Gorjana Sport Club Explores Jewelry as a Form of Identity for Female Athletes
Amid a historic rise in women’s sports, the new initiative spotlights how top athletes use jewelry for confidence and self-expression
Gorjana, the California-based jewelry brand, is launching its first athlete-focused initiative, the gorjana Sport Club, on August 4. The campaign features a roster of professional and collegiate women athletes, each sharing how they use jewelry to express themselves on and off the field.
The launch comes during a pivotal moment for women’s sports, marked by record-breaking growth in viewership and investment. The 2024 NCAA Women’s Basketball Championship drew 18.9 million viewers, setting an all-time record for the tournament and surpassing the audience for that year’s men’s final. In the WNBA, 2024 regular-season games saw a 200% increase in viewership year-over-year. Deloitte now projects that women’s elite sports will generate more than $1.3 billion in annual revenue globally by the end of 2025, marking a turning point in the business and visibility of women’s athletics.
credit: gorjana
The WNBA, where gorjana Sport Club athlete Cameron Brink plays for the Los Angeles Sparks, has become a focal point of this momentum. The 2024 season saw a surge in attention, with viewership more than tripling compared to the previous year. Games featuring Brink and other rookies, such as Caitlin Clark and Angel Reese, broke two-decade-old ratings records. League revenue is projected to surpass $180 million. As the WNBA prepares to expand to 13 teams with the addition of the Golden State Valkyries in 2025, players like Brink are helping redefine women’s sports.
Gorjana Sport Club is tapping into this cultural moment by collaborating with athletes like Brink, tennis star Jessie Pegula, professional soccer player Reilyn Turner and beach volleyball recruit Kyra Zaengle. Also featured are volleyball pros Brooke Nuneviller and Merritt Beason, UCLA basketball sisters Lauren and Sienna Betts and the U.S. Women’s National Team Players Association, gorjana’s first partnership with a players association.
Each athlete helped curate a jewelry stack that reflects her identity and journey. “I love wearing my hoops when I play,” Nuneviller told Athletech News. “I rarely take my jewelry off for anything. It makes me feel confident and complete.”
Pegula, who co-founded the nonprofit A Lending Paw, chose a paw-shaped necklace. “I love my paw necklace,” she told ATN. “I love my dogs and supporting our charity, so it always feels the most like me.”
The campaign underscores how personal style choices can serve as tools for empowerment, particularly when uniforms are standardized. The gorjana Sport Club campaign will be available beginning August 4 on gorjana.com.