Now in its 10th year, the Just Jersey retail store in Morristown has proven to be a trailblazer for the buy-local movement.
For the last decade, co-owners Tina Bologna and Paul Miller have stocked their shop with goods made only by Jerseyans—much of it also Jersey-centric, with wares boasting the attitude the state is known for, folklore like the Jersey Devil, and iconic sites like Margate’s Lucy the Elephant.
“We were surprised that there was demand for not just Jersey made, but also Jersey branded,” admits Bologna.
Collecting Jersey makers in one place may seem like a no-brainer today, but in 2012, when Bologna created a print catalog of items by local crafters and artisanal food producers to sell for a school fundraiser, the idea was a novel hit, so she continued to expand. “I wanted to make a bigger impact,” she says.
In 2014, the first retail venture came in the form of a pop-up shop. Since then, the original 30-40 craftspeople have grown to more than 300, offering thousands of products.
“We’re like the gift shop of New Jersey,” says Tina Bologna. Photo: Andy Foster
The goods are as diverse as the state, with an inventory that includes greeting cards, jewelry, cookbooks, and a variety of home goods, from travertine coasters to tea towels and pillows.
“Each item has a great story,” Miller says. “From the sea-glass wall art done by an artist in Cape May to the hand-turned bowls made from storm-felled local trees.”
Stocked items from New Jersey makers include wall art, ceramic goods, handmade cutting boards, and much more. Photo: Andy Foster
Just Jersey has also become a go-to shop for corporate gifting. “We do a lot of gift baskets. We can create all kinds of themes,” says Miller, an experienced entrepreneur who previously owned a natural fruit juice chain as well as a store for triathlon enthusiasts.
One popular basket is the Italian sampler, which includes Jersey-shaped pasta, locally made Italian gravy, biscotti and more.
Photo: Andy Foster
“Every item here reinforces a company’s commitment to the place they call home,” says Miller. “New Jersey is important to our business’s customers, their employees and the surrounding community. Everything here reinforces the value of their brand.”
Students taking summer immersion trips are also regulars. “The students bring their international hosts gifts,” Bologna says. “We have stuff going all over: Japan, Spain, Portugal. They like to bring a bit of their state pride to share.”
Realtors, too, flock to Just Jersey. Where better to get a welcome gift that can be customized with your town and zip code?
Photo: Andy Foster
“We won’t let people forget there is more to Jersey than housewives and Sopranos,” Miller says.
Visit Just Jersey at 163 South Street in Morristown; 973-590-2820.
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