Jameelia (left) and Maureen Abdullah are surrounded by silk bags and jewelry at their store, M & M Links.

Click photo to enlarge.

One of the most vibrant parts of downtown currently is the Cinema building – and the opening of the Cinema itself is still a few weeks away.

Among the new attractions there is a beautiful shop called M&M Links. Earrings and necklaces abound on each wall, in all manner of bright beads, glass and semi-precious stones. Exquisite Turkish silver pieces are arrayed on a table. A rainbow of silk purses, totes and scarves decorate every surface.

Maureen Abdullah is the store’s owner and she works closely with her daughter Jameelia, who graduated from UMass this spring with an MBA. They acquire their inventory from all over the world – and make a lot of it themselves. With help from other women in their family, Maureen and Jameelia design and create much of the jewelry that they sell in their store, and do custom work by request as well.

Mother and daughter have been selling jewelry for several years at craft fairs and festivals, and have developed quite a following. They have also developed a diverse network of suppliers: numerous items in the store are from artisans they have met at such shows, many of whom hail from different countries and cultures.

Though they continue to sell jewelry at craft fairs, they decided the time was right to start their own store as well.

“People were always asking us – ‘When are you going to open a store?’” Jameelia said. “They’d say – ‘you need to be here. ’”

And that “here” was Amherst, because they have always had an excellent reception at shows on the Common, and at UMass and other local schools where they have sold their creations on campus.

Jameelia believes people enjoy the store because their offerings are “unique and exotic things – not things you’ll find everywhere.” A particularly strong draw she said is their large selection of earrings starting at $10.

Both are happy with how business has been since the store opened in mid-July, and were particularly pleased to have the students return. “Business was good, but it’s been better and better each week,” said Maureen.

They eagerly anticipate the opening of Tabella Restaurant next door, and the Cinema, to bring even more customers and activity to this hopping area of downtown.

-- Stephanie O'Keeffe

Outside the store, construction workers continue preparations for Tabella Restaurant next door.

Click photo to enlarge.