If you’ve ever wondered if the ‘Small Business Saturday’ initiative was more than just a marketing slogan – if it actually had a financial impact on business – ask the owners of the state’s most unique store.
Better yet, stop by ‘Just Jersey’ – the store near Morristown Green that sells Jersey-themed products or items created by New Jersey residents. The store, at 163 South Street, will be packed.
That’s what Paul Miller, co-owner of Just Jersey with Tina Bologna, said.
“It’s one of our biggest days of the year,” he said. “It’s far superior to Black Friday for us. Friday is the shopping malls and the big box; Saturday is for places like us.”
The truth is, there is no place like Just Jersey.
Consider the content: There are many Jersey-themed items, starting with coasters (name the theme or star and you’re done) are a big hit. So do countless foods (think state-shaped pasta, Jersey Girl chocolate bars, artisanal cookie mixes). There are t-shirts, jewelry, cushions, signs of all shapes and sizes (even some made with pieces of yellow and blue signs).
There are also lots of Christmas decorations.
The level of exclusive offers never ceases to amaze: where else could you get a ‘Real Housewives of Morris Plains’ apron?
It’s the reason Just Jersey is a favorite of TV stations looking for a prominent spot this holiday season – especially on Small Business Saturday.
Miller and Bologna offer another reason: Their store isn’t just about them — but about the multitude of small merchants from across the state who have their wares on display there.
“We have over 300 small businesses under one roof,” Miller said. “It’s who you support when you shop here.”
Don’t get confused: Although the store’s concept began as a Christmas gift idea at the school where Miller and Bologna had a son, Just Jersey is a 365-day operation. It has been since 2015.
And although Just Jersey is a small company, it courts big companies.
Just Jersey has long been a go-to place for corporate gifts, providing the right ‘Welcome to Jersey’ gift box for any occasion. (Figure boxes cost between $75 and $150 per piece.)
Boston Consulting Group and Horizon Blue Cross Blue Shield have been long-time customers, using Jersey’s signature boxes as onboarding items and holiday gifts.
In recent years, real estate agents have discovered the store, often using its boxes as welcome gifts for new homeowners and thank-you gifts for sellers.
Just Jersey: What’s Selling
A look at some of the top items at Just Jersey (located on South Street in Morristown) and the names of the merchant who created it.
1. Artisanal Cookie Mixes and Decadent Hot Cocoa Varieties
Dry Goods Refill, Montclair
A one-stop shop for all your gourmet, packaged, plastic-free grocery and food needs, including bulk foods, produce, dairy, household cleaning products and more.
2. Cocktail Infusions
Cocktail Infusions On the Rocks, East Hanover
Two bartenders honed their skills for making drink infusions during Covid when On the Rocks launched. From classics like Old Fashioned to seasonal creations like Peppermint Espresso-Tini, they make wonderful gifts to spread holiday cheer this season.
3. Handmade soap
Mount Lebanon Soap, Port Murray
The company creates beautiful natural cold-process soaps with pure vegetable oils, essential oils, and phthalate-free fragrances. A small family business, Mt. Lebanon Soap Company was created to support their adorable daughter Summer, born with Down Syndrome. In addition to providing her with valuable life and work skills, as she grows, profits go toward a special needs fund to ensure a stable future.
4. New Jersey and City Themed Handmade Ornaments
Variety of manufacturers
From wood to embroidery to ceramics, there are a variety of handmade ornaments to choose from. The store offers ornaments that represent New Jersey, your hometown, or commemorate a special moment (first home, newlyweds or baby).
5. Festive and coastal themed glassware
Marissa nailed it, Rockaway
Everyone has more space in their closet for these glasses. Made with non-toxic/food-safe epoxy resin with designs that mimic ocean waves, New Jersey shapes, and holiday themes on the bottom of the glass. They are beautiful to display and use.
6. Beach Sand Jewelry
Jersey State Line, Namasand and North Tides
If you love Shore (and who doesn’t?), this jewelry line incorporates beach sand into the design of bracelets, necklaces, and rings. Together, they provide a variety of price points and options to satisfy every customer.
7. Handmade Ceramics
Various Potters
Featuring the craftsmanship of several New Jersey potters, our pottery offers functional and unique gift options at a variety of price points. From mugs to berry bowls and a variety of serving pieces, there are so many beautiful options to choose from.
8. Vacation Bedding
Creations of Chance, Glen Ridge
Artist Susan Krien has created a creative, eco-conscious brand that draws on her love of gardening and nature. His designs are based on his colorful and original artwork that is transferred through a printing process onto various fabrics or papers. Every year, Susan offers new holiday designs that make wonderful gifts throughout the seasons.
The store’s uniqueness gave it global appeal. Yes, they ship Jersey-themed items as far away as New Zealand.
Miller estimates that online sales represent about 15% of all sales. And while he and Bologna would like to increase that number, they know that comes with challenges. Remember this is a small company.
“We are not Amazon,” Miller said. “We don’t have distribution centers; We don’t have free shipping and we can’t deliver orders in one day.”
They can, however, do everything small businesses do best: add a personal touch.
Each item sent is accompanied by a handwritten note from Bologna, the only one of the two that has legible handwriting, they joke.
That personal touch is why the store plans to skip Small Business Saturday — one of three big days for the store.
The other two? New Jersey National Day (July 27) and Christmas Eve.
“Believe me, on December 24th we will have a lot of men with their faces pressed against the door, looking for that last-minute unique gift,” jokes Miller.
Miller and Bologna will gladly accept the sale. They have the goods. That’s why they’re a small business success story.
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