About French Novelty

Our Company

 

French Novelty 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 115th year with a reputation for unique, quality fashions, incredible values, and excellent customer service.

Our managers and associates play a very important role in our business.
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Neesh
Store Manager & Buyer

 

Neesh brings a bright, welcoming energy to every appointment and loves being part of each customer’s special moment. She has a natural talent for matching people with the dress that feels meant for them and is dedicated to helping each guest feel confident and beautiful. Along with managing our Cedar Hills location, she leads our Prom and Special Occasion buying, supports social media, and assists with special projects.

 

When she’s not dreaming of dresses in her sleep, she’s usually spending time with loved ones, decorating, watching her favorite shows, or enjoying a good book

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Mathew
E-Commerce & Operations Manager

Mat ensures every online order moves smoothly from start to finish. He closely oversees each step—ordering, receiving, processing, and shipping—so your purchase arrives quickly and effortlessly. With his dedication and attention to detail, you can always count on Mat to make your online experience simple and stress-free.


Outside of work, Mat enjoys spending time with his family, gaming, and befriending every dog he meets—he’s truly a dog whisperer!

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Amanda
Lead Stylist

Amanda is a versatile stylist who shines in every department—bridal, prom, pageant, and all things special occasion. She has a gift for understanding each customer’s vision and loves adding those perfect personal touches that bring a full look together. As our go-to accessory girl, she’s all about creating a complete, dream worthy style.


In store and out, Amanda is a handy woman and creative project queen. She adores spending time with her family, hanging with her pup Diesel, and baking treats the whole team looks forward to. We’re so lucky to have her.

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Kaylah
Stylist

Kaylah is the kind of stylist everyone hopes for, patient, attentive, and completely committed to helping you find the perfect dress for your special occasion. Her calming, friendly presence makes every appointment feel easy and enjoyable.


When she’s not styling, Kaylah is filling us in on the latest venues, beauty tips, and trends. She keeps the whole team feeling a little more in-the-know :)

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Laila
Stylist

Laila is our little fashionista! She’s warm, friendly, and has so much fun when it comes to prom styling. She brings the sweetest vibes to every appointment and has a natural ability to help customers feel comfortable and confident. Along with styling, Laila helps create fun social media and TikTok content that keeps our online presence fresh and stylish.


When she’s not in the store, Laila is usually rushing off to class. She’s currently studying psychology, proving she’s the perfect blend of brains and beauty. We absolutely love having her on our team.

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Mary Lou

 

Mary Lou brings decades of experience, warmth, and expertise to every customer she helps. With over 45 years as a French Novelty store manager and former dress buyer, she has a true talent for measuring, fitting, and finding the perfect dress for every special occasion.


After managing our Orange Park location and Cedar Hills location, Mary Lou now works part-time and you can still find her in the shop from time to time. Well known and loved throughout the community, she remains a treasured part of the French Novelty family.

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Pam

 

Pam brought care, dedication, and attention to detail to every online order, ensuring each one was processed with accuracy and care.
As our E-commerce and Operations Manager, she helped create an easy and reliable shopping experience that customers could always trust.


After more than 40 years with our company, Pam is now retired, but we’re lucky she still jumps in to help when needed. Her experience, heart for service, and lasting impact continue to be a cherished part of our story.

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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.

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Salim Mizrahi

November, 1919

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

inside our store circa 1920

1920's

A picture inside our store circa 1920.

French Novelty Shop on West Adams Street 1930

1930's

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.

French Novelty Shop Times Union Ad 1940's.

The French Novelty Shop 1940

1940's

The French Novelty Shop during the 1940's.

French Novelty Shop Times Union Ad.

French Novelty Shop Times Union Ad.

Grand Opening Ad 1952

August 15, 1952

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

French Novelty 1952

August, 1952

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

The Mizrahi family and company employees 1952

August 18, 1952

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

The French Novelty Shop 1954

1954

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

French Novelty 1960

1960's

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

French Novelty Country Shop Times Union Ad.

French Novelty Country Shop Times Union Ad.

French Novelty Country Shop 1970

1970's

Mannequin Modeling at our French Novelty Country Shop at Regency Square

 

Grand Opening 1986

1986

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

French Novelty 1990

1990's

French Novelty during the 1990's

Spring 2010 Mori Lee Trunk Show

2010

Spring 2010 Mori Lee Trunk Show

Our Customer Service Team 2011

10/25/2011

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

Jack & Nancy

Friday, October 28, 2011
Photo by WILL DICKEY/The Times-Union

French Novelty was featured on the front page of the Florida Times Union Business section. The family business was celebrating its 100th anniversary. Read more at Jacksonville.com .

Our Customer Service Team 2022

2022

Our Customer Service Team

Jen, Pam, Neesh, Mary Lou and Laurie

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