Our Story

From its inception, Gorjana has been guided by the principles of authenticity, dedication, and family values. As a company founded by a family, we place great importance on staying true to who we are while embracing the flexibility required to navigate both personal and professional challenges. Our philosophy prioritizes being genuine and intentional in our work, recognizing that meaningful achievements come from effort, commitment, and perseverance rather than shortcuts or perfection. Alongside this dedication, we celebrate the journey, balancing hard work with enjoyment and fostering a culture that reflects both our professional and personal ideals.

Gorjana’s journey began over two decades ago with a vision driven by creativity, determination, and a strong sense of purpose. In 2004, the brand was launched by Gorjana and Jason Reidel from their apartment in Laguna Beach, California. Their innovative spirit and commitment quickly propelled the company forward, allowing them in 2007 to establish a dedicated studio in Laguna Canyon, providing a more permanent space to grow the brand and explore new design possibilities.

The expansion continued in 2016 with the opening of Gorjana’s first retail store in downtown Laguna Beach, close to the studio, offering customers a tactile, personalized experience. By 2017, the brand had reached the East Coast with a presence in New York, broadening its audience and establishing a national footprint. Notable design achievements followed, including the launch of the Parker Necklace in 2018, which has become a signature piece. In 2019, Gorjana introduced its first fine jewelry collection, incorporating diamonds, 14K gold, sapphires, turquoise, opals, topaz, and other precious gemstones. Today, the brand continues to grow, opening stores nationwide while connecting with customers through both retail and digital platforms.

Community engagement has always been a central focus for Gorjana. With the support of our customers, we collaborate with a variety of national and local nonprofit organizations to contribute to meaningful causes. As members of the Laguna Beach community, we prioritize supporting initiatives that benefit women, children, and families, including schools, PTAs, hospitals, and local sports programs. Requests for donations are carefully reviewed, and those selected are contacted directly to coordinate contributions, ensuring resources are allocated thoughtfully.

On a national scale, Gorjana partners with organizations such as The Breast Cancer Research Foundation, Baby2Baby, Dress For Success, Toys for Tots, and the Kids In Need Foundation. These collaborations enable the brand to amplify awareness, mobilize support, and make a tangible difference for communities and individuals.

Gorjana’s retail stores offer an immersive experience where customers can meet stylists, explore curated collections, and take advantage of services like complimentary gift wrapping. Online purchases can also be picked up in-store for convenience, creating a seamless and personalized shopping journey. By combining innovative design, thoughtful community engagement, and attentive customer service, Gorjana continues to craft jewelry and experiences that connect with people, leaving a lasting impression and fostering loyalty around the world.