Jelly's has generally been a kind of equal-opportunity shopping experience. Begun primarily as a used-book-and-record clearinghouse in the '80s, it morphed into a place for used books, new music, comic books and assorted items related to adult collectibles, such as fantasy games, sports cards, action figures and model kits.
Jellys on target
with Atomix Comics
at Puck's Alley
The problem with such an omnibus approach is there's little crossover among customers. The X-Men fans weren't browsing in the used gardening books. The baseball-card buffs weren't buying Blink-182 CDs. The Dungeons and Dragons freaks weren't shopping for vinyl records by Louis Armstrong.
Beginning in March, Jelly's began focus-marketing, says manager Tim Wolf. The Pearl City location literally drew a wall down the middle of the store and put music on one side and comics and toys on the other side, and used books were shipped to the Market City location. Used books is the sole focus of the Market City shop now, and two new shops have opened in Puck's Alley, Jelly's Music and Jelly's Atomix Comics.
"It's easier to focus on a 2,000 square-foot store than put everything in a giant store, and there are more location available when you do that," said Wolf.
The Atomix Comics store is Jelly's most-visible location ever, right on the Puck's Alley corner of University and King. The shop carries new and used comics, trade paperbacks on fantasy subjects, action figures, sports cards, model kits and "cold-cast" sculptures, fantasy games and assorted fantasy keepsakes.
Jelly's Atomix Comics: Open 9 a.m. to midnight daily at Puck's Alley; 943-0501.
Burl Burlingame, Star-Bulletin
We love high culture -- theatre, dance, music cinema -- but weekends are also made for shopping. Shopping Fanatic is a Thursday feature dedicated to the pursuit of finds beyond the big malls.
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