Brick-and-mortar retailers have been migrating to the internet for a long time. But a new Morristown shop is bucking that trend.
Just Jersey began life in 2012 as JustJerseyCatalog.com, a site that sells gift items and foods from the Garden State to raise money for area schools.
Now, Morristown mom Tina Bologna and longtime friend Paul Miller are testing the idea in a rented storefront on 163 South Street, at the bustling intersection of Elm Street. They will be there through early January 2015, selling 300 products from 40 New Jersey vendors. A portion of proceeds from special events and promotions will be donated to local nonprofits.
If the whole thing takes off, Tina and Paul will consider a longer run.
“A lot of people asked if they could buy items outside of the catalog,” Tina, the catalog’s founder, said at Just Jersey‘s “soft launch” on Tuesday. “I figured we would test the concept for a limited time and evaluate it.”
The official opening is planned for Friday, Nov. 28, 2014, from 5 pm to 8 pm.
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“I’ve wanted to contribute to the retail landscape here for some time. I would love more sustainable, green businesses in town,” said Paul, board president for the nonprofit Sustainable Morristown.
(Disclosure: The Sustainable Morristown website once resided on MorristownGreen.com.)
In keeping with the sustainable theme, one of Just Jersey’s vendors, Rooey Knotts Designs of Morristown, “upcycles” old neckties into flashy creations.
Other local vendors include landscape photographer Pam Hasegawa, fragrance maker Christine Volinsky and Glassworks Studio.
The shop offers an eclectic mix of Jersey-made items: Artworks, jewelry, winter hats, sporty dog collars.
Tina and Paul met through their involvement with the Unity Charter School in Morris Township, where both have served on the board. Tina is former executive director of the Harding Land Trust. Paul is former coordinator of Morristown’s Office of Sustainability; he runs a consulting business, Innovative Thinking LLC.
They are planning a series of soirees — talks by local authors, basket-weaving demonstrations, and so forth — to introduce people to Just Jersey.
The online catalog was Tina’s answer to school bake sales that consumed her spare time while raising three kids. E-commerce enabled her to support schools while promoting the “shop local” ethos that she holds dear.
“I’m excited,” she said of the new venture. “I had a personal relationship with most of the [catalog] vendors. It’s nice to continue to work with them.”
Great idea and what a smart approach to testing the appeal of a storefront.