Gorjana, a California-based jewelry brand, opens on Greenwich Avenue

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GREENWICH, CT – Gorjana, a jewelry brand founded in Laguna Beach, Calif., recently opened its first Connecticut storefront on Greenwich Avenue.

The 1,350 square foot store is located at 160 Greenwich Ave. Inside the relaxed, zen-like space with a California vibe, customers can find a variety of hand-crafted jewelry, such as necklaces, earrings, rings, bracelets, charms and accessories. – all at different prices.

There is a fashion collection, as well as a high end refined collection and a selection of 18k gold plated styles.

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A “wall of the senses” is dedicated to everything related to pieces inspired by astrology, the alphabet and precious stones. Another wall is dedicated to bespoke, personalized and free engraving.

Store manager Nicole Liptak said the response from the Greewich community has been very positive since the doors opened on January 21.

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“We’ve had a lot of people who are already familiar with the brand, so they’re excited to have their own store here,” Liptak said. “In general, even if they don’t know the brand, people still come and are so excited.”

The Greenwich store is the company’s 26th physical location in the country. The first opened in Laguna Beach, California in 2016, and the second opened in New York’s West Village soon after.

Jason Griffin Reidel, co-founder and CEO of gorjana, grew up in upstate New York and still has a home in Manhattan. He knows New England from visiting family over the years and said Greenwich was the perfect location for a new store.

“Greenwich is a city that we compare a lot to our first Laguna-based store,” he said. “A big part of our mindset is to open up retail in markets we understand, and in communities that we truly love and can see ourselves living and interacting in so that we can root ourselves in the community.”

The company is named after Reidel’s wife, Gorjana. It all started innocently in a Southern California apartment in 2004.

The newlywed couple, both fresh out of school, were trying to figure out what they were going to do in the real world.

As a hobby, Gorjana started designing jewelry in their apartment. She had briefly worked for a high-end jewelry designer and had an interest in fashion.

“We were in our twenties and really had no money. She loved this idea of ​​being able to design handmade jewelry for less than people our age could afford,” Reidel said.

The couple put on a few pieces at a Southern California consignment store, and the jewelry was a hit.

For about eight years, the couple went door-to-door and traveled all over the country to get their jewelry from specialty shops. In 2014, the couple branched out into department stores and Nordstrom. The business has grown steadily ever since.

But despite the growth and success, the gorjana team remains small and committed. Gorjana herself still designs the products.

Reidel described the jewelry as not being too fashionable.

“It’s nice, it’s elevated, but it’s laid back and comfortable,” he said, reflecting the Laguna and California lifestyle.

Reidel also said the products are inclusive.

“I love the inclusivity,” Reidel said. “We have something for everyone for all ages. We also have something for all price categories. We have $38 power gemstone bracelets, and then just this last vacation, we had a special edition $1,800 diamond tennis bracelet.”

Many jewelry designs are versatile and feature adjustable clasps and sliding beads, allowing the wearer to customize. Pieces can be mixed and matched, Reidel said, adding that layering and stacking is an important element for gorjana jewelry.

Gorjana also participates in the design of sales areas.

“We want you to feel comfortable when you’re in our stores. It’s like being in someone’s house. It’s a comfortable place to be,” Reidel said.

Jewelry is something people get emotionally attached to. As a child, Reidel remembers sitting on his grandfather’s lap, looking at his grandfather’s ring. Upon his death, the ring was left to Reidel.

“It’s so fascinating because I carry some of his energy with me,” Reidel said. “And I can feel his energy in the ring.”

As gorjana continues to grow, Reidel hopes to have similar impacts on other people. Greenwich is one of several stores that will open across the country in the first half of this year.

Next up is a showcase in Park City, Utah, and another in Portant, Ore.

“As your business grows and more people grow your brand, and more people interact with it and buy in stores or buy online, you just have a bigger impact. positive,” Reidel said. “It’s pretty awesome. That’s what matters to us. It’s that spark of joy that you bring to someone.”

Not only can customers shop in-store, they can also shop online and schedule in-store pickup or same-day delivery.

For more information on gorjana, visit their websiteor follow them on Instagram.

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