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23-Year-Old Doll Business Continues To Thrive In Emerson

Jo's Dollhouse in Emerson is a destination for serious doll collectors. Jo's Dollhouse in Emerson is a destination for serious doll collectors.
Jo's Dollhouse in Emerson is a destination for serious doll collectors. Photo Credit: Submitted
Emerson resident Josephine Ursillo makes many of the dolls on display. Emerson resident Josephine Ursillo makes many of the dolls on display.
Emerson resident Josephine Ursillo makes many of the dolls on display. Photo Credit: Submitted
Numerous lifelike dolls fill the interior of Jo's Dollhouse in Emerson. Numerous lifelike dolls fill the interior of Jo's Dollhouse in Emerson.
Numerous lifelike dolls fill the interior of Jo's Dollhouse in Emerson. Photo Credit: Submitted

EMERSON, N.J. -- What started out as a hobby has turned into a full-fledged business -- 23 years strong -- for Josephine Ursulli.

Ursulli said she used to make porcelein dolls at home but then realized she could do more by opening a store.

She also, she admitted, wanted to get out of the house.

Now, her business, Jo's Dollhouse in Emerson, has become a go-to destination for serious doll collectors.

Ursulli, who had been in Westwood for five years before moving to her current location 18 years ago, also does a big online business.

Her specialty is vinyl dolls. She said it's amazing to watch a blank piece of vinyl be molded into a lifelike baby. 

Ursulli's store, which resembles a filled to capacity nursery, also sells teddy bears and other gifts.

She's branched out, she said, because doll collecting has cooled a bit in popularity. 

Still, the Emerson resident remains busy, opening her store Wednesday through Saturday and by appointment. 

Jo's Dollhouse is at 193 Kinderkamack Rd., (201) 634-0424.

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