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Since opening in 1966, The Yellow Door has blossomed from a charming, small 500 square foot gift shop in Flatbush, Brooklyn into a beloved retail destination, welcoming customers from across the country to its multiple Brooklyn, Lakewood, and Monticello locations as well as online.

IThe Yellow Door's original mission continues to shine: offering unbeatable prices, showcasing leading international jewelry and giftware brands, and providing warm, small-town-style customer care that's increasingly treasured today.

While many family businesses face challenges in evolving markets, The Yellow Door has flourished under the inspired leadership of second-generation owner Luna Bijou Zemmol. Formerly the lead jewelry buyer, Luna now guides the business with her husband Jonathan Zemmol, bringing a fresh focus on today’s fashion-forward styles.

Under second-generation owner Luna Bijou Zemmol (daugher of founder Sallee Bijou) and her husband Jonathan Zemmol, The Yellow Door evolved from its cozy neighborhood shop into a premier destination for curated luxury. Luna’s years as the store’s lead jewelry buyer shaped a brand recognized for refined taste, quality craftsmanship, and personal care. Together, Luna and Jonathan expanded the business and introduced 14 and 18k Fine Gold Jewelry, GIA Certified mined diamond jewelry, Lab-Grown Diamonds, MacKenzie-Childs, Michael Aram, Baccarat, and other world-renowned lines .

Representing the third generation, Sally Rose Hoffman brings digital fluency and modern style to The Yellow Door’s next era. She leads the brand’s online store, digital marketing, and social media presence, connecting with new audiences while honoring the authenticity and service that define The Yellow Door experience.

The Yellow Door's flagship Brooklyn store on Avenue M now spans over 6,000 square feet -- showcasing the full range of fine 14k and 18k jewelry and diamonds, fashion jewelry, and designer decor. In 2021, The Yellow Door opened in Lakewood, New Jersey in the Seagull Square Plaza to serve their expanded community living year-round in Lakewood.

For over 40 years, The Yellow Door operated a resort store on the Jersey shore in Deal, New Jersey. Beginning in Summer, 2025, that tradition moved north to a new seasonal location in Monticello, New York, bringing The Yellow Door's curated collection to the bucolic Catskill Mountain resort community.

As The Yellow Door celebrates six decades of growth, the brand proudly announces the purchase of Onyx Fashion Jewelry, transforming it into a second Brooklyn location in the heart of Boro Park. This marks a milestone moment — uniting two iconic names and three generations of women entrepreneurs. The new Boro Park Yellow Door features Lab-Grown Diamonds, MacKenzie-Childs, couture fashion jewelry, and luxe designer gifts, blending Onyx’s couture legacy with The Yellow Door’s signature warmth and service.

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THE YELLOW DOOR

A Family Legacy of Beauty and Service...Since 1966

The Next Generation of Leadership

Growing with Our Communities

A Bold New Chapter in Boro Park

The Door Is Always Open

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