Gorjana

gorjana had an incredibly loyal customer base and fast-growing e-commerce operation, but as they expanded into new physical retail markets, they needed national and regional press to build consumer awareness and drive foot traffic.

Their biggest challenge was visibility. Despite their retail momentum, many new customers still perceived gorjana as a niche or local brand. Without a consistent media presence to highlight new store openings, product relevance, and leadership credibility, they risked being outpaced by more press-savvy competitors.

While gorjana had a recognizable aesthetic and strong digital sales, they lacked a dedicated PR function to scale their story across markets — especially with a founder-led narrative that could resonate in business and lifestyle press.

LaRue designed a multi-pronged media strategy to align with gorjana’s retail growth and brand evolution. We targeted a mix of local, regional, and national outlets to create awareness on every level — from the neighborhoods surrounding new stores to the pages of top-tier business and fashion publications.

Key tactics included:

• Retail Expansion Announcements: We developed local market campaigns for every new retail door—customizing press lists and outreach for each city to maximize buzz and consumer awareness.
• Product-Focused Editorials: gorjana became a mainstay in seasonal gift guides, fashion roundups, and influencer-approved “must-buy” lists across lifestyle and shopping verticals.
• Founder Thought Leadership: We elevated co-founders Gorjana and Jason Reidel’s entrepreneurial journey with business profiles and podcast features, spotlighting their success as a married couple building a $100M brand.
• Broadcast & Local Press Integration: From Patch to KTLA, we secured key regional coverage in communities where new stores were opening—ensuring brand awareness at street level.
• Evergreen Gifting Stories: We positioned gorjana as the destination for timeless, thoughtful jewelry—whether for birthdays, holidays, or everyday self-gifting.

Our audience strategy focused on women across generations, from Gen Z trendsetters to millennial professionals and Gen X loyalists — anyone looking for elevated, accessible jewelry that makes a statement without the markup.

The campaign earned gorjana critical recognition as a national lifestyle brand with small-town accessibility and big-city impact.
Press wins included:

• CNBC – A feature on couples in business, showcasing Jason and Gorjana’s leadership dynamic and entrepreneurial wisdom
• Glossy – A deep-dive into gorjana’s retail strategy and the brand’s shift from wholesale to a brick-and-mortar model
• Refinery29, Who What Wear, PopSugar – Recurring coverage in top-tier lifestyle outlets positioned gorjana as a go-to jewelry brand for gifting and daily wear
• Patch, KTLA, NBC Los Angeles – Local broadcast and digital features highlighting store openings and regional relevance
• Orange County Business Journal – A profile underscoring gorjana’s trajectory toward $100M in revenue

Each placement contributed to gorjana’s growing national profile, supporting store traffic, founder credibility, and long-term brand equity.

Key coverage highlights:

• CNBC
• Glossy
• OC Business Journal
• NBC Los Angeles