for you right now?

S: For me, it’s about balance—and not being too hard on yourself.

Some days I exercise. Some days I rest. Some days I spend more time with my daughter than working. It’s about being present and appreciating each moment.

My mom always said she would buy a certain pair of earrings when she turned 75—but she never got the chance. When she got sick, I bought them for her.

That really stayed with me. Why wait? If something brings you joy—whether it’s how you spend your time or something you wear—honor that now.

HOUSEOF29.COM | @HOUSEOF29 

True alignment isn’t about getting it perfect—it’s about choosing, moment by moment, to show up with intention, presence, and self-trust.

Through her work, Sarah reminds us that what we wear isn’t about becoming someone new, but about returning to who we already are.

And sometimes, that shift begins with something as simple as standing a little taller.