Shelly's Jewels has been locally owned and operated by Rashelle "Shelly" Ryant since its inception. After moving from Paramus, NJ over 15 years ago, we started as a booth on Ocean Avenue in West End, NJ. We then moved to a bigger booth on Brighton Ave, until we finally built up a large enough reputation and inventory to open up our own store at 55 Brighton Avenue. We were there for over 5 years until the unexpected happened: in February 2012, a large and devastating fire burned down more than 50% of the block. As terrible and difficult of a time as this was, Shelly's Jewels did not give up. We reopened that July in a bigger and better location nearby on 2nd Ave, where we remain until this day.