Jewelry as a Canvas for Self-Expression

Jewelry has always been more than just an accessory; it tells a story, reflects personal identity, and serves as a medium of self-expression. Few brands have embraced this philosophy as boldly as Yourself Expression, the brainchild of teenage entrepreneurs Shelby and Gordy Gogulski. What started in 2013 as a creative solution to afford a pair of boots has since transformed into Gracie Roze, a multi-million-dollar brand specializing in interchangeable snap jewelry, coin lockets, and angel lockets.

Fast forward to 2025, and Gracie Roze continues to capture the essence of personalization in jewelry. Their designs align with the year’s dominant trends—storytelling jewelry, maximalism, and affordability—yet questions remain about the sustainability and scalability of the brand’s interchangeable jewelry model. In this deep dive, we explore Gracie Roze’s journey, their latest offerings, how to style their pieces, and the challenges they face in the ever-evolving jewelry market.

The Origin Story: From Boots to a Booming Business

The story of Yourself Expression is one of creativity, resilience, and family support. It all began when 14-year-old Shelby Gogulski wanted a pair of expensive boots decorated with bows. Her mother encouraged her to earn them, prompting Shelby and her younger brother, 9-year-old Gordy, to create clip-on boot accessories. This DIY ingenuity sparked the idea for interchangeable jewelry, where customers could swap snaps, charms, and lockets to match their mood and style.

The siblings’ entrepreneurial spirit led them to appearances on The View and Shark Tank (Season 7, Episode 729) in 2016, bringing national attention to their business. While they didn’t land a deal on Shark Tank, they had already amassed $365,000 in sales and secured over 200 wholesale accounts. By 2018, they had rebranded as Gracie Roze, signaling their evolution into a broader jewelry and lifestyle brand.

As of April 2024, Gracie Roze reported $5 million in annual revenue, with products available in 400 shops on Norwegian and Carnival Cruise Lines. The founders, now in their 20s, have expanded their portfolio to include the Laleepop girls’ clothing line. However, while the narrative celebrates youthful entrepreneurship, it’s important to acknowledge the behind-the-scenes family involvement and business strategy that fueled this success.

Gracie Roze in 2025: The Latest Developments

Though official 2025 updates remain scarce, early indicators suggest that Gracie Roze continues to thrive. Their core offering remains interchangeable jewelry, with their website boasting the world’s largest collection of poppers (snaps) for personalized styling.

In early 2025, Gracie Roze maintains a strong social media presence, with Facebook Live events and Instagram posts showcasing new product drops. Their ability to adapt—shifting from in-person sales to e-commerce during the pandemic—has ensured continued engagement. However, without updated revenue reports, is their momentum still strong, or has growth slowed?

Additionally, Shelby’s personal journey—including her mental health advocacy following eating disorder treatment in 2021—adds a meaningful dimension to the brand. This could influence new collections with inspirational themes, aligning with consumer demand for meaningful and sentimental jewelry.

Jewelry Trends in 2025: Where Gracie Roze Fits In

1. Personalization and Storytelling Jewelry

Jewelry in 2025 is deeply personal. Consumers crave pieces that reflect milestones, memories, and values. Gracie Roze’s interchangeable designs allow wearers to swap snaps and charms that match their mood and personality—from birthstones to inspirational messages. This resonates with the trend seen in brands like Chloé, which launched customizable charm necklaces this year.

2. Maximalism with Versatility

2025’s jewelry trends lean toward bold, statement pieces—as seen on the Saint Laurent and Valentino runways. While Gracie Roze may not offer oversized sculptural pieces, their stackable snap bracelets and layered coin lockets align with the accessible side of maximalism.

3. Affordable Everyday Jewelry

Consumers want durable, affordable pieces that transition from casual to formal wear. Brands like Gorjana are leading with waterproof, everyday jewelry, a space where Gracie Roze competes. However, concerns about base metal quality and tarnishing in interchangeable jewelry could undermine their “everyday wear” promise.

4. Sustainability and Ethical Production

With eco-conscious shopping on the rise, consumers expect brands to disclose material sourcing. Unlike Ana Luisa, which emphasizes recycled metals and sustainability, Gracie Roze has not provided transparency about their materials. This leaves an opportunity for improvement in their ethical jewelry narrative.

How to Style Gracie Roze Jewelry in 2025

Gracie Roze’s modular designs make them incredibly versatile. Here’s how to style them:

• Casual Chic: Stack colorful snap bracelets with a classic Mixtape necklace for a boho-inspired look, perfect for brunch or a day out.
• Office Elegance: Pair a minimalist snap bracelet with a coin locket for a professional yet personal touch.
• Evening Glam: Layer bold snap necklaces with an angel locket for a striking yet elegant red-carpet vibe.
• Sentimental Statement: Customize an angel locket with a photo or memory coin, making it a heartfelt accessory for special occasions.

Challenges and Controversies Facing Gracie Roze

Despite its success, Gracie Roze faces several key challenges in 2025:

1. Sustainability & Material Transparency

Interchangeable jewelry often uses base metals or plated materials, raising concerns about durability and ethical sourcing. Without clear sustainability initiatives, the brand risks falling behind competitors who emphasize eco-conscious production.

2. Market Saturation & Competition

Snap jewelry is no longer a niche market. Charmed Aroma, Snap Jewelry, and Etsy-based artisans offer similar interchangeable designs. Gracie Roze’s 2,000+ designs set them apart, but maintaining uniqueness in an oversaturated space is an ongoing battle.

3. Authenticity of “Self-Expression”

While Gracie Roze promotes “endless customization,” their mass-market designs create an ironic contradiction. If thousands of people own the same snap bases, how truly unique is each design?

4. Business Growth & Personal Challenges

Shelby’s health struggles and the family’s pandemic-era pivot to e-commerce highlight resilience, but also potential business vulnerabilities. While their $5 million revenue (April 2024) was impressive, has that growth continued into 2025?

Where to Buy Gracie Roze Jewelry in 2025

• Official Website: GracieRoze.com offers the full collection.
• Retail Partners: Select gift shops and cruise line stores.
• Social Media Sales: Facebook Live events remain a popular shopping platform.

Final Thoughts: The Future of Gracie Roze

Gracie Roze remains a pioneer in interchangeable jewelry, blending personalization, affordability, and accessibility. Its story—from teen entrepreneurs to a thriving brand—resonates with those seeking self-expression through fashion. However, the brand’s lack of sustainability transparency, durability concerns, and market saturation challenges highlight areas for growth.

For those seeking affordable, customizable jewelry, Gracie Roze delivers—but mindful shopping is key.