Jersey pride runs deep. It’s easy to see why, too, especially if you’ve spent any time in the Garden State. From the natural beauty of its beaches and majestic Pine Barrens to the delicious food and the diversity and tenacity of its residents, New Jersey is a gem that you really have to experience to appreciate. Once you do, you’ll understand how Just Jersey catapulted from a fundraising catalog selling Jersey-made products to a popular storefront, an online shop, and one of the best small businesses in New Jersey.

Interested to learn about other unique American small businesses? Our Small Business Spotlight series highlights the often-overlooked work of small business owners across the country, from Maine to Southern California.

Just Jersey began as a simple concept. Co-owners Tina Bologna and Paul Miller created a catalog of locally made and handcrafted products, featuring everything from apparel to souvenirs, that schools could use for fundraising. Part of the business's success would, arguably, depend on that pride of state for which New Jerseyans are known.

By 2014, just two years after Just Jersey in New Jersey launched, the catalog was doing so well that the co-owners decided to test a brick-and-mortar concept by introducing a pop-up shop during the holiday season. The rest, as they say, is history.

Today, those in search of a unique gift can head over to Just Jersey’s brick-and-mortar shop in Morristown or stock up on Jersey-made goods – home décor, accessories, and more – at the online shop. Both feature products from more than 300 New Jersey-based artists, makers, and small businesses.

The stories of the makers, including a father and daughter duo who sell laser-engraved items, are as unique as Just Jersey.

“Our most popular products are our gift boxes, which are made up of a selection of New Jersey-made specialty foods,” Bologna says. “We ship them all over the country and many companies now purchase these boxes to support their corporate gifting whether it’s for talent acquisition, relocations, or employee and client gifts.”

Whether you’re a lifelong New Jersey resident, have lived there short-term (as I have), or have been a visitor who has fallen head over heels for the Garden State, you’ll find just the right item – from New Jersey license plate trays to t-shirts and hats – to show off that love.

While Jersey pride may contribute to the shop’s success, Bologna and Miller’s openness to listen to their customers undoubtedly plays a significant role in the small business in New Jersey’s continued growth and popularity.

“Our customers requested more and more New Jersey-themed items, and we have passed along these suggestions to our artists and makers,” Bologna says. “Now you can find New Jersey represented in many ways, from chocolate to wood and many things in between.”

That willingness to become partners with both customers and makers helped the duo navigate the challenging days of the pandemic that saw mandatory shutdowns and consumer spending on a downswing. In 2020 alone, an estimated one in three businesses in New Jersey shut due to the often insurmountable challenges of COVID. Just Jersey survived, in part, because, “We learned a lot about the need to pivot and respond to changes that may be out of our control,” Miller says.

But it’s also how the Just Jersey owners approach the business that have helped it become one of the best small businesses in New Jersey. “Every day is different and brings new challenges and opportunities. As such, there is continuous learning and growth that takes place, enriching life beyond the business as well,” Bologna says.

Bologna and Miller also work hand-in-hand with a variety of organizations as a way to give back to the community that has supported them for more than a decade. They’re currently working with several organizations that sell products created and assembled by neurologically divergent adults.

“Our customers love hearing stories about the makers of our products and really appreciate the opportunity to support these organizations through their purchases,” Bologna says.

The photo above includes Bologna and Miller with residents of Cohome, who sell birdhouses at Just Jersey.

Many thanks to owners Tina Bologna and Paul Miller for sharing Just Jersey history and story for the 2024 Small Business Spotlight. Learn more and support this iconic New Jersey shop by visiting Just Jersey’s Facebook page.

Of course, Just Jersey is one of many amazing businesses in New Jersey that’s doing great things in the state. If you have another business you’d like to see profiled on Only In New Jersey, please nominate them for a chance to be featured. And be sure to follow Only In New Jersey on Facebook and Instagram to stay in the know on the state’s events, restaurants, local businesses, and hidden gems.