Finding gold and good times at Gorjana | News

Gorjana and Jason Reidel live in California, but Arizona still special to them. 

After opening their jewelry store, Gorjana, in Scottsdale and Phoenix, the couple has expanded to Catalina Foothills. 

“Arizona holds a special place in my heart as an alumna of Arizona State University,” Gorjana said.

“It has been so much fun to open stores in a state I once called home.”

Pronounced “gor-yana,” the store recently opened in La Encantada.On display are delicate necklaces and bracelets, rings, earrings and charms that celebrate milestones and moments. 

“We’ve had great success in the Phoenix and Scottsdale market,” said COO Tanya Obermeyer. “It’s been an important state for us to address and make sure we’re hitting the entire addressable market. Tucson was just a matter of time.

“The Catalina Foothills are a stunning backdrop for our third location in the state, and we are so excited to welcome even more Arizona shoppers to our new Tucson location.”

Gorjana describes its pieces as easy, effortless jewelry, to be layered or worn alone.

“We have a mix of fine jewelry and fashion products,” Obermeyer said. 

“Our fashion products are 18-carat gold-plated jewelry. It’s really accessible, at an entry level price point. Our fine jewelry is 14-carat jewelry and it’s at an accessible price point.”

The products are lovely, no question, and the fashion jewelry can be affordable, but it is not a five-and-dime product. A gold- or silver-plated necklace with a bit of embellishment is $58. There are several others at this price, enhanced with colorful stones or a charm in the shape of a letter.

The Avery is the highest-priced fashion necklace, coming in at $175. It measures 33 inches and also comes gold- or silver-plated and features a lock and key charm. 

Necklaces in the fine jewelry category are 14-carat gold and could feature a small diamond and  opal. This comes in at $165. 

For those feeling more generous, the top priced necklace, the Melbourne, is $4,500, but features 36 diamonds on a 14-carat gold chain.

The bracelets come in sizes up to 7 inches. Also look for earrings and rings.

Customer service is important to Gorjana. 

Sales staff are trained to ascertain its customers’ style, show them what may appeal to them, and how to layer the jewelry.

Everything in the store, Obermeyer said, is available to try on.

To that end there are vanity-like “styling stations” with mirrors peppering the walls of the store.

The business’ customer base is varied.   

“We don’t have one (type of)  customer,” Obermeyer said. 

“Our customers can be met with several  different types of our products. If you are someone who goes to UA and you’re coming in here … you’re going to shop fashion or fine product.

“You’re going to be able to style it or stack (earrings) no matter how many piercings you have.”

Earrings may also be bought on its own or by the pair. 

The owners, Obermeyer said, stress the importance of connecting with a customer.

“We’re going to try to understand what you want; we want you to feel welcome into the store,” she said. 

“It’s not about the product first, it’s about welcoming you in, learning what you’re here for. We tell you a little bit about the brand and then from there we’ll try to figure out what product might be best, what you’re interested in, what we can style for you.”

Even fun can enter the equation.

“Our goal is, ‘Come over, sit down, let’s style, let’s have fun,’” Obermeyer said. 

“Even if you walk away with nothing today, we want you to have fun playing with the product… 

“We want it to be a personal and fun experience for you.”