In 2004, Gorjana Reidel followed a creative impulse and launched an eponymous, quintessentially Californian jewelry line with the help of her husband, Jason Griffin Reidel. The driven and passionate duo combined their individual strengths to build the company from the ground up. They hit the road with samples in tow and drove a collective 50,000 miles to sell the initial collection. Initial orders were fulfilled from their apartment floor and they worked the trade show circuit as a team of two.
