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From Pittsburgh’s Streets To Building A Jewelry Empire: Christian Johnston

Are you looking for a jewelry brand that can create affordable jewelry for you? Or are you a thrill-seeking millennial go-getter who values quality over anything? GLD got you sorted. 

GLD was co-founded by Christian Johnston in 2015 while living in Pittsburgh. He began as a street-savvy guy who was intrigued by fashion. Christian and his childhood friends wanted to have jewelry they could be proud of without spending thousands, as they were just average middle-class kids. Christian also had the vision to combine the lifestyle brand element with jewelry, something that was new for the men’s jewelry space.

Breaking The Norm

Life in Pittsburgh was normal. There weren’t many people stepping out to do different things. Christian and his friend wanted to create a brand of their own. They weren’t going to spend thousands of dollars on jewelry since those that existed were of low quality. Since they couldn’t afford the super expensive stuff, he  came up with the  idea to create high-quality entry-level jewelry and portray that through what he calls “The GLD lifestyle”

The city lifestyle partly influenced this move. Their goal was not only to design and produce jewelry but also to inspire others. Additionally, these visionary entrepreneurs had seen an opportunity in the market. Their dream of doing bigger things than themselves was finally going to be realized. Guess what? GLD was born. 

About GLD

GLD is a phenomenal brand changing the game in the way people purchase jewelry. The company boasts of a collection of jewelry that goes for $899 but still competes with a $12,000 selection in design and standard. But did you know that finding a brand that can scale across the different price points is scarce? That is something that GLD is happy about since it makes them unique. 

When Christian invested $1,000 into the business, it was hard to envision that GLD would be an international brand with millions of stylish clients five years down the line. They are currently headquartered in Miami, Florida.  

GLD has been fortunate enough to partner with big names. Their first-ever celebrity to partner with was Wiz Khalifa. He came in when GLD was only a young brand still taking shape. He led them to some other people and opened floodgates for them. GLD has also partnered with A-list celebrities, including ASAP Rocky, Trippie Redd, Carmelo Anthony, Kevin Durant, and Paul Pogba. The NBA, NFL, MLB, and Marvel Comics came in in 2020 and have provided additional opportunities for GLD. 

Christian’s Secret To Scaling

GLD started small. They had tiny bits of jewelry which they were selling. During that period, Christian was in college. He would go weeks out on social media. That is when he saw an opportunity for social media to help them reach people across the country. 

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GLD focussed on creating a process to make the best quality entry-level jewelry. This step brought people back. As people come to get them, they love them, buy them and share them with their friends. Once they are happy, they leave behind good reviews. With what is similar to the Mercedes model, where you come in and buy excellent quality from entry-level to the top, this approach has made GLD great. 

Wrapping Up

Coming from Pittsburgh, GLD is still grinding and disrupting the world. It was in Miami where everything expanded big. Christian’s childhood dream has come to pass. 

Every dream is valid. Keep the passion, be patient and work harder and consistently. It will not be long before you see success knocking on your door. 

Ulyses Osuna
Written By

Ulyses Osuna has made his own unique advances to traditional PR-marketing activities to help his public relations endeavors succeed.

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