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 101st year with a reputation for unique, quality fashions, incredible values, and excellent customer service.

Established in 1911 - we are celebrating our 101st year in business!

French Novelty is proud to announce the Grand Opening on January 07, 2013, of its new online store, promdresses.frenchnovelty.com, featuring all the popular Prom Dresses for 2013! Prom Dresses by French Novelty showcases our exciting prom dress designer collections in one convenient location to enhance your shopping experience.

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.

Agatha

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

10-25-2011

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

2010

Our Customer Service Team: Danielle, Mary Lou, Chareece, Gloria, and Pam (not pictured)

1920's

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

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.

1940's

The French Novelty Shop during the 1940's.

August 15, 1952

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

August, 1952

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

August 18, 1952

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

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!)

1960's

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

1970's

Mannequin Modeling at our French Novelty Country Shop at Regency Square

1986

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

1990's

French Novelty during the 1990's

2010

Spring 2010 Mori Lee Trunk Show

French Novelty is UpFront