rendering c/o Gorjana
The Laguna Beach-based jewelry brand Gorjana will soon open a storefront on the Upper West Side at 209 Columbus Ave. (between 69th and 70th streets) in the space that formerly housed another jewelry store, Alexis Bittar, which closed in May.
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The new location is set to open August 10 and will be Gorjana’s fifth in New York City. The first NYC store opened in the West Village in 2018 (298 W. 4th St.).
“New York City has been such a special part of our story since the beginning,” said Gorjana Reidel, who founded the brand with her husband, Jason, in 2004.
After stints at Neiman Marcus in Newport Beach and another local jewelry retailer, Reidel felt there was unmet demand for high-quality, yet affordable jewelry. So she began hand-making jewelry out of her home while Jason cold-called nearby retailers. Twenty years later, Gorjana has grown to more than 75 stores across the U.S. and eight-figure annual revenues.
rendering c/o Gorjana
The brand’s most popular products include gold jewelry with diamonds, sapphires, opals and other stones. On the low end, prices range from about $35 to $55 for charms and select earrings, bracelets and necklaces. Gorjana’s fine jewelry gets into the low-to-mid four figures for more luxurious pieces like eternity rings and diamond-studded bracelets and necklaces.
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“My design philosophy has always been that jewelry should make you shine and not outshine you,” Reidel, who was born in Serbia, told So Cal Pulse in 2018. Gorjana’s designs caught the attention of celebrities and influencers like Bella Hadid, Keira Knightly, Jessica Alba and more, which helped catalyze the brand’s exponential growth.
The Columbus Ave. store will feature blush terrazzo, plush seating, custom artwork and a focus on open, natural light throughout the space. Gorjana cites philanthropy as being central to the company’s mission and is encouraging New Yorkers to complete a donation request form so that the brand can better serve the local community.
For more information, visit Gorjana’s website or Instagram.
