French Novelty Jacksonville: 25 Prom Designers Since 1911

Twenty-five prom designers. That is the count at French Novelty, the Cedar Hills shop on Blanding Boulevard. Just as striking is how long the family behind it has been doing this. French Novelty has been in Jacksonville since 1911, and the same family still runs it.

A shop with that much history tends to dress more than one generation of the same family. French Novelty leans into its past without living in it. The store talks about thousands of dresses from leading designers, chosen for prom, homecoming, quinceañeras, pageants and every special occasion in between. Prom is clearly the main event, and the deepest designer list belongs to prom.

The prom lineup, by the numbers

Here is the prom roster, with the labels that have their own pages in this guide linked.

Most of those lines carry into homecoming as well, so a freshman who finds a favorite designer in the fall can come back to the same label for prom. French Novelty says it is an authorized retailer for every designer it carries and sells only authentic gowns sourced directly from the manufacturers.

The store also explains its best-known promise. French Novelty advertises a 125% Best Price Guarantee. If you find a lower price on an identical item from an authorized retailer within 30 days of your purchase, French Novelty will match that price and beat it by 25% of the difference. Sale and clearance items are excluded.

The prom buying itself is led from this store. The store credits Neesh, who manages the Cedar Hills location, with heading up prom and special occasion buying. Mary Lou, a store manager and former dress buyer for decades, still turns up in the shop from time to time. Shops do not keep people that long by accident.

Five generations and a lot of Jacksonville addresses

We shop the major fashion markets to bring you unique social occasion fashions that can only be found in specialty stores and boutiques.

That is French Novelty's business philosophy, and the store's own history doubles as a walking tour of the city's retail past. The founder, Salim Mizrahi, started with a downtown store specializing in fine handmade blouses, linens and ready-to-wear. When a second downtown store opened in the 1920s, it got the French Novelty name, because so much of its stock came from France and "novelty" stood for new. The Mizrahi family still operates the business, and the store credits it with personalized service across five generations.

1911
The family's first store opens in downtown Jacksonville
1920s
A second downtown store opens under the French Novelty name
1930s
The French Novelty Shop operates on West Adams Street, two blocks from the first store on Laura Street
1952
The shop moves a block west on West Adams Street with a grand opening
1954
Clarabell from the Howdy Doody Show appears at a special event
1960s
French Novelty operates at Lakewood Shopping Center
1970s
The French Novelty Country Shop runs at Regency Square
1986
A 75th anniversary and a remodeled Orange Park Mall store

Today the shop serves Jacksonville, North Florida and South Georgia from the Blanding Boulevard store.

Planning a prom visit

Cedar Hills sits right in the path of a lot of prom traffic. Ed White High is in the same part of the Westside, Westside High and Riverside High are on the same side of the St. Johns, and Blanding Boulevard runs straight down toward Clay County, where Orange Park High and Oakleaf High families shop. For any of them, twenty-five prom labels on one floor saves a lot of driving around town.

The shop operates by appointment, and the store says appointments are recommended to ensure dedicated time with a stylist, though walk-ins may be accommodated based on availability. February Saturdays fill first, so reserve a slot.

There are a few more details on ordering and fit.

Special orders vary with where the dress sits at the designer.

Special-order timing

In stock at the designer

3 to 10 days

Already in production

2 to 3 wks

Has to be made

6 to 14 wks

The store's sizing advice is refreshingly frank: "Most girls need alterations to get a perfect fit." The store suggests ordering the larger size when measurements fall on the border, since a gown can be taken in more easily than let out, and asks shoppers to give an accurate wear date that leaves time for alterations.

For prom dates, French Novelty is a Jim's Formalwear tuxedo rental retailer, and its tux pitch speaks directly to prom: "From your first high school prom, college formal, weddings, galas and every event in between, there is a tux for every style and occasion." Traditional, modern and slim fits are available, with ties, socks and shoes to match.

Bridal, bridesmaids and mothers' dresses have racks here as well, but for most local families the reason to know French Novelty is prom.

French Novelty booking, layaway and returns

Do I need an appointment to shop prom at French Novelty?

Appointments are recommended. The store says walk-ins may be accommodated depending on staff and fitting room availability.

Does French Novelty offer layaway?

Yes. With a 50% non-refundable deposit, the store will hold a special order in layaway for up to 60 days.

What happens if a special-order prom gown doesn't work out?

Special order gowns, including prom dresses, are nonrefundable. Some items can be exchanged for store credit with prior authorization within 48 hours of receipt, subject to a restocking fee.

French Novelty