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 three French Novelty stores serving Jacksonville, North Florida and South Georgia for over 97 years with a reputation for unique, quality fashions, incredible values, and excellent customer service.

Our Business Philosophy

We shop the major fashion markets to bring you unique fashions that cannot be found in other stores. We negotiate the best prices from our vendors to bring you the best values every day. We also make opportunistic purchases on many wanted fashion items and pass the incredible savings to you.

Picture

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

Our Employees

Our employees play a very important role in our business.

Mary Lou

Mary Lou, who managed our Orange Park Mall store, is now managing our Cedar Hills store. She has been a French Novelty store manager for over 20 years. She helps in the selection of our beautiful Prom and Pageant dresses. Mary Lou is an expert in measuring and fitting you in that perfect dress for your special occasion.

Agatha

Agatha manages our French Novelty at the Dunn Avenue store. Her French accent gives a refreshing charm to your shopping experience.

Charles

Charles is the general merchandise manager at both of our Ice Lady locations. His many years of retail experience and customer service make you feel right at home from the moment you walk in the door.