Skip to primary navigationSkip to main contentSkip to footer
  • MY ACCOUNTToggle My Account Menu
  • STORES & SERVICES
  • NEED HELP?
  • WISH LISTToggle My Wish List
  • SHOPPING CART ()Toggle My Shopping Cart
  • Toggle Search Menu
The Yellow Door logo
  • Fine Jewelry
    Specials
    Personalized Jewelry
    Styles
    Stud EarringsTennis BraceletsInitial JewelryHoop Earrings
    Shop by Category
    Engagement RingsWedding BandsEarringsNecklaces & PendantsRingsBraceletsWatches
  • Couture Fashion
    Shop by Category
    EarringsNecklaces & PendantsRingsBracelets
    Shop by Style
    Stud EarringsTennis BraceletsBangle BraceletsHoop Earrings
    Designers
    ALORCristina Sabatini JewelryLele MoranMonte Carlo Designs
    Shop by Proce
    Under $200Under $500Under $1000Under $2000
  • Watches
  • Gifts & Home
    Shop by Category
    AccessoriesChildren & Baby GiftsChina & PorcelainDecor & HomeGifts for HimHome & KitchenReligious
    Top Designers
    Classic TouchGodinger SilverMackenzie ChildsMicheal AramOlivia RiegelPampa BayTizo
    Shop by price
    Under $200Under $500Under $1000Under $2000Under $3000Under $4000Under $5000
  • Designers
    Allison KaufmanALORAnabel AramAnnie GlassBaccaratBeatriz BallCarla CorporationClassic Touch
    Cristina Sabatini JewelryDaumDilamaniFabulous FursFleurissimaFreida RothmanGeorg JensenGodinger Silver
    Heera MotiHerendKiddie KraftLafonn JewelryLaliqueLSA InternationalMackenzie-ChildsMarcia Moran
    Mercury RingMichael AramMonte Carlo DesignsNambéOfra FriedlandOlivia RiegelPampa BayPortmeirion
    Reed & BartonRevelationRogaskaSamuel B.SwarovskiTizo
  • SERVICES
    Appraisals
    Custom Designs
    Jewelry Insurance
    Pearl & Bead Restringing
    Tip & Prong Repair
    Cleaning & Inspection
    Engraving
    Repairs
    Rhodium Plating
    Watch Battery Replacement
    Corporate Gifts
    Jewelry Education
    Restoration
    Ring Resizing
    Watch Repairs
  • OUR STORE
    About Us
    News & Events
    Our Reviews
    Send Us a Message
    Our Locations
    Brooklyn StoreLakewood StoreMonticello Store
  • Toggle My Account Menu
  • Toggle Wishlist
  • Toggle Shopping Cart
  • MY ACCOUNTToggle My Account Menu
  • STORES & SERVICES
  • NEED HELP?
  • WISH LISTToggle My Wish List
  • SHOPPING CART ()Toggle My Shopping Cart
The Yellow Door logo
Log In My Cart (0)
  • Toggle My Wishlist
  • Toggle Shopping Cart Menu
The Yellow Door Brooklyn, NY

THE YELLOW DOOR

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 Brooklyn, Lakewood, and Monticello locations and online.

Its original mission continues to shine: offering unbeatable prices, showcasing leading international brands and selection, 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.

The Yellow Door Brooklyn, NY

The Yellow Door in Brooklyn, 2025

The Yellow Door Brooklyn, NY

Luna Zemmol (left) and Sally Rose Hoffman, shown during a television
interview on Women Leadership, 2023

Three generations of excellence and tradition

Today, The Yellow Door proudly welcomes and benefits from third-generation owner Sally Rose Hoffman, daughter of Luna and Jonathan Zemmol. Sally brings fresh energy and innovation to the family business, overseeing the expanding online and social media presence while honoring the tradition of exceptional service and curated selection that has defined The Yellow Door for decades.

Under Sally's direction, the company has expanded its digital footprint, connecting with customers far beyond its physical locations. "What began as my grandmother's vision has evolved with each generation," says Sally. "We're preserving what makes The Yellow Door special while creating new ways to reach our customers wherever they are."

EXPANDING HORIZONS and Our new beginning

The Yellow Door's evolution reflects the changing retail landscape. What started with 500 square feet in a residential Brooklyn neighborhood has grown to a flagship Brooklyn store covering over 6,000 square feet. In 2020, a Lakewood, New Jersey location was added in the Seagull Square Shopping Plaza, expanding the brand's reach.

