Some souvenirs sit on a shelf. Others come home with a story.

That is the idea behind Faye & Madi, a new custom lifestyle boutique opening in Avalon this Memorial Day Weekend. Located at 260 W. 21st Street, the shop invites customers to design one-of-a-kind totes, pouches, keychains, jewelry, gifts, and accessories in real time.

Shoppers can start with a base item, then make it their own by mixing and matching patches, charms, scarves, pins, colors, and other design details. Once the design is complete, the Faye & Madi team finishes the piece in-store through pressing, assembling, and final tailoring. Guests leave with a finished custom item in hand, along with the memory of creating it.

For owner Julie Haimbach, that experience is the point.

Faye & Madi was founded out of a love for creativity, design, and meaningful customer experiences. The name itself comes from two places that helped shape the brand’s story: Fayetteville, Arkansas and Madison, New Jersey. Together, “Faye” and “Madi” reflect the different places and chapters that inspired the business.

After opening its first location on Long Beach Island, Julie built a following through custom accessories, charm bar experiences, and signature gifting. The brand is now entering its sophomore season on LBI and its first season in Avalon.

“We’re thrilled to be part of the Avalon community,” Julie said. “With a location in the center of town, just blocks from the beach and steps from local favorites, it’s the perfect space for us to bring personalized experiences and custom creations to locals and visitors alike.” 

The Avalon shop was created for vacationers, locals, and anyone who likes finding something that feels individualized. Guests can create something for themselves, design matching pieces with friends, put together a personalized gift, or make something that reminds patrons of their time spent in Avalon. 

Part of what makes Faye & Madi different from a traditional accessory boutique is the customer’s role in the process. Instead of choosing a finished product from the shelf, shoppers help design the final piece. The result is part shopping, part designing, and part summer memory.

“At the end of the day, the goal is to blend shopping with creativity and memory-making,” Julie said. “We want customers to leave with both a personalized product and the story behind it.” 

Opening weekend will begin Friday, May 22nd, just in time for Memorial Day Weekend 2026. Faye & Madi will celebrate its first weekend in Avalon with giveaways, a coffee cart, a permanent jewelry station, photo-worthy selfie moments, and other surprises throughout the weekend.

The shop will be open daily from 10:30am-8pm from Memorial Day Weekend through Labor Day Weekend.

Faye & Madi is located at 260 W. 21st Street in Avalon, with an additional location at 905 N. Bay Avenue in Beach Haven. Follow @shopfayeandmadi on Instagram and TikTok for opening updates, new arrivals, customization inspiration, and seasonal announcements.

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