You can take Paul Miller and Tina Bologna at their word. They call their eclectic Morristown store Just Jersey, and indeed every single item in their 1500 square-foot space—food, jewelry, clothing, books and home goods—is grown or made in the Garden State.
Paul Miller and Tina Bologna
Foodwise, you’ll find granolas, condiments, pastas, sauces, salts, oils, candies, coffees and even beef jerky made by small, artisanal producers in the state.
The idea for the shop, which opened one year ago, grew out of a catalog that Bologna, the mother of three young children, developed as an alternative to the usual school fundraiser. Miller and Bologna are consultants in community-based projects improving the environment and sustainability to build a strong local economy.
“Initially it was a pop-up,” says Bologna of the store. “We wanted to test the concept in Morristown,” where they both live. “The response was very positive.”
They started with 40 New Jersey vendors, and now display the wares of 140 merchants “from Cape May to Sussex County,” with new products constantly being added. They still work with schools, offering 30 percent of their profits; but the store is their primary focus.
Right now they are busy fulfilling orders for their Jersey-themed gift boxes. The Taste of Jersey box ($80) is filled with maple syrup, ketchup, raw honey, sea salt, jam and chocolates. The Jersey Devil ($58) contains a spicy mix of hot sauces, mustards, ketchup, barbecue sauce, salt and jerky.
photo courtesy Alex Wilson Design
Any box can be customized with products carved in the shape of New Jersey, such as cutting boards, napkins and jewelry.
“We found out early and often that there is a lot of Jersey pride, in part to offset all the negatives that we hear from late-night comedians, television shows, politicians,” Miller says. “Now we’ve got Jersey [shaped] chocolate, wood, gold, silver and leather.”
Just Jersey aims to support micro economies by connecting artists to people interested in buying local products and willing to offer feedback to help vendors fine-tune and grow their businesses.
“We have been fortunate to find so many talented artists, chefs and farmers,” says Bologna. “Their products are made in small batches, and a lot of love goes into each one. It really highlights the best of New Jersey.”
Just Jersey
163 South Street
Morristown
973-590-2820
justjerseygoods.com