For over 40 years, The Yellow Door operated a summer resort store on the Jersey Shore in Deal, NJ and starting Summer 2025, The Yellow Door relocates its seaonsal store to Monticello, New York, bringing its curated selection to visitors and residents of the Catskills region.

The Yellow Door Brooklyn, NY

The Yellow Door in Lakewood, NJ, which opened in 2020

The Yellow Door Brooklyn, NY

The "original" Yellow Door, Avenue M, Brooklyn, circa 1966

A LEGACY OF INNOVATION and the famous door

The founder, Sallee Bijou, along with her friend Gladys Shabot, set out to offer luxe "212" Manhattan shopping to her "718" Brooklyn friends and neighbors. With an oversized personality, Sallee took risks in starting a business well before it was common for women to work outside the home. The original "door" was located on Avenue M, near the historic Vitagraph studio.

 Founder Sallee Bijou, with her husbandJoe Bijou, circa 1966 The Yellow Door Brooklyn, NY

Founder Sallee Bijou, with her husband
Joe Bijou, circa 1966

 Sallee Bijou in the window of the original Yellow Door, circa 1972 The Yellow Door Brooklyn, NY

Sallee Bijou in the window of the original
Yellow Door, circa 1972

 The Yellow Door in Deal, NJ, which Sallee Bijou opened in 1977 in partnership with Beatrice Esses The Yellow Door Brooklyn, NY

The Yellow Door in Deal, NJ, which Sallee Bijou opened in 1977 in partnership with Beatrice Esses

THE DIGITAL TRANSFORMATION of The Yellow Door

Today, in addition to in-store sales, The Yellow Door conducts significant business online. Social media platforms and Social media influencers have been transformative for the business. According to Luna, "It used to be that our storefront was our best form of advertising. Now, with Instagram, Facebook and the Internet, we reach tens of thousands of customers every day."

The Yellow Door Brooklyn, NY

Social Media Influencers often source The Yellow Door online

The Yellow Door Brooklyn, NY

Jonathan Zemmol, co-owner

THE YELLOW DOOR DIFFERENCE

The Yellow Door cultivates its clientele by providing exceptional customer service. Store employees offer a "concierge" approach, guiding customers through carefully selected merchandise.

The boutique nature of the store provides shoppers with a pre-selected array of goods; customers don't have to navigate through the vastness of impersonal department stores to find lifestyle-enhancing treasures.

Fashion insiders have long recognized The Yellow Door as a "go-to" destination. Its legacy and tradition have been passed down through generations, with each bringing their unique perspective while maintaining the core values that have made The Yellow Door a retail landmark for nearly six decades.

Through three generations of family leadership—from founder Sallee Bijou to Luna Zemmol to Sally Rose Hoffman—The Yellow Door continues to evolve while staying true to its original mission: bringing exceptional products, personalized service, and a curated shopping experience to discerning customers.

What Our Customers say...

Follow us on instagram @yellowdoor1

Signup for special offers and discounts.

Store Address
Brooklyn Store
1308 Avenue M
Brooklyn, NY 11230
(718) 998-7382
Store Information
Lakewood Store
Seagull Square Shopping Plaza
1328 River Avenue
Lakewood, NJ 08701
(732) 531-1110
Store Information
Monticello Store - Summer Only
353 East Broadway
Monticello, NY 12701
(732) 531-1110
Store Information
Follow Us
Store Info
Mon - Thurs: 10:00am - 5:45pm
Friday: 10:00am - 2:00pm*
Saturday: Closed
Sunday: 11:00am - 4:45pm
*Note: On Fridays, we close 2 hours prior to Sunset - please call to verify

Administrative Contact: Mariusz Lech, mlech@theyellowdoor.biz

Our Store
  • About Us
  • News & Events
  • Send Us a Message
  • Reviews
  • Shipping & Returns
  • Privacy Policy
Shop Now
  • Engagement Rings
  • Wedding Bands
  • Rings
  • Earrings
  • Necklaces and Pendants
  • Bracelets
  • Couture Fashion
  • Watches
  • Gifts and Home
  • Gift Cards
Our Services
  • Appraisals
  • Cleaning & Inspection
  • Custom Designs
  • Jewelry Repairs
  • Jewelry Engraving
  • Jewelry Insurance
  • Jewelry Restoration
  • Pearl & Bead Restringing
  • View All Services
Follow Us

© 2025 The Yellow Door. All Rights Reserved. Website designed, maintained, and hosted by  Punchmark.

  • Return Policy
  • Privacy Policy
  • Terms & Conditions
  • Accessibility Statement

Learn how we use cookies in our Privacy Policy or manage cookie preferences.