Jersey is the rude and snarky owner of his Pawn Shop. He shows to take his business very seriously, and is fully willing to resort to verbal or physical violence if somebody threatens or annoys him.

As the Jersey Devil, he is naturally vicious, violent and psychopathic. He is very sure of himself and his own strength, having no fear of the Big Bad Wolf and even continuing to provoke him after being beaten down. He was also willing to throw Georgie under the bus, and allow Bigby to arrest him in order to save himself. At the same time, he clearly has no problem with disrespecting and insulting the dead, as he mocks Lily and Faith's prostitution and how Bigby couldn't save them.

Despite this, he may not be completely heartless, as Jersey laments for fallen allies

Jersey sees you and gruffly responds from behind the counter What do you want?!