It was 2004 when Gorjana and Jason Reidel founded the now iconic and nationwide jewelry company gorjana on their apartment floor in Laguna Beach, Calif.
The brand is known for its effortless, everyday pieces.
The couple’s Arizona roots run deep. Not only did Gorjana grow up in Scottsdale, but she began her retail journey at Scottsdale Fashion Square, working at GUESS and BCBG during her college years. In fact, that job proved fortuitous in many ways.
Although she and Jason first met while both were students at Arizona State University (ASU), it was a chance visit from Jason to BCBG years later that sparked both their personal relationship and eventual creation of gorjana.
Today, Jason is now CEO of the brand.
In a full-circle moment, gorjana opened its 100th store at Scottsdale Fashion Square in April 2025. There are other locations in the city, including at Scottsdale Quarter, and today, there are more than 110 across the country.
While the couple now lives with their children in California, they are back here often—including to visit their son, who is carrying on the family tradition and now attending ASU.
Here, we caught up with Gorjana to talk about Scottsdale, business, and family.
You and Jason met at Arizona State University (ASU)! How did you meet there?
Greek life! He was a senior when I was a freshman and our paths crossed when I started college, but we reconnected about four years later. The rest is history.
What made you choose ASU?
I was an immigrant kid who moved from Serbia to Canada at age 7, and then from Canada to Arizona just as I was starting high school. Only a few years later I was already looking at colleges, so another big move wasn’t really on my radar. I was happy to stay a little closer to home and ASU had just about everything I was looking for.
You graduated with a degree in …
Business.
When was the moment you knew you wanted to launch a jewelry brand?
There wasn’t one defining moment; it was more a series of events that led me here. I started out working in the jewelry department at Neiman Marcus right after college, which first sparked my interest. I never set out with the intention of launching a jewelry brand, but it just kept unfolding that way, and we leaned into it. At the end of the day, we’ve always been very follow your gut people.
Gorjana has a signature aesthetic—what drives that look?
I draw a lot of inspiration from our home in Laguna Beach. There’s something so special about the casual California lifestyle, and I want anyone who walks into our stores to feel like they’ve stepped into a coastal bungalow. The coast is where I feel most at peace, and I’ve always wanted that same sense of ease and beauty to come through in our jewelry and our spaces.
Which has been the top-selling product of all time?
Our most popular product has to be the Parker Necklace. I designed it years ago, and it’s become a true staple in our Classics Collection. The beauty of Parker is that it’s more than just a necklace; it’s that core layering piece you can build on. Add charms to make it personal, pair it with other chains to create your own look, or wear it solo and let it shine. It’s the kind of piece that works hard for you every day, no matter how you style it.
Your favorite piece that you’ve created?
I feel like this shifts with every collection. I genuinely get excited about each piece, because there’s something so special about bringing an idea to life from start to finish. You start to appreciate all the little moments that lead to a launch, and that makes it impossible to choose just one favorite.
Any products you're anticipating as being top sellers this holiday season?
Anything personalized. Whether it's an alphabet, bespoke, or birthstone piece, our customers love these—and they make a perfect gift!
The one piece of jewelry you never leave the house without …
Honestly, it’s too many to count, especially since I’m always testing new product samples. I love layering and mixing things together, so there’s never a day I leave the house without a stack of jewelry. If I had to choose the pieces that are most consistent, it would definitely be my rings. They’ve become part of my everyday uniform, even as I rotate in new designs.
How do you and Jason balance your personal and professional life together?
We try really hard to leave work at work. When we’re together as a family (at the dinner table, at one of our kids’ sports games) we’re fully present. The email inbox will always be there the next day.
You have two children. The best part of being a mom is …
Watching them learn and grow into their own unique personalities has been such a gift. They have different interests, and fostering those passions and encouraging them to explore who they are is so important to me. One of them just left for college and seeing him step into the world on his own has been amazing. It’s rewarding in a whole new way to watch them discover life through their own experiences.
Gorjana has grown from a small operation into a national name. What do you think has fueled that growth the most?
Definitely our customers and really feeling like we understand what they want. We’ve built the collection so there’s truly something for everyone, whether it’s a piece you wear every day or something more personal you layer in. What makes it all possible is the incredible team behind the brand. They are passionate, truly the best out there, and absolutely obsessed with creating the best customer experience. From the way we design our jewelry to the store environments we build, the goal is always to make people feel welcome and inspired, the kind of place where you actually want to spend time.
You recently opened your 100th store—and back where it all began! Can you tell us about that?
My very first retail job was at Scottsdale Fashion Square at BCBG, and funnily enough, that’s where Jason popped in and we reconnected after college, a moment that ended up changing the rest of our lives, though we had no idea at the time. I also spent so much of my free time shopping there in high school and college, so coming back now with our store, and getting to visit and do the same with my teen daughter has been incredibly special.
Future plans?
Continuing to meet our customers where they are all while remaining grounded in our Laguna Beach roots.
When you’re not working on the business, we’d find you …
I love being outdoors hiking, cheering on my kids at their games, going out to dinner as a family, winding down with a good movie, or spending time together out on the boat. Those moments are so important for me to recharge and stay grounded.
Your favorite places around here are …
We’ve been staying at The Global Ambassador and absolutely love it. The food is incredible, and the spa is such a treat. For grubby Italian, DelFalco’s is our go-to with the best old school sandwiches. And anytime we are here, we always make a stop at Le Grande Orange. Their breakfast is a favorite of the whole family.
One thing we’d be surprised to learn about you?
That I was born in Serbia and did not learn how to speak English until I was 7!
Anything else you’d like to share?
We’ve been spending more time back in Arizona over the last few years since opening our stores, and it’s been so special to reconnect with where I grew up. What makes it even more meaningful now is being able to share it with our son, who’s at ASU. In a way, we’re getting to relive the college experience through him—just 25 years later—and seeing it all through his eyes has been such a treat.