Shelly's Jewels, opened in the West End, of Long Branch, NJ after the owner Rashelle Ryant, better known as "Shelly" decided she no longer wanted to commute from Paramus, NJ where she had her jewelry business since the 90s. All-in-All Shelly has been in the jewelry business for over 40 years, designing, repairing, and appraising, jewelry of all kinds, and even specializing in redesigning all old gold silver platinum and diamond jewelry as well as restringing pearls and beaded jewelry.