If you ever wondered whether the ‘Small Business Saturday’ initiative was more than just a marketing slogan — whether it actually had a bottom-line impact on business — ask the owners of the most unique store in the state.
Better yet, stop by ‘Just Jersey’ — the retail store just off the Morristown Green that sells products with a Jersey theme, or items created by New Jersey residents. The store, at 163 South Street, will be packed.
So said Paul Miller, who co-owns Just Jersey with Tina Bologna.
“It’s one of our biggest days of the year,” he said. “It far exceeds Black Friday for us. Friday is the malls and the big box; Saturday is for places like us.”
The truth is, there is no place quite like Just Jersey.
Consider the contents: Jersey-themed items abound, starting with coasters (name the theme or the star and it has it) are a big hit. As are the numerous food items (think pasta shaped like the state, Jersey Girl chocolate bars, handcrafted cookie mixes). There are T-shirts, jewelry, pillows, signs of all shapes and sizes (even a few made out of pieces of license plates, yellow and blue).
There are plenty of holiday ornaments, too.
The level of unique offerings never ceases to amaze: Where else could you get a ‘Real Housewives of Morris Plains’ apron?
It’s the reason why Just Jersey is a favorite of TV stations looking for a stand-up spot this holiday season — especially on Small Business Saturday.
Miller and Bologna offer another reason: Their store is not just about them – but the multitude of small business merchants from around the state who have their products on display there.
“We have more than 300 small businesses under one roof,” Miller said. “That’s who you are supporting when you shop here.”
Don’t be confused: While the concept of the store started as a holiday gift idea at the school where Miller and Bologna both had a child attending, Just Jersey is a 365-day operation. It has been since 2015.
And while Just Jersey is a small business, it courts big business.
Just Jersey has long been a go-to spot for corporate gift-giving, providing just the right ‘Welcome to Jersey’ gift box for any occasion. (Figure boxes cost between $75-$150 a piece.)
Boston Consulting Group and Horizon Blue Cross Blue Shield have long been customers, using the uniquely Jersey boxes as both onboarding items and holiday gifts.
In the past few years, realtors have discovered the store, often using its boxes as welcome gifts for new homeowners and thank you gifts for the 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. Handcrafted Cookie mixes and decadent hot cocoa varieties
Dry Goods Refillery, Montclair
A one-stop shop for all of your grocery needs and gourmet foods, package and plastic-free including bulk foods, produce, dairy, home cleaning products and more.
2. Cocktail Infusions
On the Rocks Cocktail Infusions, East Hanover
Two bartenders took their skills to mixing drink infusions during Covid, when On the Rocks was launched. From classics like Old Fashioned to seasonal creations like Peppermint Espresso-Tini, they make wonderful gifts to spread holiday cheer this season.
3. Handcrafted soap
Mt. Lebanon Soap, Port Murray
The company creates beautiful natural cold process soaps with pure plant-based oils, essential oils and phthalate free fragrances. A small, family-run business, Mt. Lebanon Soap Company was established to support adorable daughter, Summer, born with Down Syndrome. In addition to providing her valuable life and work skills, as she grows, the proceeds are set aside into a special needs trust to secure a stable future.
4. New Jersey and town-themed Handmade Ornaments
Variety of makers
From wood to embroidery to pottery there are an array 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 new baby).
5. Holiday and Shore-themed Glassware
Marissa Nailed It, Rockaway
Everyone has more room in their cabinet for these glasses. Made with non-toxic/food safe epoxy resin with designs that mimic ocean waves, New Jersey shapes, and holiday themes in the bottom of the glass. They are beautiful to display and use.
6. Beach Sand Jewelry
Jersey State Line, Namasand and Northern Tides
If you love the Shore (and who doesn’t?), this jewelry line incorporates actual beach sand into the design of bracelets, necklaces and rings. Together they provide a range of price points and options to satisfy every customer.
7. Handcrafted Pottery
Multiple Potters
Featuring the handcrafted work of multiple New Jersey based potters, our pottery provides functional, one-of-a-kind gift options at multiple price points. From mugs to berry bowls to a variety of serving pieces there are many beautiful options to choose from.
8. Holiday Linens
Happenstance Creations, Glen Ridge
Artist Susan Krien has created a creative and eco-conscious brand that is built on her love for the garden and nature. Her designs are based on her colorful, original art that is transferred through a printing process to the various fabrics or paper. Each year, Susan offers new holiday designs that make wonderful gifts throughout the seasons.
The uniqueness of the store has given it a global appeal. Yes, they send Jersey-themed items as far away as New Zealand.
Miller estimates on-line sales make up about 15% of all sales. And while he and Bologna would like to increase that number, they know it comes with challenges. Remember, this is a small business.
“We’re not Amazon,” Miller said. “We don’t have distribution centers; we don’t have free shipping, and we can’t turnaround orders in one day.”
They can, however, do whatever small businesses are best at: Add a personal touch.
Each shipped item comes with a hand-written note from Bologna, the only one of the two who has legible handwriting, they joke.
That personal touch is why the store figures to be jumping on Small Business Saturday – one of three huge days for the store.
The other two? National New Jersey Day (July 27) and Christmas Eve.
“Trust me, on Dec. 24, we’ll have plenty of men with their faces pressed up against the door, searching for that unique last-minute gift,” Miller jokes.
Miller and Bologna will gladly take the sale. They’ve got the goods. It’s why they are such a small business success story.
