Cenci Sells Seashells by the Seashore

There’s a new mermaid on the island who’s bringing a bit of coastal joy to all. Brielle Cenci, owner of this summer’s charming, popular new shop, Brielle’s Shells, is thrilled to be fulfilling her goal of spreading happiness to islanders and visitors alike through her unique mermaid extension products. New to Ship Bottom, the store is a treat for lovers of mermaids, shells, and all things beachy.

What began as a fun way for Cenci to express her love of the ocean quickly evolved into a much sought after accessory for fellow beach lovers. “I was working in Puerto Rico and was really inspired by all the seashells and sea glass…I wanted to start making something to wear in my hair that involved the ocean, so I made a few and was just wearing them for fun. The girls around the island wanted [them] so it motivated me to start making and selling them.” Unsure if the appeal would carry over when she returned home to LBI, Cenci was thrilled to discover many girls lining up for them on the island too.

Originally from Pequannock, NJ, and having a love of the ocean since childhood, Cenci recalls an early interest in all things coastal-related. “I always knew I wanted to be a surfer, but I didn’t actually start surfing until my mid-twenties…I feel like I’m finally the truest version of myself.” Cenci took a detour on the way to chasing her dreams, earning a degree in biomedical engineering, of which she is still able to use her engineering skills when it comes to designing packaging and display stands. “It’s been a lot of hard work, but a lot of things have fallen into place nicely which gives me the reassurance that everything’s meant to be and is working out,” she explains. ‘Meant to be’ rings true for Brielle’s Shells finding its home in Ship Bottom, too. Cenci’s neighbor informed her of an open space right before summertime, and without much time to give into doubt, she recognized the exciting opportunity and jumped right in. During the summer season, the shop is open six days a week, and the work continues long after retail hours with Cenci working on both the creative and business sides of the company.

Cenci has relied on the help and support of family and credits her mother’s keen decorating eye for the beach bungalow feel of the store and her brother’s artistic talent for help with the company logo. She also brought on a sales rep and is proud her products are available in more than seventy retail stores along the East Coast. The original concept design remains tried-and-true and is what Cenci refers to as the semi-permanent ones, explaining “the clips came later when I was trying to figure out how to sell them more easily in stores.” A wide array of patterns and a variety of lengths are available, and plans are underway for new products in the 2026 collection, including bikini charms and mermaid extensions featuring charms and gemstones. Cenci is proud to deliver happiness and help build connections through her creativity and is pleased the mermaid extensions have multi-generation appeal. “It’s really fun seeing everyone come in; I get to put it in their hair and then watch them look in the mirror and get so excited.”

Cenci has big plans for the future and says, “I’m excited to eventually have a team and work with other creative minds.” Exciting ideas include community outreach, pop ups, and local events. Cenci credits her participation in the Coquina Jam--an annual all-women’s surf contest and fundraising event on the island—as a “turning point where I realized people really like [the extensions]” and a big reason for her brand’s early success and growth. In addition, Cenci is shining a spotlight on Brielle’s Shells at the Orlando Surf Expo this fall, a trade show specific to the surf industry where surf shops, coastal boutiques, and resorts discover products to bring into retail shops across the country. For Cenci, “It’s a really exciting event, you get to talk to so many buyers and hopefully they’ll want [the extensions] in their shops.”

Cenci is grateful for the support of many friends on the island who she not only surfs with, but who also own local businesses and have offered advice along the way. “Sometimes I get caught up in the stress [of opening a business], but if I could go back and tell my childhood self who visited LBI every summer that I’d have my own shop on the island, and not just any shop, but my own brand, is really cool. Making a product that brings smiles to people is just awesome.” Cenci doesn’t take for granted how exciting life is these days. “When I think about living on an island—I can ride my bike, go surf, then come back and work on a really cool business, meet new people and make them smile--just being excited to wake up every day to work on my business and enjoy the beautiful island I live on, it’s amazing.”

About Brielle’s Shells: You can keep up on their latest styles by following their Instagram. You can also visit their website to book an appointment or shop online.

About the writer: Brielle Bleeker has been vacationing on LBI since childhood and is happy to continue the tradition with her husband and children. As a freelance writer, Brielle has published articles related to books, travel, food, and wellness. She counts down all year long to summertime on the sandbar.