Jomas iela is Jurmala's pedestrian main street, running through the Majori district for about a kilometre and a half parallel to the beach. It's lined with restaurants, cafes, souvenir shops, and ice-cream stands, and in summer fills with a mix of local families and Riga day-trippers. The mood is unhurried — part seaside promenade, part outdoor market.
The street has been the social spine of Jurmala since the late 19th century, when the resort was fashionable among St Petersburg aristocrats. Wander off either end and you enter quieter residential streets, where early-20th-century wooden villas sit behind picket fences. Many are in Jugendstil style, with carved balconies and ornate gables; they're worth exploring even if you never reach the beach.
Jomas iela itself is most atmospheric in the evening, when the restaurants put tables outside and the day-trippers have thinned. The main Majori train station is just a short walk from the eastern end of the street.