The coronavirus pandemic has affected every aspect of life in Jersey City. Small businesses, in particular, are facing unprecedented challenges. So we’re spotlighting the local businesses that make Jersey City the melting pot that it is today. We’re kicking off our series with Noellery, a jewelry shop located in downtown Jersey City.
“When you walk into one of my stores, you will see my heart and soul on display,” says Noel Do. The Jersey City resident runs a one-woman jewelry business called Noellery. Do opened her first shop in Hoboken in 2015. That was followed by her Jersey City shop in 2017 and most recently a third shop in Montclair. With Mother’s Day just a few weeks away, Do is here to help us pick some Mother’s Day gifts for every budget.
Noellery
321 Grove Street (btwn Columbus & Newark Ave.)
www.noellery.com
How did the idea for Noellery come about and what led you to expand to Jersey
City?
Noel: A lot of people ask what Noellery means. The answer is pretty simple. My name is Noel and I love jewelry. Blend those together, and you got Noellery. My decision to expand into Jersey City wasn’t planned. I stumbled upon a vacant space which happened to be Coldwell Banker, and decided to go for it based on my forecast on how that location could potentially perform. The vacant space at the time, checked off everything I looked for. Based on feedback from my existing customer base in Hoboken, expanding into downtown Jersey City just made sense for Noellery.
Tell us a little bit about Noellery.
Noel: When you walk into one of my stores, you will see my heart and soul on display. I put a lot of thought into the design of the space and the product offering, one that I hope my customers will enjoy. The light, the colors, the materials and marrying that all in with
jewelry — it has been an ongoing passion project of mine that makes me happy. Hand
me a blank canvas, and I promise I’ll make it pretty. Creating is just my thing.
What are some of the challenges you face as a business owner?
Noel: With each setback, I’ve learned more about myself and my business. Entrepreneurship is not for the faint of heart. It can get tough, ugly, and it’s not easy — which is why you see a higher-than-average failure rate. You have to do everything, literally everything, and sometimes you’ll burn out. Despite the challenges, I know that deep down I was built to take on that risk and run my own company. Life is way too short not to pursue your passions. If not now, then when? Noellery has been one of my most challenging yet fulfilling adventures, and I’m so thankful that it has been well received.
“When you walk into one of my stores, you will see my heart and soul on display.”
How do you pick what’s sold at each shop?
Noel: I’m really selective with what I carry, and who I decide to carry or work with. That took time to learn (to say no), but you really need to stick with the vision you have for your product selection and occasionally sway away from it when it makes sense to. When you open a business, you receive so many sales pitches asking if you could carry their product. You don’t have to say yes. At the end of the day, the numbers have to make sense. A lot of my inspiration comes from traveling. I love art, nature, and am a huge history buff. I curate the collection based on my analysis of trends and what my customers look for.
Mother’s Day is just around the corner. What gifts do you recommend?
Noel: We have necklaces, earrings, and bracelets just to name a few ideas. A beautiful pair of pearl earrings with a Mother’s day message always makes a sweet gift. We also have a bracelet that says “Dear Mom: I love you” that I recommend for those who are watching their budget. It warms my heart to see customers put thought into their gift choice, and we’re always here to help with ideas. If you shop online, we can gift wrap with a custom handwritten note for the recipient and ship it out right away.
How has the coronavirus pandemic impacted your business?
Noel: Since our physical stores cannot be open, we have been dedicating our efforts to our
online channel, which has been a work in progress for some time. E-commerce is a
different ball game, and this shutdown is teaching me how crucial this channel actually
is, at not just this moment, but also for our viable future.
How can people shop Noellery?
Visit our website. We’re offering free shipping during the shutdown with code “STAYHOME”. You can subscribe to our email list on our website to stay posted on new developments and styles.
What’s the most important thing residents can do right now to support small
businesses?
Noel: Don’t forget about us and spread the word. Stay in touch with us virtually, and if you are in a position where you can shop — shop online with us. The circumstances that we are
faced with right now are scary and unusual, so I think it’s important for everyone to stay connected and be a helpful resource whenever they can be. If you want to send
someone a little gift to cheer them up at this time, we’re open online for you.
Want to be featured in our next spotlight? Drop us a DM or e-mail us at JCUpfront@gmail.com.
