Gary Reses said he was tired of his apparel and gift shop being confused with other stores sharing the same name, especially at the Jersey Shore.
So tired, in fact, that he recently changed the name from Jamaican Me Crazy to Forever Young Emporium.
"Same great store, same great merchandise," Reses said one day this week while standing behind the counter of his store. "There are stores at the shore we're not affiliated with and didn't want to be confused for."
Reses had operated Jamaican Me Crazy for nearly 11 years at 139 Kings Highway East. He clearly hopes the name change will keep him in business for another 11 years or more.
Reses' Jamaican Me Crazy gained distinction last year after a store surveillance video of a thief stealing a donation jar was posted on Youtube.