On a day when it's too hot, cold, or rainy to be outside, there are few things I love more than browsing a bookstore. I've lost track of the number of amazing books I've found while just aimlessly scanning the shelves. And as much as the Barnes & Noble at my local mall has an amazing selection, there's something truly special about an independent bookstore. That personal touch is definitely present at what might be the most unique bookstore in New Jersey, The Nature of Reading Bookshop. This tiny Madison storefront is decked out in decorations designed to evoke the great outdoors, complete with many beautiful touches that make you feel like you've found that perfect outdoor nook under a tree to read a book - only without having to worry about mosquitos or rain!
One of the newest small businesses in Madison, The Nature of Reading Bookshop is a unique haven for literature lovers.
This small independent bookstore has a carefully curated selection of new and classic books for all ages. But that's not what makes it truly stand out.
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This bookstore is devoted to the celebration of nature, with countless plants being placed around the store.
A wide open window looking out at the outside lets the sunshine in, giving the entire place a brightly lit feel.
Around the small store, there are some surprising little enclaves for people to sit and read - including for the littlest readers.
It's the perfect place to spend a rainy day, looking for that next great book for your library with a unique green flair.
Have you visited The Nature of Reading Bookshop in Madison? Tell us about your visit to this unique bookstore in New Jersey in the comments section. The Nature of Reading website has more details on the selection, and keep an eye on The Nature of Reading Facebook page for info on upcoming events. While you're in town, find out why Madison is considered an amazing town to live in. If you've come a long way, consider checking in nearby at the Hilton Short Hills.
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.
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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.
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“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.
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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.
The Magical Place In New Jersey Where It’s Christmas Year-Round
Historic Smithville and the Village Green in New Jersey offer a magical Christmas experience with unique shops, holiday decorations, and seasonal activities.
Christmastime is magical: There's joy in the air, everyone is jolly and spreading good cheer, people are open to give and to receive, and neighbors are more neighborly. When you add to that wafting scents like fresh gingerbread cookies and pine trees, and beautiful ornaments... it's no wonder that it is a favorite time of year. Historic Smithville and the Village Green are magical as well. I remember my very first visit. I was instantly enchanted by the charming locale, excited to explore all the shops, I enjoyed good food, spent some time on the lake, and strolled around leisurely. Something about the village evokes a sense of nostalgia, though the gifts and goodies you will find may be quite modern. So what happens when you combine the two? A delightful experience you'll find only in New Jersey. You see, Historic Smithville is home to more than 40 unique shops, one of which celebrates Christmas all year-round. Come along we explore this enchanting New Jersey Christmas town and all that it has to offer during the holiday season!
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Welcome to Historic Smithville, NJ and The Village Greene!
Year-round this is one of the most popular places in New Jersey. Folks come from all over the state, as well as from further afield because its just that enchanting!
There is lots to see and do all over the property.
For a taste of a bygone era, be sure to stop by the carousel.
The Candle & Christmas Shoppe celebrates the magical holiday every day of the year, and is one of the most popular stores here.
Here you'll find everything you need to decorate your home for the holiday.
You can expect to find Santas and snowmen galore, along with all sorts of beautiful hoiliday ornaments. They also offer a wide array of specialty New Jersey-made gifts if you're looking for something unique for that special someone.
But this isn's the only place to visit here.
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There are dozens of other charming shops, offering a wide array of items to suit any need, desire, and lifestyle.
So be sure to grab some family and friends and head on out to the Village Green this year.
In season, Historic Smithville and the Village Green offer a holiday light show on the lake, talking Christmas tree, Mrs. Claus' cottage, Santa breakfasts, a miniature train ride, and more.
Have you ever been to this exciting holiday spot? If so, what was your favorite part? Would you agree that it is the best Christmas town in New Jersey? We'd love to read about your experience in the comments section below!