About Us

Our Company

Our company is a family owned business, started by the current owner's grandfather, in 1911, with a store in downtown Jacksonville, Florida. The first store specialized in fine handmade blouses, linens, and ready-to-wear garments. When the second store opened in the 1920's, also in downtown Jacksonville, it was named French Novelty, since many of the items carried were imported from France, which was considered to be the fashion capital of the world. Of course, "novelty" stood for new. The Mizrahi family still operates French Novelty stores serving Jacksonville, North Florida, South Georgia, and now serving customers worldwide as we celebrate our 103rd year with a reputation for unique, quality fashions, incredible values, and excellent customer service.

Established in 1911 - we are celebrating our 103rd year in business!

1911-2011: celebrating our 103rd year in business!

French Novelty in the Florida Times Union

 Friday, October 28, 2011 

French Novelty was featured on the front page of the Florida Times Union Business section and we wanted to share it with you.

French Novelty was featured on the front page of the Florida Times Union "Business" section



Jack and Nancy Mizrahi in their French Novelty dress shop in Cedar Hills Tuesday, October 25, 2011 in Jacksonville, Florida. The family business is celebrating its 100th anniversary.

Read more at Jacksonville.com .
Photo by WILL DICKEY/The Times-Union




Salim Mizrahi in front of his first store - french novelty, founded in 1911 in Jacksonville, FL

November, 1919

To the right is a picture of our first store in 1919, with the founder, Salim Mizrahi, standing in the doorway.

(See more historical photos below.)


Our Business Philosophy

We shop the major fashion markets to bring you unique social occasion fashions that can only be found in specialty stores and boutiques. We negotiate the best prices from our vendors to bring you the best values every day. French Novelty is known for its commitment to personalized customer service for five generations.



Our Customer Service Team

Our managers and associates play a very important role in our business.

Mary Lou

Mary Lou manages our store at Cedar Hills Shopping Center. She has been a French Novelty store manager for over 30 years. She carefully selects all of our beautiful Prom, Pageant, and Formal evening dresses. Mary Lou is an expert in measuring and fitting you in that perfect dress for your special occasion.

Gloria and Susan

Gloria and Susan are our Bridal stylists. They look forward to helping you select the perfect Bridesmaid dresses for your special day.

Pam

Pam is our Operations Manager who closely supervises every aspect of your purchase to insure that it is ordered, received and processed in the most timely manner. She has been with our company for over 30 years.

Darlene

Darlene manages our French Novelty at the Dunn Avenue store. From her years of being a regular customer, she will offer you the customer service experience you have come to expect from French Novelty.



Our Customer Service Team

10-25-2011

Our Customer Service Team: Darlene, Susan, Nancy, Mary Lou, Jack, and Pam


Our Customer Service Team

2010

Our Customer Service Team: Danielle, Mary Lou, Chareece, Gloria, and Pam (not pictured)
Inside of early store - circa 1920 in Jacksonville, FL

1920's

To the right is a picture inside our store circa 1920.


French Novelty Shop on West Adams Street, 1936, in Jacksonville, FL

1930's

To right is a photograph of the French Novelty Shop on West Adams Street, two blocks away from our first store on Laura Street.


French Novelty Shop Times Union Ad 1940's.
The French Novelty Shop during the 1940's.

1940's

The French Novelty Shop during the 1940's.



French Novelty Shop Times Union Ad.


Grand Opening Ad in 1952 on 119 West Adams Street in Jacksonville, FL


August 15, 1952

Grand Opening Ad for the Opening Night of the "New" French Novelty.






French Novelty in 1952 on 119 West Adams Street in Jacksonville, FL

August, 1952

The photo on right was taken in 1952 when French Novelty moved a block west on 119 West Adams Street.


 Mizrahi Family and Employees in 1952 on 119 West Adams Street in Jacksonville, FL

August 18, 1952

The Mizrahi family and company employees  taken at the opening of the downtown store.

 The French Novelty Shop in 1954. The Adams Street store had a turnout that wound around the city block
when Clarabell from the Howdy Doody Show appeared during a special event. (Click on photo to see Clarabelle!)

1954

The French Novelty Shop when Clarabell from the Howdy Doody Show appeared during a special event in 1954. (Click on photo to see Clarabelle!)



 French Novelty at Lakewood Shopping Center

1960's

French Novelty at Lakewood Shopping Center in the early 1960's




French Novelty Country Shop Times Union Ad.

 French Novelty Country Shop at Regency Square

1970's

Mannequin Modeling at our French Novelty Country Shop at Regency Square



French Novelty 75th Anniversary in 1986.

1986

Celebrating our 75th Anniversary and the Grand Opening of our remodeled Orange Park Mall store.


 French Novelty during the 1990's

1990's

French Novelty during the 1990's


 2010 Mori Lee Trunk Show

2010

Spring 2010 Mori Lee Trunk Show




French Novelty is UpFront