GLD
GLD, also known as The GLD Shop, is a digital-first jewellery brand from Miami, Florida, founded in 2015 by Christian Johnston. It sells classic and custom chains, pendants, watches and accessories for men and women.
| Founded | 2015 |
|---|---|
| Founder | Christian Johnston |
| Headquarters | Miami, Florida, United States |
| Licensing partners | NBA, NFL, MLB, NHL, WNBA, NCAA, DC Comics |
| Website | gld.com |
What is GLD?
GLD is a Miami-based jewellery brand founded in 2015 by Christian Johnston, who serves as president and chief creative officer. David Reinke is chief executive. The brand built its business online, describing its strategy as digital-first.
Products and positioning
GLD designs classic and custom chains, pendants, watches and accessories for men and women. It is an official licensing partner of major sports organisations and entertainment properties.
- Licensed partner of the NBA, NFL, MLB, NCAA, NHL and WNBA
- Licensed partner of DC Comics
- Expansion into women's categories
Distribution
Having grown through e-commerce, GLD has expanded into physical retail. In July 2025 it announced a strategic growth investment led by MarcyPen Capital Partners, joined by Brand Velocity Group, with H.I.G. Growth Partners remaining a minority investor and the founder increasing his ownership stake.
Why it matters
GLD is an example of a digitally native jewellery brand using sports and pop culture licensing to reach a broad audience, and then moving into stores as it scales.
Frequently asked questions
Who owns GLD jewellery?
GLD was founded by Christian Johnston, with investors including MarcyPen Capital Partners, Brand Velocity Group and H.I.G. Growth Partners.
Where is The GLD Shop based?
GLD is headquartered in Miami, Florida.