BELMAR, NJ —Three ribbon-cuttings and a visit by Santa sparked a whirlwind of activity in downtown Belmar yesterday.

While the Belmar Business Partnership officially welcomed three businesses to the central shopping district — Antoinette Rose Boutique, Every Little Heart Childrenswear Boutique and Jersey Mike’s Subs — both Santa and Mrs. Claus kept the little ones busy at Creativity Lab, where photos with Santa and face-painting by Mrs. Claus put everyone in the holiday spirit.

“I just love this town,” said Antoinette Raucci, owner of Antoinette Rose Boutique who relocated her shop from Route 71 to 908 Main Street. “And now that I’m downtown, it’s a really exciting time.”

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Raucci said she is particularly looking forward to the holiday season and introducing new shoppers to her specialty shop, which offers a diverse collection of women’s fashions — from gowns and formal dresswear to casual attire and accessories of all kinds.

Situated in Pyanoe Plaza is another clothing boutique, but this one is just for kids. Every Little Heart Childrenswear offers the creations of designer Elba Perez, as well as other lines for girls and boys age 2 to 6.

Perez’s collections of girls’ fashions have been featured during showcases by East Coast Starz, a leading producer of fashion and modeling experiences for children. In fact, Perez was named a top designer by the New York City-based agency.

Jersey Mike’s Subs has arrived in Belmar — in the new mixed-used building at the corner of Fifth Avenue and Main Street.

“We are beyond excited, and, at the same time, humbled and thankful to bring Jersey Mike’s Subs to Belmar and join an already vibrant business community,” said Cathy Cancro-Tesauro, who owns the franchise with her husband, John. It is the third franchise location for the couple, who also have Jersey Mike's eateries in Wall and Ocean Township.

For their opening weekend, the Tesauros are already giving back to the community with a free sub fundraiser to benefit Belmar Elementary School, St. Rose Grammar and High School and Avon Elementary School.

With every order placed with a coupon on some 7,500 fliers distributed throughout the community, the shop is donating $2 to the school on that flier. The offer continues through today, November 24.

And at Creativity Lab at 809 Main Street, there was a steady stream of children, with gifts in hand, who got a chance to talk with Santa, as Mrs. Claus did some face-painting magic of her own.

The gifts were donations to the Friendly Sons of the Shillelagh and Belmar Police Department’s holiday toy drive, which continues through December 6 at nearly 80 locations throughout the borough.

READ MORE: Belmar Police Join Friendly Sons of Shillelagh for Annual Holiday Toy Drive

Belmar Business Partnership: Helping Belmar Businesses Grow and Prosper

Belmar Business Partnership is the nonprofit group spearheading economic development through private/public partnerships in this flourishing Monmouth County borough.

Created by Belmar to manage its Special Improvement District, BBP assist businesses start, promote and improve the various aspects of their operations through a variety of programs.

To learn more about the BBP, contact the group at or 732 894-9022. Information also is available on its website and Facebook page.


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