Name: gorjana
Address: 50 S. Main St., Naperville
Phone/website: 630-219-0397; www.gorjana.com
Manager: Diana Campanella, 27, of Naperville
Years in business: 1
What does your business do? “We are a jewelry store. We prioritize exceptional customer service. … We have a fine collection and a fashion collection, a good price point, no matter what your budget is. We cater to all ages, all tax brackets,” Diana Campanella said.
What sort of jewelry do you sell? “We have anything under the sun. Rings. Bracelets. Necklaces. Earrings. Charms. All of it.”
What’s the difference between fine jewelry and fashion jewelry? “Fine jewelry is 14-carat solid gold. We have natural and lab grown diamonds. Fashion jewelry is 18-carat gold plated.”
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What should people know? “We’re part of the Main Street Promenade. That’s why our address is Main Street. We are Suite 138. When people call and ask where we are located, I tell them we are facing Van Buren (Avenue).”
Is this a chain? “There are four other stores in the area: Oak Brook, (Westfield) Old Orchard (in Skokie) and two in Chicago. There are about 140 stores nationwide. … We’re based in Laguna Beach, California. Gorjana and Jason Reidel started this business in 2004. … She designs the jewelry.”
Why are you here? “I was assistant store manager at (the store) in Old Orchard. When they opened up in Naperville, they said, ‘Hey, do you want to take on a store?’ I said, ‘Heck, yeah.’ I love it.
“I started off in Texas (working at a gorjana store) in a suburb of Fort Worth. … My twin sister Victoria was shopping at Old Orchard with her boyfriend and saw a sign that said, ‘Coming soon, gorjana.’ She contacted me. I called my boss and said I need a transfer. … I had been a stylist in Texas for about a year.
“We were store number 105 when we opened. There are 518,000 followers on gorjana’s Instagram (account). When we opened, they said, ‘Welcome to Naperville,’ so a lot of people came in.”
Do you like your job? “I love my job. It’s different every day. I’m always moving. … Another thing I love about this job is we have a lot of regulars.”
Anything you don’t like? “I have a dog named Paris that I’m very close to. I wish I could bring her to work.”
How many people work here? “Five. Myself and four stylists.”
What’s an employee say? “I graduated from Ole Miss and started here May 31. I majored in marketing with a minor in business. … I love it here. Good environment. We walk up to customers, which I like. We’re not hiding behind the cash register. It’s very open,” said Tori Wilson, 23, of Darien.
What do you look for in an employee? “Passion. You can train everything else. I look for someone who has a genuine interest and passion for the brand,” Campanella said.
What about competition? “Honestly, I don’t think competition has been that much of an issue. The style of our jewelry is dainty, minimal. … There are so many (jewelry) stores. Is everyone in Naperville going to be wearing the same necklace?”
Is this a good location for business? “Yes. A lot of the stores in downtown are similar to our demographics. We have a lot of walk-ins. We see a lot of tourists. People traveling for work stop in.”
What are the hours? “10 to 7 Monday through Saturday, 12 to 6 on Sunday.”
When are you busy? “Weekends, for sure. Fridays. And the holidays. November and December were so busy. Valentine’s Day. May because it’s Mother’s Day, graduations, wedding season, prom. All of that. May is a huge gifting season. We call it ‘Maycember.’”
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How do you help us sometimes clueless men? “They take our word like we are doctors. My first question is, ‘Does she like silver or gold?’ And I ask, ‘Does she shop here a lot?’ …We make wish lists for husbands, send them a link of what their wives are interested in.”
Do you sell more silver or gold? “Gold. That’s what we carry the most of.”
Gold has been popular for thousands of years. Why is that? “I don’t know. That’s a great question.”
Do you have any favorite stories? “A woman came in because her daughter was going to have a baby. They ended up getting the birthstone for the month the baby was going to be born. It was cute to be part of that.”
What’s your advice for anyone starting a business? “Persevere. There’s a time period when it’s hard. … You have to persevere.”
Steve Metsch is a freelance reporter for the Naperville Sun. If you know of a business you’d like to see profiled in Down to Business, contact him at [email protected].