I love your name, it’s beautiful! You arrived here from Yugoslavia when you were 7 years old and were discovered and started modeling for Ford Models when you were 15 years old. Do you think your early years in Yugoslavia, modeling and travel fueled your creativity?
I definitely think all of those aspects contributed to my creativity but those early years in Yugoslavia had the biggest influence on me. I grew up in a household where everything was DIY; most of the things around me were handmade.
I watched my grandmothers sew clothing, knit sweaters and crochet tablecloths and curtains. I learned to knit at an early age and grew up creating and playing with my hands. I think that’s why jewelry felt so natural to me, I could make it myself. I have always believed that if I want something I can create it.
Can you tell us a bit about your background, and how you became interested in jewelry and design?
I think I always knew I wanted to work with products but never anything specific.
I never intentionally set out to start a jewelry line, let alone a large company. I got my degree in Marketing but when I started interviewing I quickly realized I would not be with a regular 9-5 job. I needed to be creative and express that energy that was inside me. Jewelry sort of just fell into my path. I got my first job at Neiman Marcus as an assistant manager in their jewelry department and fell in love with it. I was 22 and could not afford any high-end jewelry so I started designing pieces for myself and my friends that were high quality but at a more approachable price point. That was 14 years ago and I still love designing jewelry as much today as I did back then.
You started your business Gorjana with your husband Jason in 2005. How did you two meet? Was that a natural decision for you two to work together, or how did that come about?
Jason and I met at ASU and started dating after college. We talked about working together on our second date but did not start our journey until a few years later. We both had different jobs and were tossing around a bunch of business ideas. Creating jewelry was just something that I was doing for fun and to get by until we figured out the “big idea”.
It came very naturally for us to work together-we just combined our individual strengths. We hit the road with samples in tow and drove a collective 50,000 miles to sell the initial collection. We filled our initial orders from our apartment floor and we worked the trade show circuit as a team of two. We made it work until we could hire our first employees. One of our favorite quotes is “life is what happens while you are busy making other plans”.
What are the pros and cons of working with your husband / partner? There are a lot of women who would be nervous to take that on!
The pros are that he is truly my best friend and that we get to share this incredible experience together. I could not imagine doing this without him. The cons are definitely finding your spacing as the company grows and figuring out how to divide and conquer. It also makes it really hard not to bring your work home. We fortunately have spent a lot of time mastering both and are in a great place. It takes a lot of work and patience but for us it is so worth it.
You have a beautiful office and showroom in Laguna Canyon in Laguna Beach, CA. How did you end up here in OC?
Jason went to high school here and his family lived here when we got married. We were always tempted to move to LA or NY but had the foreshadowing to know that when we had kids being around extended family would be important to us. Luckily, we found an amazing community in Laguna Beach. We love it here and feel incredibly fortunate we get to raise our kids in this beautiful place.
How many employees and stores do you have as of today? What is the hardest part of managing a fast-growing business?
We have over 100 employees and 8 stores with more on the way. As the business has grown I’ve had more support–so managing has become easier. The biggest challenge will always be to remain true to ourselves, our original vision, and trusting our gut feelings.
Do you have any special philosophies that you and Jason do to keep your employees happy? I always feel like there is such great energy and productivity in a company if the people that work there are happy…
We really work on making it a positive environment and try to hire people that will contribute to the whole. We have certain company values that we feel are super important to us individually and also to the company. We keep a very open environment where our employees can come to us with anything and keep lines of communication open.
You started out wanting to design accessible fine jewelry. What does that mean?
I wanted to design things that my friends and I could wear season after season. I began to create pieces with a fine jewelry aesthetic, in that I want you to buy it and in two years still love it and want to wear it. I don’t want you to look at it and think, “Oh, that’s so trendy. What was I thinking?” That goal has always driven me since the beginning!
Can you tell us about your “Afterpay” program?
Afterpay is a great program that allows customers to pay for their purchases in installments. Huge companies like Anthropologie, Revolve and Rebecca Minkoff offer it as well. All customers are required to make their first payment at the time of purchase, with the remaining three payments deducted automatically every two weeks from their chosen payment method.
You are known for layering jewelry. Can you share some layering advice for those that are nervous to do?
Layer it up!!!! Don’t be nervous—it’s really hard to screw it up. Layering three necklaces of varying lengths is a great place to start. I like to start with a short, delicate necklace and then use a larger statement-like a pendant-as the longest piece in the layer. Have fun with it and experiment, see what works best for you!
Can you tell us about the healing power and properties of gemstones?
I’ve always loved gemstones for their beauty, but I believe there’s other palpable energy there. It’s so exciting that people are finally accepting crystals as healing tools, opening their minds and incorporating them into their daily routines. You can choose a genuine gemstone based on what you’re instinctively drawn to, or you can explore their individual meanings further at our stores or on our site. We offer over 20 different options, and they all hold various healing properties. More than anything, these are meant to be a reminder, a daily dose of empowerment. For example, on a day when I’m feeling overwhelmed, I wear crystal quartz for clarity or labradorite for balance.
What do you think is coming up next or trending in jewelry design?
I try to stay away from trends and stick to a more timeless vibe. To me keeping up with trends can be exhausting and overwhelming at times–having a variety of pieces that go together makes styling an outfit time efficient and easy. The success of our Laguna adjustable necklace speaks to the current consumer desire for ease and efficiency. I’ve always aimed to design pieces that transcend seasons. Our jewelry is classic, simple, delicate and doesn’t overpower the person wearing it.
What are 3 must have pieces that you think every woman should invest in?
My three go-tos are:
- The Laguna Adjustable Necklace: this can be worn seven different ways (choker, lariat, wrapped, down the back etc).
- Power Gemstone Bracelet: I wear and choose my power gemstones very intentionally each day. They serve as a daily reminder to breathe. My favorites are rose quartz and our limited edition selenite pieces.
- The Taner Hoop: We just released this perfectly sized, everyday hoop. It goes with everything.
What is your favorite piece of jewelry, and why?
I don’t think I can answer that☺
It changes all the time. I get in a certain mode and will wear the same thing every day for weeks. So right now my go to pieces are the Taner Mini Hoops, the Colette Bar Necklace and The Power Gemstone Charm Bracelet in Rose Quartz. All 3 of these pieces go with all of my outfits, day to night.
I love that you are so receptive to the charitable aspects of your business. I’m involved with Working Wardrobes / VetNet, and you have been so generous. I also love that you offer to have parties at your store complete with refreshments and dessert, and give 25% back to the charity of their choice. What has been your experience with that, and wanting to go the extra mile?
Giving back has always been of major interest to me, Jason and our families. Our retail and marketing teams assist community members and nonprofits with fundraising through gorjana shopping parties, jewelry pulls and auction donations. We are so grateful that we’re in the position to be able to support charitable organizations and communities large and small, nationwide. Our charity parties are a big hit because we make it simple for the person or organization who is hosting: we provide the place, food, and wine 🙂
Where do you see Gorjana in the next 10 years?
As a global brand making even more women feel beautiful.
Gorjana
265 Newport Center Drive
Newport Beach, CA 92660
949.662.6101
Gorjana
190 Beach Street
Laguna Beach, CA 92651
949.715.8166
See website for other locations…