International Women's Day, International Women's Week and Women's Month are moments to celebrate and empower women who continue to push the envelope by being present and taking charge in the areas that they reside in around the world. It's also a time to reflect and assist those should also lend their voice to this effort. We caught up with the co-founder of gorjana, Gorjana Reidel who is known for her accessible and fine jewelry line that oozes SoCal cool girl style and has been worn by a number of celebrities and those in the know. We wanted to find out about how she created this brand, pieces we should have in our collections and the capsule collection that she has with her sister, Iva Pawling, co-founder of Richer Poorer.
ATHLEISURE MAG: I have been a fan of your brand for a number of years. As a celebrity fashion stylist and accessory expert, I like the aesthetic that you have brought into the jewelry industry. What led you to want to launch this jewelry brand?
GORJANA REIDEL: My childhood home in Serbia was extremely creative and that “DIY” attitude had a lasting impact on me. When I went to college, I knew I wanted to continue to channel that creativity in fashion. Although I studied marketing in college, I landed an internship in cosmetics at Neiman Marcus. After I graduated, I worked as an assistant manager in the jewelry department and that’s where I discovered my passion for jewelry design. I fell in love with jewelry because it’s intimate and timeless. You can wear a piece of jewelry every day and it eventually becomes a part of you.
AM: You and your husband created and are co-founders of this brand, and you are the Chief Creative Officer, what is your day-to-day like?
GR: Every day is different - which keeps it fun and exciting. From design ideation to product meetings….
AM: How do you go about getting inspiration for your jewelry line?
GR: I am really influenced by the Southern California lifestyle and the more relaxed vibe. I get inspired from different things all the time. It could be a cool shape I see, or I will look at something I want to wear and come up with the perfect jewelry piece to complete the look.
AM: Who is the gorjana woman?
GR: There really isn’t one type of woman - we see women from their 20s to late 50s or 60s wearing our jewelry. Our collections are timeless and so versatile - from chains to charms and daintier styles in our fine collection there truly is something for everyone.
AM: What is your process in terms of designing and creating new collections?
GR: This is always a fun process and never really the same. Sometimes we get inspired by a certain gemstone, sometimes it's a fun outfit we want to accessorize or a cool pattern we see and want to incorporate into a design. The process is never the same but that's what keeps us motivated and creative.
AM: How much does Laguna Beach play into your designs?
GR: I am always inspired but the beauty around me and Laguna is certainly one of the most beautiful places in the world. It’s so eclectic and so authentic. There’s a sense of community. I obviously love the beach and the whole topography of Laguna. We live up on a hill. I see the water every day. It’s just one of the most beautiful places I’ve ever been to.
AM: I’ve always loved the fact that your pieces are meant for layering – for those that may not do this, what should they keep in mind when doing this?
GR: Honestly, the more the merrier when it comes to layering…but I do feel like you should wear the jewelry, the jewelry shouldn’t wear you! Start with a couple of simple, classic pieces like our Parker or Venice Necklace and build your layered look to make it your own. We have some beautiful, daintier styles in our Fine Collection - including cool diamonds and 14k solid gold. I love to mix and match all of our styles to create the perfect neck mess!
AM: What are 3 pieces that you’re excited about in the line right now that we should consider including into our personal collections?
GR: We just launched our first fine signet ring with pavé diamonds - I love adding it to my everyday stack, it adds serious shine. I also love layering our Diamond Evil Eye Necklace and Parker Mini Layering Set.
AM: We know that the Tuscon Gem Show just took place a few weeks back, are there gemstones or other materials that you have yet to include in the line that you’re thinking about for future collections?
GR: We only source large gemstones for our stores at the Tucson Gem Show. They have such a wonderful grouping of vendors and some really unique items. In terms of future collections, we are really into exploring precious gemstone options for our fine collection.
AM: We’ve visited your stores here in NY and in DC. With nearly 30 stores, what is the ambiance that you bring into your locations and are there additional locations/cities that you will launch this year?
GR: Each store has a cool, quintessentially Californian vibe and a clean backdrop to highlight the jewelry. Guests are meant to feel as if they’re walking into a welcoming, coastal bungalow in our hometown of Laguna Beach, California. We are excited to open stores in Portland Oregon, and Nashville next month with Carlsbad, Houston, Philadelphia, and Studio City to follow in Q2.
AM: You and your sister created a capsule collaboration for International Women’s Day between gorjana and Richer Poorer. Can you tell me more about what is in the capsule and why you came together to create this?
GR: As female entrepreneurs, we know first-hand that entering the business world can be difficult. In doing this collaboration we are determined to provide support for those who are just starting out. In true collaborative nature, I worked with Iva to create a tank top with the perfect necklace neckline, and Iva pushed me to create a necklace to symbolize our individuality and showcase our bond. The capsule includes the necklace, tank top and then an option to purchase as a bundle with both pieces.
AM: Being a co-founder of Athleisure Mag, we love sharing stories of those that are empowered who make their mark in the world. How important is it for women to be inspired and encouraged to start their own businesses?
GR: I could name a thousand reasons why women should be inspired to start their own businesses. One reason that sticks out is to ensure diversity and balance across businesses. Genders from all different backgrounds bring their own unique perspective to the table and having a healthy mixture is highly effective - we’ve found - at continuing to have a well-rounded outlook on where the business goes next. Jason and I run the company together, and being a male/female team, we truly balance each other out with our differing opinions and viewpoints. All perspectives have value and when you truly listen to incorporate each other into decision making, it can only help to better capture your target customer and grow your business.
AM: 100% of the sales from this capsule collection will be donated to Dress for Success. Why did you want funds to go there?
GR: We always try to inspire others to follow their dreams, and hope that by donating 100% of proceeds, we can help those dreams go a little further. Giving back has always been of major interest to us personally, and both gorjana and Richer Poorer. We are proud and honored to support charitable organizations and communities large and small, nationwide.
AM: Will there be future collaborations of this nature between you and your sister?
GR: I hope so! We had so much fun working together on this.
AM: How do you take time for yourself when you want to make sure that you have the reset that you need?
GR: I love spending time with my family - going on hikes, going to the beach or being out on our boat.
IG @gorjana
PHOTOGRAPHY COURTESY | Gorjana Reidel
Read the APR ISSUE #76 of Athleisure Mag and see INSPIRING WOMEN | Gorjana Reidel in mag.
