Gorjana

Gorjana is an American jewellery company started by Gorjana and Jason Reidel in Laguna Beach, California. It has established a brand persona with everyday jewellery, both in terms of accessibility, layering, and personal expression. Gorjana is a family business that is committed to authenticity, adaptability, quality, and great relationships with customers and employees.

The brand has a wide selection of jewellery and accessories such as necklaces, earrings, bracelets, rings, and fine Jewel. It sells gold-plated and silver-plated models, higher-grade versions of 14K solid gold, and diamonds. These include birthstone jewellery, personalised alphabet jewellery, gemstone designs, charms, and accessories for jewellery care or storage.

Gorjana operates a direct-to-consumer and retail business, enabling customers to purchase their products online and at its retail outlets. Today, the company has 130+ stores. Customers can meet stylists, try on jewellery, and receive free gift wrapping. It also offers BOPIS, or “buy online, pick up in store,” which helps tie together its online and in-store shopping experience.

The company’s business model also includes after-sales and customer service. Gorjana ships and returns within terms outlined on the website, includes complimentary gift wrapping, and has a dedicated customer-care team. The company also offers a “Happiness Guarantee,” where its customer care and store staff will help the customer with issues related to products/services.

Gorjana offers all types of gold- and silver-plated jewellery. Social contribution is also a part of its brand image. The company’s community involvement activities include charitable partnerships with women, children, and families.