Popular New Jersey Princess Party Business Shuts Verona Location After Zoning Permit Dispute

A well-known New Jersey children’s entertainment business has been forced to close its Verona location after local officials ruled that its operations did not comply with the township’s zoning rules, bringing an unexpected halt to a venue that had been serving families for more than two years.

Bella Princess and La Bella Cafe, a family-owned business known for hosting princess-themed birthday parties and children’s events, announced that it must stop operating from its Verona facility after the Verona Board of Adjustment denied its appeal over a zoning permit issue. The decision has affected scheduled celebrations, employees, and families who had already booked events.

The business is owned by mother and daughter Martha Peralta and Karissa Teixeira, who said they legally opened the Verona location after receiving a permit from the township in 2023. According to the owners, they invested significant personal savings into developing the venue and had operated there for approximately two and a half years without receiving complaints or violations.

The owners said they were surprised when the township later rescinded the permit, arguing that they had followed the approval they were originally given. They believe the decision was unfair because the business had continued operating under the same permit without any reported problems.

Bella Princess has built its reputation over more than two decades by providing interactive entertainment for children. Instead of simply renting a hall, the company offers themed experiences featuring professional performers dressed as princess characters who organise and lead birthday parties and special celebrations.

During a Board of Adjustment meeting held on July 9, the owners and their attorney argued that the business should not be classified as a traditional event venue. They maintained that customers purchase entertainment services rather than simply renting space for private gatherings.

According to the company’s legal argument, the venue functions as an entertainment business where trained performers create organised experiences for guests. The owners said the facility operates as part of the entertainment package and should fit within the zoning approvals already granted to the property.

However, members of the Verona Board of Adjustment reached a different conclusion. The board determined that because the business hosts private events such as birthday parties, baby showers, and office gatherings, its activities fall under uses that require different zoning approval. Following its review, the board voted 6-1 to deny the appeal, leaving the owners with no immediate option to continue operating at the Verona location.

Township officials later responded publicly after the decision received widespread attention from residents and supporters of the business. Verona officials stated that the township has a legal responsibility to apply zoning ordinances consistently and fairly to all businesses and property owners. They also encouraged respectful public discussion regarding the matter.

The closure has created immediate challenges for the company. While Bella Princess can continue providing entertainment services at off-site locations, many celebrations planned at the Verona venue have been disrupted. Families who had reserved birthday parties months in advance were informed that the original venue would no longer be available.

The owners said they are working quickly to avoid disappointing children and parents by moving scheduled parties to temporary locations whenever possible. Several businesses in neighbouring communities have reportedly offered space to help accommodate upcoming events while the company searches for a permanent home.

The business also faces employment challenges as a result of the closure. According to the owners, some staff members who support off-site entertainment services have remained employed, but employees who worked exclusively at the Verona venue have lost their jobs following the shutdown.

Adding to the difficulty, co-owner Karissa Teixeira said she is balancing the demands of managing the business during the dispute while also dealing with a high-risk pregnancy. Despite these personal and professional challenges, the owners say they remain focused on fulfilling commitments to customers and minimising disruptions for families.

The Board of Adjustment suggested that the business could apply for a zoning use variance to continue operating. However, the owners argue that pursuing a new variance would require significant time and expense, creating a financial burden they believe is unfair because they say they relied on a permit previously issued by the township.

Rather than immediately beginning that process, Bella Princess is now exploring permanent relocation opportunities in the Morristown and Essex County areas. In the meantime, local businesses have stepped forward to provide temporary venues that will allow previously scheduled parties to continue whenever possible.

The dispute has also generated strong community support. After sharing their experience publicly, the owners said they received hundreds of messages from customers, supporters, and fellow business owners expressing encouragement. Some local businesses also shared concerns about their own experiences with township processes.

For now, Bella Princess continues to operate its mobile entertainment services while searching for a new location where it can once again host children’s celebrations indoors. The owners say their priority is honouring commitments to families and ensuring that young customers can continue enjoying the princess experiences the business has offered for many years.

As the company works toward reopening at a new location, the case has also drawn attention to the broader challenges small businesses can face when zoning interpretations change after operations have already been established. The outcome may continue to be closely watched by local business owners across New Jersey who rely on regulatory approvals to operate successfully.

Sources:

• Verona Township Board of Adjustment
• Verona Township, New Jersey