An Insider’s Guide to the Jersey Shore

Hey GOLDA Gang! As everyone prepares to ship off to their summer vacation spot of choice, we tapped Esther Levy-Chehebar, author and year-round resident of Deal, NJ, to give us the inside scoop on the Jersey Shore. While you might associate the Shore with a certain aughts reality show, the northern stretch around Long Branch, Deal, and Allenhurst is home to a thriving Jewish community and chic local businesses. Here are some of her top spots (all of which, it should be noted, are owned by Jewish women). 

And if you still haven’t picked your beach read, be sure to grab a copy of Esther’s new novel, Sisters of Fortune. We love it, and we think you will, too. 

Now, over to Esther for her Jersey Shore picks.

Roots and Remedies

I want so badly to commit to the MAHA movement, but then my eye catches the iridescent glow of a blue Oreo pack and my will to live healthfully goes out the window. However, on my best days, I do aspire to treat my toddler’s swollen gums with chamomile, soothe my sore throat with honey and knock my husband out with a homemade tincture of lavender, magnesium and lemon balm. And on those days, I visit my friends at Roots and Remedies. 

Nestled within a small shopping strip across from the Elberon train station, Roots and Remedies is owned and operated by childhood-friends-turned-herbal-remedy maestros, Freda Laniado and Michelle BenDayan. All of their products are K for KOSHER and made from wholly natural and organic ingredients. A few of my favorites include their Cough Kicker (the entire Flu remedy lineup is truly all-star), Everything Stick (for those wtf is that rashes and such) and their Immune Booster (hello elderberry syrup). And in case I needed another reason to linger by their carefully curated shelves, Roots just opened its own café in store. Don’t sleep on the Mocha Mushroom Latte. Open year round.

Bloombar Café et Fleurs

With two locations in Brooklyn, four on the Jersey Shore and another coming soon to Fair Haven, Bloombar seems to be popping up everywhere. The brainchild of entrepreneur Heleyne Tamir, Bloombar Café began as a flower market in Oakhurst, NJ. What started as a seed for an idea during covid has quite literally blossomed into a burgeoning business. Chances are that before even stepping inside one of Bloombar’s locations, you’ll have seen its trademark pink and green plastic cups all up and down the Jersey Shore, bright earthy matcha sloshing around inside. Bloombar is famous for its matcha lattes, but its curated selection of housewares and dried flowers are not to be overlooked. Don’t skimp out on the pastry counter either, where you’ll find an array of sweets from the community’s finest bakers. As far as I’m concerned, Bloombar can take all my money. Open year round. 

Millo’s Jewelry

With two locations in Brooklyn and Deal, Millo Haddad’s eponymous storefront has grown from a chic jewelry counter to a delightful boutique featuring the best in beauty and both fashion and fine jewelry. Millo’s expert curation is on full display here, sitting at the intersection of luxury and cool. And of course, it wouldn’t be a women-owned business on the shore without a café, and Millo’s does not disappoint. With drinks that look almost as good as they taste (think strawberry spirulina matcha) and a fridge stocked with fresh salads and wraps made by local community chef Julie Ebani, Millo’s is a must-go on your next trip to the shore. Don’t sleep on their piercing parties, either. Open seasonally. 

Parci Parla

Amongst the many superpowers inherited by Syrian Jewish women, is the power of entertaining. It’s a widely held belief that a beautiful table is just as important as the meal itself, and Parci Parla is where you go to achieve one. Sherry Kassin’s store is so beautifully curated, and her incredible eye is on display in every corner. From Christoffel silver to LSA cake stands, Parci Parla is the mecca of high end home décor. 

Doru Pilates

If you want to get your ass kicked by a reformer but laugh while doing it, visit Doru. The boutique studio offers contemporary Pilates classes with an athletic twist. Its owner, Lauren Ginsberg, named the studio after her beloved grandfather, a Holocaust survivor. The energy in the room is warm and competitive and encouraging, plus the merch is perfect and guess what, you can stop by its neighbor, Roots and Remedies, for some magnesium balm to sooth your muscles afterwards. You will need it. Open all year round. 

T/Shirt Shoppe / Lori Kassin Jewels 

This dynamic duo began in Brooklyn, expanded to Allenhurst, NJ, and now counts Madison Avenue as a new home. Half the store is Lori Kassin, a jewelry designer and curator who has recently ventured into the ever-expanding lab grown diamond industry. The other half is T/Shirt Shoppe, which is exactly what it sounds like except it’s more. So much more. If, like me, you find yourself on the never-ending quest for the perfect white t-shirt and jeans, look no further than T/Shirt Shoppe. With brands like Agolde, Perfect White Tee, Eterne and Free City, owners Ashley Feldman and Ginette Gammal understand the importance of the elevated basic. Open year round. 

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We’ve got some more summer fun lined up before Labor Day (very rudely!!) comes around. Until next week…

Stay GOLDA!