The Fire Bell is an online retailer specializing in gifts, collectibles, and memorabilia for firefighters, police, EMS, rescue teams, and other first responders. Serving the first-responder community since 1988, the shop was founded by retired Deputy Chief John Cuneo and his wife, Sonja, and is now run by John’s family. Following the closure of its Cape Cod retail store in 2023, The Fire Bell continues to serve customers through its online shop.

Its collection includes new and discontinued diecast models of fire engines, police cars, rescue vehicles, and ambulances, alongside model kits, figurines, trading cards, patches, and vintage books. Other offerings span clothing, ornaments, department-themed gifts, flags, signs, jewelry, watches, key chains, knives, mugs, glassware, home décor, toys, games, and puzzles. Customers can browse dedicated selections for departments such as the FDNY and NYPD, as well as books about firefighting, police work, and emergency medical services. The Fire Bell also provides information for domestic and international shipping, large orders, and returns, making its diverse assortment accessible to collectors and gift shoppers alike.