Ella Barchie 
Popular New Jersey-based jewelry brand True Ascend is moving from its Montclair location to a larger space in Ridgewood. The space, located at 11 South Broad Street, means that sisters and founders Bilana Uluengin and Diypse Duman can expand the brand’s charm bar to become the largest in New Jersey. Keep reading to learn more about True Ascend and its new Ridgewood location.
About True Ascend
True Ascend is a jewelry business founded by sisters Bilana Uluengin and Diypse Duman in 2021. They were inspired by their time finding jewelry on trips to Türkiye to visit family. True Ascend established its local presence through pop-ups across the state, making stops in towns like Asbury Park and Ridgewood.
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Bilana + Diypse’s addition of a charm bar in 2024 propelled the business into greater success. The Charm Bar took the business from a simple store to an experience, where customers could personally design and hand-select charms for their own bracelet or necklace. It expanded the brand’s customer reach, ultimately gaining its popularity. This led to business collaborations with brands including Youth to the People, Ulta, Rizos Curls, and Affirm. Since then, True Ascend has worked at over 400 events, including birthdays, bridal showers, and bachelorette parties.
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The team opened a brick-and-mortar location in Montclair’s Lackawanna Plaza in Summer 2025, and continued to host pop-ups with other businesses. Now, the team is moving into a bigger space in Ridgewood, NJ.
New Opening
On May 12, Bilana and Diypse announced on Instagram that they would be shutting down True Ascend’s Montclair location in order to expand in Ridgewood. The store officially closed on May 17th after a final four-day sale. The grand opening for the new Ridgewood spot is June 13th.
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