Family-owned piercing studio, jewelry store to open on Second Street

Lulu Ave, a family-owned piercing studio and jewelry store, will soon open on Belmont Shore’s Second Street.

“We’re incredibly excited to join the Belmont Shore community. Second Street felt like the perfect next chapter for us and our business,” owner Johnny Basmajian said in an email. “It’s vibrant, full of personality, and really aligns with who we are as a brand.”

The business has spent nearly a decade at its Westminster Mall location, Basmajian said, but because of reduced foot traffic and that mall’s general decline — it was time for a location change.

Lulu Ave is a modern piercing studio and jewelry brand specializing in high-quality ear styling, jewelry, and piercings, according to Basmajian. They focus on 14k gold and implant-grade titanium jewelry — and are known for helping clients curate their dream ear stacks.

This business originally started with Basmajian’s parents in 2001 in Norwalk.
In 2015, Lulu Ave was passed down to him and the brand has since evolved.

While Lulu Ave welcomes walk-ins, appointments are highly recommended for weekends and specific time slots.

Basmajian is hoping to open the new location later this summer.

For more about Lulu Ave, go online to luluave.com

STROLL & SAVOR

Belmont Shore’s favorite tasting event, Stroll & Savor, will return for a two-night stay next week.

The first iteration of this year’s Stroll & Savor will get underway on Wednesday and June 19, along Second Street, where attendees can try out food and drink samples, among other delights.

“Enjoy an evening walking along (Second) Street, savoring food from around the globe, sipping samples, shopping in our retail shops and listening to talented local musicians,” the Belmont Shore Business Association said, “as you stroll with your family, friends, and dogs (yes, we have treats for dogs too!).”

The event will get underway from 5:30 p.m. to 9:30 p.m. on both days.
Tickets will be available starting at 4:30 p.m. in front of the Chase Bank.
Tickets will cost $15 for a sheet of 12.

There are additional Stroll & Savor events scheduled in July and August.
Check out belmontshore.org for more information.

Credit: Article by Jo Murray for the Long Beach Press-Telegram.
Published in July 2025.
Read the original story at: presstelegram.com