Thegldshop

The GLD Shop (gld.com) is a direct-to-consumer lifestyle jewelry brand that has carved out a significant niche in the urban and streetwear-influenced market. The company was founded in 2015 by childhood friends Christian Johnston and Dan Folger in Pittsburgh, Pennsylvania. Johnston, the company's President and Chief Creative Officer, was a finance major and basketball player at Duquesne University, where the duo began their entrepreneurial journey by selling jewelry out of their dorm room. What started in a basement with an initial investment of $1,000 each has grown into an international brand headquartered in a 12,000-square-foot facility in Miami, Florida.

GLD's business model is centered on e-commerce, selling directly to a global customer base primarily through its website, thegldshop.com. The company's revenue is driven by the sale of a wide array of jewelry for men and women, including chains, pendants, bracelets, rings, and watches. They offer products across various price points, from gold-plated items utilizing a stainless steel base to more premium offerings like vermeil, solid gold, and moissanite pieces. A key aspect of their financial strategy involves leveraging celebrity endorsements and strategic licensing agreements. High-profile collaborations with artists like Wiz Khalifa, A$AP Rocky, and Justin Bieber, along with world-class athletes such as Kevin Durant and Carmelo Anthony, have been instrumental in building brand credibility and market reach. Furthermore, GLD holds official licensing partnerships with major sports leagues including the NBA, NFL, MLB, and NHL, as well as cultural powerhouses like Marvel and DC Comics, allowing them to offer exclusive, co-branded merchandise.

The product strategy emphasizes in-house design, which allows GLD to offer original styles rather than generic, third-party sourced items. This control over design and production extends to the quality of their pieces, featuring hand-set stones and a proprietary gold plating process for enhanced durability and shine. GLD stands behind its plated and vermeil products with a lifetime guarantee, offering a one-time replacement for items that fade or are damaged under normal wear. The company's offerings are designed to be cohesive, ensuring that pieces from different collections and materials can be layered together seamlessly. In July 2025, the company announced a significant growth investment led by MarcyPen Capital Partners and Brand Velocity Group, with founder Christian Johnston increasing his personal ownership stake, signaling a new phase of expansion.

Keywords: lifestyle jewelry, direct-to-consumer, e-commerce jewelry, urban streetwear, celebrity collaborations, official sports licensing, men's jewelry, women's jewelry, gold chains, custom pendants, Christian Johnston, Dan Folger, NBA jewelry, NFL jewelry, MLB jewelry, Marvel jewelry, hip-hop culture, Miami jewelry brand, online retailer, lifetime guarantee