Juice & Moore Juice Bar

Located at 1915 Mermaid Avenue in Brooklyn, Juice & Moore Juice Bar was an establishment that presented a complex and ultimately troubled story. While it is now permanently closed, its time in the Coney Island neighborhood left behind a trail of deeply contrasting customer experiences and ended amidst serious allegations from its owner. For prospective customers, understanding the full history of this former juice bar reveals both a beloved local spot and a business that faced significant challenges, both internal and external.

On the surface, Juice & Moore was precisely what many locals and beach-goers were looking for: a source of fresh, healthy nourishment. Patrons frequently praised its role as a go-to for healthy food options in an area not always known for them. The menu was a key part of its appeal, extending far beyond simple drinks. Customers raved about the fresh smoothies, with one reviewer highlighting a specific creation, the “Bedstuy,” as being “fresh and amazing down to the last sip.” Another patron, who visited with their son, described their smoothies as the “most incredible” they had ever had, with “perfect” flavor and consistency. This praise established the business as a legitimate smoothie shop capable of delivering high-quality products.

The offerings also included potent ginger shots and a variety of healthy juices, catering to a clientele focused on wellness. The food menu was equally diverse and well-regarded by most. It successfully catered to different dietary needs by providing both vegan options and non-vegan plates. Items like the shrimp gyro were described as having flavors that were “on point,” and another customer specifically complimented the delicious stew peas. This versatility allowed Juice & Moore to serve a broad customer base, from students looking for an after-school snack to individuals seeking a substantial, flavorful meal.

A Tale of Two Experiences

The positive experiences were often tied to the staff and atmosphere. Several reviews mention a clean, friendly environment and great customer service. One employee, Shelley, was personally named for making an incredible smoothie. Another customer noted that the staff was “super nice and helpful,” even offering advice on ingredients that could help with specific health issues. This level of personal attention helped build a loyal following, with some declaring they would “definitely be a regular.” The business was seen by many as a much-needed healthy haven that “saved” them when looking for nutritious food near the beach.

However, this glowing image was not universal. A particularly detailed negative review paints a starkly different picture, creating a confusing duality for anyone trying to assess the establishment. This customer described the owner as “extremely stand offish, rude, and belittling,” a direct contradiction to the friendly service mentioned by others. The review also challenged the quality of the food, calling it “mediocre” and not as fresh as advertised. Furthermore, it raised serious concerns about the physical state of the juice bar, citing a “disgusting” bathroom and “super sticky” floors. This account also criticized the business's organization and what was described as an “unprofessionally run” Instagram page, suggesting that behind the counter, things were not as smooth as they appeared to some.

More Than Just Juice

Adding another layer to its identity, Juice & Moore was classified not only as a food establishment but also as a bar and nightclub. This suggests it transformed from a daytime health spot into a venue with evening energy, a place for the community to gather after dark. This dual identity helps contextualize some of the external issues that would later come to define its closure. It wasn't just a quiet cafe; it was a lively hub operating into the night, which unfortunately drew what its owner described as unwanted attention.

The Story Behind the Closure

The most critical part of Juice & Moore's story is the reason it is permanently closed. According to multiple news reports, the owner, Shamel Kelly, alleges that he was forced to shut down his business due to a campaign of harassment and attempted extortion. Kelly stated that his establishment was subjected to frequent, often weekly, raids by dozens of NYPD officers citing noise complaints, though he maintains no violations were ever upheld in court. He claimed these visits were excessive and that there were never any fights or crimes at his location.

The situation allegedly escalated when Kelly was connected with individuals linked to the mayor's office and the NYPD. He claims he was told his problems with the police could disappear if he paid a sum of $2,500. Kelly refused to pay what he perceived as an extortion attempt and asserts that the police harassment continued unabated until it became impossible for him to operate, forcing him to close Juice & Moore for good. The owner has since become a whistleblower, cooperating with federal investigators and filing a lawsuit against the city, claiming his business was a victim of a targeted shakedown.

Juice & Moore Juice Bar is not a simple story of a business that didn't make it. For its many happy customers, it was a cherished spot offering delicious, healthy food and friendly service. Yet, conflicting reports of poor management and uncleanliness suggest a potential for inconsistent experiences. Ultimately, its legacy is now inextricably linked to the serious allegations brought forth by its owner. The closure of this Coney Island establishment serves as a complex narrative about the challenges, both seen and unseen, that a small business can face.