Mariam Nunez’s journey from the Dominican Republic to becoming a thriving entrepreneur in Madison, Wisconsin, is a testament to resilience, determination, and community spirit. Arriving in the United States in 2003, Mariam was not just seeking a new life for herself but also aiming to carve out a better future for her family, including her two children—Aidan, 20, and Nahyah, just 10 years old.
While Mariam has embraced her new life in Madison, she fondly recalls the warm, sunny weather of the Dominican Republic, a stark contrast to the often-chilly climate of Wisconsin. Yet, her love for Madison’s community and opportunity has flourished since her arrival.
Mariam’s first job in Madison was with Reach Dane, where she served as a supply manager, coordinating essential supplies across various sites. This role allowed her to develop strong organizational skills while she pursued her business administration degree from Edgewood University. The legacy of her father, who owned a grocery store back in the Dominican Republic, ignited her desire to own multiple stores herself.
With dreams set firmly in her heart, Mariam transitioned to a role at the Urban League of Greater Madison, working in workforce development. It was during this time that she began to plan for her own grocery store, Luna’s Groceries, dedicating her free moments to turning that dream into reality.
In 2019, as the COVID-19 pandemic was lurking in the wings to reshape daily life, Mariam opened her first store. “When COVID hit, it was an okay time to have a recently opened store because people weren’t going anywhere and bought a lot of food,” she explains. With support from the city and a Small Business Administration loan, Mariam’s vision materialized. Sharing the journey with her family, she is fortunate to have her sister, Jenny Nunez, as her business partner, creating a supportive work environment.
Luna’s Groceries quickly became more than just a store; it transformed into a community hub. Mariam organized four block parties that featured face painting, live band performances, dancing, and food vendors, cultivating a lively community spirit. In a heartwarming gesture, Luna’s also sponsored a toy giveaway every Christmas, providing over 800 toys thus far to local children in 2025—a true reflection of Mariam’s commitment to giving back to the community.
As she looked to the future, Mariam envisioned expanding her business. Shortly after launching Luna’s, she purchased additional space that had previously housed another grocery store. The new location required only cleaning and stocking, allowing her to quickly prepare for a grand opening on February 27th, 2026, which included a night of dancing, games, and celebration.
Although Luna’s is currently about 60% stocked, Mariam is mindful of the challenges that come with opening a new store. “It’s a tricky situation,” she admits. “Do you want a fully stocked store with few customers or a store with more traffic but fewer items on the shelf? We win when we have one customer and a ‘close to fully’ stocked store. Customer satisfaction is our goal.”
Mariam also deals with concerns about food waste, strategically collaborating with local patrons like The Hub restaurants and offering lower prices on items nearing expiration to minimize loss.
Luna’s Groceries 2000+ sq ft. is located at 2010 Red Arrow Trail (608) 285.5422. The name “Luna” is a tribute to her grandfather’s legacy (his last name), and since the store’s opening, many customers affectionately call her Luna. The new store -Luna’s Market 6000+ sq ft. is located at 2358 S. Park Street and is open every day from 9 AM to 9 PM. Both stores and any future ventures are destined to thrive under Mariam’s and Jenny’s passionate leadership. For inquiries, customers are encouraged to call (608) 984-0624.
Mariam Nunez’s inspiring story is one of perseverance—driven by love for her family and a deep commitment to her community, she is transforming her dreams into reality, one grocery store at a time.
