One can easily find incredible crystals and gemstones in Arizona, but a true diamond in the desert is luxury lifestyle boutique, Now Or Never. After years of living in New York and Los Angeles as Director of Merchandising and Trend Consultant for numerous high-end brands, Jason Shelby chose to move back to his hometown of Tucson and open the first Now or Never location.

The highly curated offering mixes homeware, fashion, jewelry and skincare, from luxury brands and independent designers alike. Jason’s vision of bringing New York concept store aesthetics to Arizona’s suburban shoppers is unique and delightful. It is impossible to browse Now Or Never without finding your own treasure to bring home.

As Now or Never grew in popularity and required more space, relocation from Tucson to Arizona’s big city, Phoenix, made perfect sense. The new flagship location is perfectly located in the gorgeous Roosevelt Row Arts District, on Central Avenue in Phoenix, and set to open in Spring 2020.

Although NUORI loves visiting Jason in Arizona, we most recently met over dinner while he attended New York Fashion Week. We discussed next steps for Now Or Never, his love of NUORI and how he enjoys spending his time.

1. How did you discover NUORI?

I first discovered NUORI on a buying trip to New York. I left my face wash back home and picked up one from NUORI while out shopping. The second I tried it, I knew that I had to have the line for our shop. In fact, I think I sent an email to the brand that same day! After learning more about the freshness concept, amazing products and super passionate team, I fell in love with the brand even more. It quickly became our best-selling skin care line, and still is to this day.

2. Favorite NUORI product

My favorite NUORI product has to be the Vital Foaming Cleanser. It's so light but yet so effective. I also find the foaming air pump oddly satisfying. It's definitely a must have for me.

3. What is your definition of “Time Well Spent”

I think that time well spent is anything that gives me purpose in life, whether it be spending time with my husband, catching up with friends and family via Facetime, taking care of our new puppy Ruby, and even work, as long as I can find peace and balance along the way.

Visit Now Or Never online during construction of the new Phoenix store at

Leave a comment

All comments are reviewed for relevance before published.