Jellycat and Adorn Me

I swear every time I am in Adorn Me, located in Newtown, a gaggle of young teenage girls swarm into the store and makes a beeline for the Jellycat display. Their teenage girl energy is palpable and hilarious. They giggle, get vocally excited if a peanut or carrot is on display and generally appear to be part of some teenage underground conspiracy to collect these Jellycat products.

And for the folks not attuned to the consumer demand of teenage girls, and young women in general, the Jellycat rage is centered on the cutest and softest stuffed – well you name it. The product line seems endless - everything is stuffed - from animals to desserts to vegetables. Yes vegetables, with names like Amuseables Carrot and Amuseable Potato. I never thought a potato was cute, but the Jellycat ones at Adorn Me are ridiculously cute.

This enthusiastic energy is pervasive at Adorn Me. Like the teenage girls, I have seen many shoppers of all age groups get excited about the myriad of products there. As the owner Connie says, “there is a gift for everyone here.” And isn’t that true. From fashion jewelry to cozy pajamas to unique home goods. Don’t get me started on the baby gifts.

Adorn Me opened in 2014 on State Street in the Newtown Borough. It was basically an 800 square-foot Alex and Ani store. Remember Alex and Ani, they were here one day and gone the next. Connie smartly saw this and quickly pivoted to selling other products.

Growth in the sleepy Borough proved to be difficult and having a small store made it even more challenging. It was time to move. In 2020, at the height of the pandemic, Adorn Me moved to Newtown Square and became bigger and better.

But bigger and better is only part of the story. Connie and her team create an experience for shoppers. And this has led to friendships, loyalty and just good fun when one steps into the store. Because spending money on gifts for others or yourself should be fun.

You see we humans need to interact with one another in person. More now than ever. It’s nourishment. And it is wonderful to watch a customer walk into Adorn Me and hear a genuine and joyful greeting from whoever is working. Many customers are greeted by their first name and get a hug. Human interaction – nourishment.

I have heard some say, “this is my happy place". Some might “shop” for an hour but are really just hanging out. And that’s the way it should be. We need more of it. Find me someone who got a hug from the Amazon driver. Nothing against the driver, they are on the clock and human interaction is not part of the algorithm.

Connie endeavors every day to create the best experience for whoever steps through the door. And it comes easily because she loves it and exudes this, as does her team. It’s obvious they are having fun. Just like the teenage girl mafia looking for the latest Jellycat.

By Virginia Sanderson