gorjana
gorjana is a privately held, Laguna Beach-based DTC jewelry brand founded in 2004, selling necklaces, earrings, bracelets, rings, and charms across gold-plated and fine jewelry tiers through national retail stores, e-commerce, mobile apps, and a wholesale channel, with a focus on women consumers and an athlete-driven marketing platform.
- Company typePrivate
- Founded2004
- HeadquartersLaguna Beach, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What gorjana does
Gorjana, operating as Gorjana & Griffin, Inc., is a privately held American jewelry brand founded in 2004 and headquartered in Laguna Beach, California. The company designs and sells necklaces, earrings, bracelets, rings, and charms across multiple material tiers — gold-plated and silver-plated fashion jewelry, 14K solid gold, pearls, natural diamonds, and lab-grown diamonds — organized into themed collections including The Classics, The Shell Shop, Fine Jewelry, and gorjana Sports Club. Products span from under $50 entry pieces to fine jewelry exceeding $1,000.
Gorjana operates an omnichannel distribution model: a national network of physical retail stores across the United States, the gorjana.com e-commerce site, native iOS and Android mobile applications, buy-online-pickup-in-store capability, and a wholesale channel at wholesale.gorjana.com for business buyers. The technology stack is standard DTC infrastructure, including Google Analytics, Microsoft Clarity, Nosto for personalization, Omniconvert for A/B testing, and the Meta pixel for retargeting. The brand runs a multi-channel marketing program spanning organic social, email, paid display, TV advertising, and a high-visibility athlete partnership platform — the gorjana Sports Club — featuring multi-year deals with female college and professional athletes and a 2025 partnership with the US Women's National Team Players Association.
The revenue model is unit-pricing direct jewelry sales across consumer segments: women shoppers, gift buyers, bridal customers, sports enthusiasts, and millennial/Gen Z consumers seeking sustainable and lab-grown diamond options. Gorjana appears to be founder-owned and bootstrapped, with no disclosed venture capital, private equity backing, or public-market listing; no subsidiaries, mergers, or acquisitions are present in the source data.
gorjana firmographics
Firmographics- Name
- gorjana
- Legal name
- Gorjana & Griffin, Inc.
- Website
- https://gorjana.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- gorjana is a privately held, Laguna Beach-based DTC jewelry brand founded in 2004, selling necklaces, earrings, bracelets, rings, and charms across gold-plated and fine jewelry tiers through national retail stores, e-commerce, mobile apps, and a wholesale channel, with a focus on women consumers and an athlete-driven marketing platform.
- Ownership category
- akta.pro rank
gorjana industry classification
Industry- Product category
- Fashion and Fine Jewelry
- NAICS
- Jewelry Retailers (45831), Jewelry, Luggage, and Leather Goods Retailers (4583)
- SIC
- Retail-Jewelry Stores (5944), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)
- akta.pro primary industry
- Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)
- akta.pro secondary industries
- Bridal & Engagement Jewelry Retail (CRAKAGAC), Fashion Jewelry Sets & Giftable Collections (CRAKABAL)
Keywords
Where gorjana is headquartered
LocationHeadquarters
- HQ city
- Laguna Beach
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
gorjana business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations, Infrastructure, Technology or R&D
Revenue model
- Direct Jewelry Sales: Gorjana generates revenue primarily through direct sales of jewelry products including necklaces, earrings, bracelets, rings, charms, and fine jewelry through their e-commerce website and physical retail stores. The company offers both gold-plated and solid gold/fine jewelry options at various price points.
- Wholesale: The company operates a wholesale channel through wholesale.gorjana.com for business customers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Gold Plated Jewelry - Entry level |
| Unit Pricing | Pay-as-you-go | Fine Jewelry - Premium tier |
| Unit Pricing | Pay-as-you-go | Personalized/Initial Jewelry |
| Subscription | Pay-as-you-go | Gift Cards |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
gorjana product offering
Product offeringCore offering
gorjana designs, sells, and distributes a unified portfolio of fashion and fine jewelry — including necklaces, earrings, bracelets, rings, and charms — across multiple material tiers (14K gold, gold-plated, silver-plated, pearl, natural diamond, and lab-grown diamond), organized into themed collections (The Classics, The Shell Shop, gorjana Sports Club, Bridal). The company reaches customers through its own e-commerce site, iOS and Android mobile apps, a nationwide network of physical retail stores offering in-store styling and complimentary gift wrapping, and a separate wholesale channel.
Product overview
Gorjana is a direct-to-consumer fine and fashion jewelry brand offering a unified portfolio of necklaces, earrings, bracelets, rings, and charms across multiple material tiers (solid gold, gold-plated, silver-plated, pearl, and diamond), organized into themed collections such as The Classics, The Shell Shop, and gorjana Sports Club. The brand operates both an e-commerce platform and physical retail locations, offering free standard shipping on orders over $150, complimentary gift wrapping, and in-store pickup options.
