'Jersey Shore' Star JWoww Opens American Dream Store

EAST RUTHERFORD, NJ — Jennifer "JWoww" Farley channeled her inner David Rose on Wednesday for the opening of her new store at American Dream.

Heavenly Flower, Farley's first maternity apparel store in the country, opened with what she jokingly called a "soft launch," referring to an episode of the popular series Schitt's Creek.

The store is a "new retail concept shop," and American Dream says it'll be the "first and only store of its kind" for Farley, best known as one of the stars of "Jersey Shore". Heavenly Flower will sell maternity apparel, as well as coordinating "mommy and me" outfits and accessories for mothers, infants and children, according to a news release.

Heavenly Flower is located in the Garden Court at the mall. Read more: JWoww Of 'Jersey Shore' Opening Maternity Shop At American Dream

"We know that Jenni and her kids have really enjoyed their visits to our center, so it felt like a natural fit to bring her Heavenly Flower concept to American Dream," said Don Ghermezian, chief executive officer of American Dream. "Heavenly Flower will be a new go-to destination and the fulfillment of the American Dream vision of providing unique guest experiences," he added.

The Jersey Shore cast became known for their hard partying, but Farley is taking inspiration from a different aspect of her life for this new store: motherhood.

"I'm a mom, and so many of my fans who have grown up watching me on television are now moms, too," said Farley. "The Heavenly Flower collection is fun, stylish and affordable for women and kids and the realization of a longtime dream of mine. I can't think of better place to bring this idea to life than at American Dream."

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