About Us

Who we are?

SOFIA is a jewelry & accessories store located in the heart of Downtown New Brunswick, New Jersey. We are a family owned & operated small business. Since 2012 we've been offering fashion essentials for women, men and kids. We believe everyone deserves high quality stylish pieces at accessible prices. Our unique and trendy selection of jewelry & accessories will for sure bring more fun and joy to your everyday look. We strive to provide our customers with an exceptional service that meet all their needs.  

Who is Sofia?

Hello!  My name is Joselyn (I know... you'll meet her soon), Owner of J&J Fashion Accessories, LLC DBA/ SOFIA. I born and raised in the beautiful island  of Puerto Rico. Came to USA in 2009; I started my business early 2012 when I was pregnant with my now 7 years-old precious daughter Sofia Amelie (yes, she's the real boss). The main purpose and motivation for having my own business was to be able to keep working and take care of my daughter full time, and the only way was being my own boss. At the beginning I started selling jewelry & accessories door-to-door, and at fairs & festivals, but with the support of mine & my husband's family, that already had the same kind of businesses in Honduras, and with my confidence, preparation and expertise in Marketing & Public Relations, a few months later we opened our storefront in the heart of Downtown New Brunswick, NJ and name it after my daughter, SOFIA

I also started hand crafting jewelry just a few months ago, on April 2019, when I traveled to Honduras’s to visit my husband’s family and felt in love with the colors and styles of their handmade designs.
Hope you love our store as much as we Love to have you here! #thanksforsupportsmallbiz  #apoyalolocal