Differentiator
Problem solved
Functional benefit
Brands
- The Shell Shop: A seasonal shell-themed jewelry collection and shopping experience featuring beach-inspired pieces including shell pendants, pearl jewelry with shells, and summer-themed accessories.
Products and services
- Fine Jewelry
Quantifiable outcome
- Featured alongside major jewelry brands including Jennifer Fisher, Alexis Bittar, Mejuri, and David Yurman in WWD gold necklace recommendations
Companies that use gorjana
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles4 records
gorjana technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
gorjana partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Arizona State UniversitycoreMulti-year deal signed with Arizona State University in 2026 involving cash, stock, and sponsorship agreements with female college athletes, part of expanding partnerships with female college athletes.
- US Women's National Team Players AssociationcorePartnership between USWNT Players Association and Gorjana announced April 2025, creating jewelry designs that reflect athletes' personal stories and principles, turning jewelry into storytelling art and symbols of empowerment.
- Lauren BettscoreWomen's sports star partnership with Lauren Betts (volleyball), one of multiple partnerships Gorjana has signed with women's sports stars as part of their sports-driven marketing growth strategy.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
gorjana competitors and assessment
Company assessmentEmerging players
- Catbird: Brooklyn-based independent fine jewelry brand focused on dainty solid gold and diamond stacking pieces, often listed alongside gorjana in editorial roundups and competing for the same dainty-everyday jewelry customer.
Direct peers
- Kendra Scott: Multi-channel designer jewelry and lifestyle brand with a strong physical retail store footprint, e-commerce, personalization, and color-stone fine jewelry assortment very comparable to gorjana's gifting and bridal offerings.
- Aurate: New York-based direct-to-consumer fine jewelry brand with sustainable sourcing, gold vermeil-to-solid-gold ladder, and a women-focused customer profile highly comparable to gorjana's positioning.
- Alexis Bittar: Independent designer jewelry brand known for sculptural statement pieces and demi-fine offerings, often cited alongside gorjana in editorial roundups for fashion-forward necklaces and earrings.
- Mejuri: Direct-to-consumer fine and everyday jewelry brand operating with a comparable price ladder from gold vermeil to solid gold, omnichannel retail footprint, and similar Millennial/Gen Z target customer; arguably gorjana's closest scaled competitor.
- Monica Vinader: British contemporary jewelry brand offering demi-fine and fine gold jewelry with personalization and sustainability credentials, mirroring gorjana's accessible-luxury, giftable, everyday-wear positioning.
- BaubleBar: D2C fashion jewelry brand specializing in personalized initial pieces, birthstones, and giftable everyday jewelry at price points directly overlapping gorjana's gold-plated tier.
- Jennifer Fisher: Independent designer jewelry brand known for chunky gold chains, personalized initial pieces, and celebrity-driven positioning at comparable accessible-luxury price points, directly overlapping gorjana's core assortment.
Broad incumbents
- Pandora: Global jewelry powerhouse with charm bracelets, personalized pieces, and a massive physical retail network; overlaps with gorjana's charm, initial, and gift-occasion assortment at scale.
- David Yurman: Established American fine jewelry brand with broad assortment across precious metals, diamonds, and bridal; competes with gorjana in fine and bridal categories but at a higher price ceiling and broader luxury footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
gorjana social profiles
Digital presencegorjana financial estimates
Financial estimateRevenue estimate
Valuation estimate
gorjana leadership team
Management profileNumber of profiles
Profiles4 records
gorjana funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
gorjana M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about gorjana
What does gorjana do?
gorjana designs, sells, and distributes a unified portfolio of fashion and fine jewelry — including necklaces, earrings, bracelets, rings, and charms — across multiple material tiers (14K gold, gold-plated, silver-plated, pearl, natural diamond, and lab-grown diamond), organized into themed collections (The Classics, The Shell Shop, gorjana Sports Club, Bridal). The company reaches customers through its own e-commerce site, iOS and Android mobile apps, a nationwide network of physical retail stores offering in-store styling and complimentary gift wrapping, and a separate wholesale channel.
Is gorjana a public or private company?
gorjana is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was gorjana founded?
gorjana was founded in 2004. It employs 101 to 250 people.
Where is gorjana based?
gorjana is headquartered in Laguna Beach, United States, in the North America region.
How does gorjana make money?
Two revenue lines are on record. Direct Jewelry Sales are the primary driver. The others are wholesale.
Who are gorjana's main competitors?
Catbird is listed as an emerging player. Direct peers are Kendra Scott, Aurate, Alexis Bittar, Mejuri, Monica Vinader, BaubleBar and Jennifer Fisher. Broad incumbents are Pandora and David Yurman.
Does gorjana have an API?
No public API is recorded for gorjana.
What industry is gorjana in?
gorjana's product category is Fashion and Fine Jewelry. Its primary akta.pro industry code is CRAKABAC, Designer/Artisan Fashion Jewelry (Independent Brands), with a secondary code of CRAKAGAC, Bridal & Engagement Jewelry Retail. Its NAICS code is 45831 and its SIC code is 5944.