Kelly Bozigian. Image Credit: Coastal Caviar/Entrepreneur
They announced the new name, Club Coastal, on April 19, while racing to replace the branding ahead of the store’s opening. The Charleston store opening on April 25 provided a major payoff. Club Coastal recorded $30,000 in sales that day, its highest single-day figure at the time, according to Sent News. A charm necklace was sold approximately every 70 seconds during the opening.
Entrepreneur reported that she had to work through nights to fulfil orders during the early days. Sent News reported that the couple initially planned to fight the lawsuit but later realised they could not afford to take the case to trial. Three months after the launch, the company moved to a manufacturer in Rhode Island, helping ease the pressure of producing every necklace herself.
The Massachusetts entrepreneur launched Coastal Caviar in January 2024, offering handmade charm necklaces and an online experience that allowed customers to design their own pieces. Within six months, the company had crossed $1 million in sales without paid advertising. Jewellery company Lagos, which was founded in 1977, held a federal trademark covering its caviar line and challenged Coastal Caviar’s use of the word, according to Sent News.
CBS Boston reported that shoppers could also design bag charms, reflecting the company’s efforts to extend its personalisation concept into new products.
The reaction video attracted more than two million views, while Earle’s own video featuring the necklace received over nine million views, according to Entrepreneur. A search for a charm necklace before a holiday helped turn Kelly Bozigian’s beachside idea into a rapidly growing jewellery business. What began as a hobby alongside a corporate job soon became a full-time venture, fuelled by social media attention, personalised products and a growing customer base. She eventually ordered a necklace from an Etsy seller, but the process involved screenshots, messages and several exchanges to finalise the design. The experience left her thinking there had to be a simpler way for customers to create jewellery they actually wanted. The growth eventually allowed Bozigian to leave her corporate job. The company also began moving beyond online sales. Its Boston Seaport pop-up, called the Caviar Bar, offered customers the opportunity to create custom necklaces and other jewellery in person. The business encountered a significant setback when a trademark lawsuit forced it to change its name.