New Vision. Greater Purpose. Better Name.
by Chrissy Lavdovsky
GLDN Founder / CEO
We thought it was time to address our dual presence as GLDN here and Layered + Long on Etsy. If you find it confusing, don't worry. We did too. But hopefully, it'll make sense in a few paragraphs.
The bottom line is this: the name Layered + Long is how I started on Etsy and began building a business. But it doesn't work for what we've become and where we plan to go. GLDN is the name we plan on keeping forever and is our future. (We just couldn't change the name on Etsy).
If you know us from Etsy, well, we’re still creating dainty, personalized handcrafted jewelry. Just now with a more badass vision...and a better name.
Here's the story of an unconventional path to building a brand - and a little insight into the transition of our name from Layered + Long to GLDN...
When I started selling jewelry on Etsy, I had to come up with a name for my shop. I had a much different vision than what I have now. Let me be more specific:
Me on my living room floor (yeah I like to work on the floor)…
Dang, I need a name!
Come on, you got this!
Okay, what do these pieces look like?
Well, some are layered and others are long.
It had a narrow focus. It was not a brand, it was a store.
Just try it...
The reality is, although I’d like to say I had this grand master plan from day 1 - this was not the case. I was a mom in a situation too complicated to find a “real job”, but needed to make some money. I knew I was good at making things, and if the things were small (like jewelry), I could do it from anywhere. People always told me I should open an Etsy store, so I decided it was time to give it a shot.
Then, my shop started doing well and I sold lots of pieces. I realized there was an opportunity for me to actually make a living at this. I decided to get serious, really go for it and try to build a business.
I pretty quickly regretted not anticipating success because I hadn’t put any time into thinking of a brand. I hadn’t imagined it would be necessary! Then, by the time I realized a brand might actually be relevant, I was too busy to put time into anything besides making the pieces to fill orders.
Truth be told, I also wondered if things might just be happening by accident. But after a couple years, I realized the success was not just a fluke and I might be kinda okay at all this - I saw there was a future. And an opportunity to do a lot more.
Where it got exciting…
One of the best moments of my life was when I realized I’d been building a business that had the potential to make a real difference. Not just the way I’d been doing it before - by making special pieces that brought happiness - but by using the potential of a brand to really stand for something. My business is more than just a business - it’s my opportunity to create the change I believe the world needs. I got to work.
Time to Think Big.
There’s potential (and a responsibility) to do great things as you grow. I’d hired a few people by this point and had a team to help keep things moving. So, I was finally able to take a step back and really get intentional about the direction to take things.
We’ve been articulating our focus as a brand towards how we can use jewelry and building a business to really make the world a better place. We have a very clear vision of who we are and of the beauty we want to see in the world. Our brand needed a new name to reflect our new commitment and purpose.
Enter GLDN: for a future of looking good and changing the world.
All we have to say is thank you, thank you, thank you for your support. We can’t wait for you to see the great things we have planned. Keep being awesome!