Jewelry brand DTC Gorjana doubles its physical storefronts

  • Californian jewelry retailer Gorjana has opened a second location in Illinois and plans to have 42 locations in the United States by the end of 2022.
  • Gorjana was founded in 2004 and opened its first store in 2017.
  • Direct-to-consumer brands have chosen to open physical stores to increase brand awareness and expand customer reach.

Gorjana, a Southern California-based jewelry retailer, has opened a second retail store in Illinois as the brand continues to expand with more physical storefronts across the United States.

Other recently opened locations include stores in Connecticut, California, Utah and Oregon, Head of Retail reported earlier this year. The new location opened September 9 at the Oakbrook Center in Oak Brook, Illinois. The retailer opened its first Illinois store in Chicago in July 2021.

“Retail is fundamental to our brand’s growth strategy, and we continue to see a phenomenal and positive response as we seek to meet our customers where they live,” said Gorjana CEO Jason Griffin Reidel. , in a press release. from our Chicago location, we look forward to bringing the Gorjana retail experience to Oakbrook Center, offering customers the ability to interact with our brand in person and access services such as shopping online, in-store pickup, same-day delivery, free bespoke engraving and support from our incredible team of stylists.

The Laguna Beach, Calif.-based company was founded in 2004 by Reidel and his wife, Gorjana Reidel. The couple still own and operate the brand, and they aim to have 42 outlets across the country by the end of this year, a company spokesperson said. Retail Manager.

The founders first put the brand on the map by traveling to trade shows and selling products in small boutiques. The brand in partnership with Nordstrom in 2014and the couple opened the first Gorjana store in Laguna Beach in 2016.

Gorjana’s expansion was briefly halted in 2020 due to challenges posed by the COVID-19 pandemic, but the company moved forward in 2021, opening seven stores last year, Reidel previously said. Head of RetailLet’s talk about trends.

Reidel said he wanted customers shopping at Gorjana’s outlets “to be able to walk in and feel right at home.” The stores focus on bright and airy design, and its latest store has a “coastal bungalow vibe, outfitted with design elements that incorporate the brand’s cool coastal vibes,” according to the press release.

The retailer’s doubling over brick-and-mortar locations represents a broader trend in the retail industry as more direct-to-consumer (DTC) brands open physical stores.

These brands have opened physical locations as part of their efforts to acquire new customers, in part due to rising costs associated with social media advertising and digital charging methods. Opening physical locations also allows customers to form an emotional attachment to a brand and can help a young retailer build and cultivate its image with consumers.

DTC retailers like Warby Parker and Bonobos have helped lead the way by opening dozens of their own retail stores, while other DTC brands like Casper Sleep have partnered with brick-and-mortar retailers like Target, CNBC reported in 2021.

“We’re constantly learning, taking things and making things better,” Reidel previously said. Head of Retail. “We do not prevent ourselves from continuing to develop our creativity.


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