JaZams, a Place for Books and Toys in Princeton

Joanne Farrugia says one of the best things about working as a massage therapist in New York City was knowing she was helping her clients relax and enjoy some de-stressing moments in the midst of their busy lives. 

Today, as the owner of jaZams toy store in Princeton, she loves going to work also knowing that she is helping to spread joy, mostly to children, but also to adults who could use a dose of de-stressing and relaxation as well.

“We sell fidget toys that are great for people of all ages and they’re great to keep on a desk, things like Rubik’s Cubes and Buckyballs that are rare earth magnets that come apart and repel,” Farrugia said. “Children learn from everything, so everything can be educational and we sell tools for them to learn. Those tools can be everything from a marble to a truck. We sell play and we sell fun.”

Farrugia’s partner at jaZams as well as in life is Dean Smith, and they are parents of four-year-old Felix, who often comes to work with them. 

“More than toys, he loves books,” his mother said. “We call him the book-eating boy. He thinks of this as his own personal lending library.”

The store has a wide selection of children’s books set up to invite browsing. “We have a bookstore within the toy store,” Farrugia said. “I love that we get to sell books. I feel that it is possible to have too many toys, but you never can have too many books.”

jaZams was located on Hulfish Street for 10 years before moving into its new location on Palmer Square in August, 2008. It appealed to Farrugia as a “great space with great light” and the increased square footage allowed her to expand an already extensive selection of books and toys. 

“I grew up in Hopewell and went to Hopewell High School, and we knew this town very well because it’s where I came when I was a teenager and child,” Farrugia said. “I love downtown Princeton because it’s a vibrant place to have a business. And when you’re done with work, you’re not in some parking lot. You can go out to dinner at any one of the great restaurants close by. You can get a cup of coffee and walk around the green—or 'the white' as my son calls it—when it snows. 

Farrugia and her family live in Princeton, which means that they only have one car because she and her husband can both walk to work.

“I love New York City but this is as close as I’ll get,” Farrugia said. “You get almost everything that is good about the city without the hassle. We walk to the library and the movies. I call Felix Forrest Gump because he can walk and run miles and miles. He hated the stroller as a baby and now he walks everywhere. Princeton is a great town for walkers.”

Farrugia acknowledges that there is a lot of competition today in the toy and book space, which is why jaZams tries to stand out from the crowd.

“We differentiate by having multigenerational stuff that is heirloom," she said. "It will last for years versus the kind that can last three weeks and then break, need batteries or the child might simply get bored. We are also so customer service- oriented. Our knowledge staff is up-to-date on infant and child development. They read most of the books; they know how to play with the toys. We gift wrap for free and we are happy to help you select your toys.”

Retail can be an juggling act especially when it comes to finances, and not everything is always fun and games, Farrugia said. 

“The money comes in and the money goes out,” she said. “But in the end, I can’t say I would want to do anything else. I love coming to work every day. We get to be with children and for the most part, people are really happy. It’s fun, playful. Our life here isn’t very long, so if you aren’t doing something you like, it’s not worth it."

jaZams, 25 Palmer Square East, Princeton

609-924-8697