A California jewelry label known for its stackable gold necklaces and layering rings has opened its third New Jersey store, this time inside the massive American Dream complex in East Rutherford. Gorjana's new shop sits at 1 American Dream Way, joining the brand's existing Garden State locations at Westfield Garden State Plaza in Paramus and The Mall at Short Hills.
A Third New Jersey Address for the SoCal Brand
According to NJ.com, Gorjana's jewelry lineup includes necklaces, bracelets, rings and earrings designed for everyday wear and layering, along with 14-karat gold and diamond pieces. The outlet reports the American Dream store is open Monday through Thursday from 11 a.m. to 9 p.m., Friday and Saturday from 11 a.m. to 10 p.m., and Sunday from 11 a.m. to 8 p.m. To mark the opening, the brand is offering gifts with purchase and one-on-one styling appointments, per the same report.
Gorjana was founded in Laguna Beach in 2004 by Gorjana and Jason Reidel, who started the business on their apartment floor before selling pieces at trade shows and local boutiques, according to South OC Moms Network. The founders met while studying at Arizona State University before launching the brand, according to Arizona Foothills Magazine, which noted Gorjana opened its 100th brick-and-mortar store at Scottsdale Fashion Square in April 2025 as part of a nationwide expansion.
From Wholesale Startup to Mall Mainstay
The brand's mall footprint traces back to a deliberate business pivot. Wholesale accounts made up 90% of Gorjana's sales before 2016, but the company shifted 80% of its total revenue to direct-to-consumer store and digital sales within four years, according to Glossy. Gorjana initially scaled nationally through a partnership with Nordstrom in 2014 before opening its first standalone shop in 2016, the outlet reported.
That direct-to-consumer strategy lines up with broader industry data. Offline physical stores generated 85.4% of total global demi-fine jewelry revenues in 2025, according to Grand View Research, which values the global demi-fine jewelry market at $2.8 billion in 2025 with a projected rise to $3.1 billion in 2026. In-person stores let shoppers try on layering pieces and use personalized styling services, the firm notes — a fit for Gorjana's styling-station setup.
Coastal Design Details Inside the Store
Gorjana's physical shops are built to evoke a Southern California coastal feel, featuring mango wood finishes, brass hardware, live greenery, blue bohemian shibori fabrics and a custom Laguna Beach-inspired candle scent, according to JCK. JCK gives examples of store layouts ranging from 765 square feet in Park City to 1,412 square feet in Manhattan Beach, the trade publication reported.
Gorjana offers necklaces and a fine jewelry collection. The brand's fine jewelry pieces range up to $700.
The American Dream Location
The brand's American Dream store is listed as Space D214 at 1 American Dream Way, alongside a cluster of recently arrived activewear and lifestyle brands including Vuori Clothing, Comfrt, Moncler and Athleta, according to the American Dream Directory. The megamall is located in East Rutherford.
Sunday Hours Amid an Ongoing Legal Fight
American Dream's listed Sunday hours for tenants like Gorjana come as the complex faces an active lawsuit from the Borough of Paramus, which alleges that Sunday retail sales violate Bergen County's centuries-old blue laws barring non-essential commerce on Sundays. According to WHYY, American Dream contends it is exempt from the county blue laws because the mall sits on state-owned property.
More New Jersey Stores on the Way
Gorjana's American Dream debut is not its last planned New Jersey expansion. The brand has signed a commercial lease at Cherry Hill Mall for a store targeted for late 2027, part of a multi-tenant refresh at the South Jersey mall that also includes Aritzia and Timberland. Hoodline has also tracked the brand's national mall growth in recent months, including new locations at Fields West in Frisco, Texas, Market Street in The Woodlands, the Pinecrest shopping center in Ohio, Lakeside Mall in Metairie, Louisiana, and Ala Moana Center in Hawaii.
