About Us

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.

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."

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 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.

THE YELLOW DOOR

Three generations of excellence and tradition

EXPANDING HORIZONS and Our new beginning

A LEGACY OF INNOVATION and the famous door

THE DIGITAL TRANSFORMATION of The Yellow Door

THE YELLOW DOOR DIFFERENCE

What Our Customers say...

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