This Shop Works Like a 'Charm'

When I walked into the front door of the gift shop, I had that eerie feeling that I was that one middle aged guy sitting in the audience at one of Oprah’s television broadcasts surrounded by a circle of excited ladies who were about to win a prize. But that unsettling nervousness faded as I was asked by one of the store associates, who said, “Hi there! Let us know if there is anything we can help you with.”

This was among my first forays into one of Cranbury’s most successful and inviting shops on Main Street, since my wife had left her wish list for the holiday at the front desk. I was about to learn how the locals — as well as others in Central New Jersey — have discovered a gem of a gift, jewelry and accessories emporium, .

An eager crowd of ladies scurried about the many display cases and tables looking for jewelry, a new handbag or a complementary scarf or pin to add to that special outfit. Though I was unable to speak with the owner herself, Claire Morris, I was fortunate to learn the long history of her gift and jewelry emporium from the shop’s manager, Kristin Moore.

“Claire first sold her jewelry and accessories from her home in West Windsor, but when her business blossomed, she relocated across from the post office for a number of years,” Moore said. As Morris built a loyal following for her Vera Bradley bags and the highly prized Brighton line of jewelry, she moved to the present location at 33 N. Main St. in August 2009.

For years, this address housed the venerable Cranbury Hardware store. I recalled getting help from Rocco there, picking out just the right nut and bolt. Now there are bolts of fabric. Men used to come to Rocco to cut a key; now men arrive to find that perfect bracelet or necklace that may be the key to a special lady’s heart.

Where there used to be galvanized nails, there is more nail polish.

Now women come to Claire’s shop to find just the right Vera Bradley bag or Brighton jewelry that matches their favorite colors or patterns.

Moore also pointed out the original wooden floors from the hardware store and a blackened section of the wood near the entrance. I recalled that this was the spot where Rocco grinded out many of Cranbury’s house and shed keys.

“Those burn marks have now been covered with this display table but they’re still there!” an informative Kristin Moore added.

Claire Morris and her attentive sales team have developed quite a following and her gift and jewelry shop can be a favorite lunchtime stop for those who work in the area. Any successful business is usually preceded by many years of perseverance and the development of a loyal following. 

“About 75 percent of the items here can be purchased at the mall chain stores but we focus on customer service and taking the time to meet our clients’ individual needs,” Moore said.