{"id":13087,"date":"2026-05-15T23:51:27","date_gmt":"2026-05-15T23:51:27","guid":{"rendered":"https:\/\/wildgreenquest.com\/?p=13087"},"modified":"2026-05-15T23:51:27","modified_gmt":"2026-05-15T23:51:27","slug":"club-coastals-rebrand-breaks-sales-records-30k-in-1-day","status":"publish","type":"post","link":"https:\/\/wildgreenquest.com\/?p=13087","title":{"rendered":"Club Coastal\u2019s Rebrand Breaks Sales Records: $30K in 1 Day"},"content":{"rendered":"<p><br \/>\n<\/p>\n<div>\n<div class=\"tw:border-b tw:border-slate-200 tw:pb-4\">\n<h2 class=\"tw:mt-0 tw:mb-1 tw:text-2xl tw:font-heading\">Key Takeaways<\/h2>\n<ul class=\"tw:font-normal tw:font-serif tw:text-base tw:marker:text-slate-400\">\n<li>Bozigian\u2019s business hit $100,000 in sales, driven by TikTok, during its launch month.<\/li>\n<li>Weeks before its flagship store opening, the brand found itself facing a lawsuit.<\/li>\n<li>Bozigian harnessed the power of social media \u2014 and sales have been better than ever.<\/li>\n<\/ul>\n<\/div>\n<p>Kelly Bozigian and her husband, Colt Bozigian, were living out an entrepreneur\u2019s dream. The handmade jewelry company Kelly founded in 2024 \u2014 then called Coastal Caviar \u2014 had taken social media by storm with its charm necklaces and bracelets. After a spotlight from influencer Alix Earle, the business enjoyed \u201cpretty instant success\u201d during its first month live \u2014 $100,000 in sales from its reach on TikTok alone.\u00a0<\/p>\n<figure class=\"wp-block-image size-large\"><figcaption class=\"wp-element-caption\">Image Credit: Maeghan Spurr. Kelly Bozigian. <\/figcaption><\/figure>\n<p>The couple continued growing Coastal Caviar. But as the Bozigians prepared to open a flagship store in Charleston, South Carolina earlier this year, disaster struck.<\/p>\n<p>The day they picked up the keys for their new store, Kelly received an email: Lagos, a jewelry brand founded in 1977, had filed a lawsuit against her business, alleging trademark infringement over use of the word \u201ccaviar.\u201d Lagos obtained a federal registration for its \u201ccaviar\u201d line of jewelry in 1992.\u00a0What she felt in that moment, Kelly says, \u201cpanic\u201d and \u201ccomplete devastation.\u201d<\/p>\n<p>\u201cThe following couple months were the hardest of my life,\u201d Kelly recalls. \u201cI thought this was going to be the end of the brand. Because of social media and the brand awareness we\u2019d generated, I felt like a name change would completely derail the business, and there would be no way to recover.\u201d\u00a0<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-business-panic-in-the-wake-of-a-lawsuit-and-three-year-lease\">Business \u201cpanic\u201d in the wake of a lawsuit and three-year lease<\/h2>\n<p>The potential conflict over the name had actually come up when the Bozigians\u2019 business filed for \u201ccaviar\u201d in 2024. But at the time, Kelly says, their legal counsel said there was no evidence of customer confusion \u2014 and advised them to keep growing.<\/p>\n<p>Now, as the Bozigians were learning of the lawsuit, they had just signed a three-year lease for the Charleston store. <\/p>\n<p>Initially, the couple resolved to fight the lawsuit and go to trial. But about two months into their legal battle, the Bozigians realized their business couldn\u2019t take the financial hit. \u201c\u200aThat\u2019s when the light went off in my head,\u201d Kelly says. \u201cWe have to use this [challenge] as a content engine \u2014 as a way to strengthen the loyalty of the community that we\u2019ve built.\u201d<\/p>\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" height=\"1024\" width=\"683\" src=\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7180-1-1.jpg?w=683\" alt=\"\" class=\"wp-image-429596\" srcset=\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7180-1-1.jpg 2941w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7180-1-1.jpg?resize=200,300 200w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7180-1-1.jpg?resize=768,1152 768w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7180-1-1.jpg?resize=683,1024 683w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7180-1-1.jpg?resize=1024,1536 1024w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7180-1-1.jpg?resize=1365,2048 1365w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7180-1-1.jpg?resize=150,225 150w\" sizes=\"(max-width: 683px) 100vw, 683px\"\/><figcaption class=\"wp-element-caption\">Image Credit: Miranda Gaehde<\/figcaption><\/figure>\n<h2 class=\"wp-block-heading\" id=\"h-choosing-a-name-for-the-rebrand-club-coastal\">Choosing a name for the rebrand: Club Coastal<\/h2>\n<p>In the span of six weeks, the couple went from announcing the lawsuit to announcing a rebrand. Keen to maintain the brand\u2019s coastal roots \u2014 Kelly had gotten the idea for her business at the beach, scrolling on her phone in search of a necklace for an upcoming vacation \u2014 they opted to rename the company \u201c<a rel=\"nofollow\" href=\"https:\/\/www.shopclubcoastal.com\/\">Club Coastal<\/a>.\u201d\u00a0<\/p>\n<p>\u201cWe started thinking about what word could replace Caviar,\u201d Kelly explains, \u201cand we realized it was really our community that built the brand, and our story is unique in that sense that really it was everybody on social media rallying behind us, sharing their necklaces and what they made, and we realized it was this club we\u2019ve created online that\u2019s the real heart of the brand.\u201d\u00a0<\/p>\n<p>The decision, and the couple\u2019s transparency around it, translated to immediate results on social media. Club Coastal\u2019s TikTok following jumped from 80,000 to nearly 125,000.\u00a0<\/p>\n<p>\u00a0\u201cWe were just pumping out so much content around the lawsuit, the rebrand and also leaning into humor,\u201d Kelly recalls. \u201cObviously this is a very serious situation. But we felt like, <em>How can we get our audience engaged?<\/em> They shop because of me and my husband. We\u2019re the brand, and we couldn\u2019t let that spark die.\u201d<\/p>\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" height=\"681\" width=\"1024\" src=\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7078-1.jpg?w=1024\" alt=\"\" class=\"wp-image-429559\" srcset=\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7078-1.jpg 5689w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7078-1.jpg?resize=300,200 300w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7078-1.jpg?resize=768,511 768w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7078-1.jpg?resize=1024,681 1024w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7078-1.jpg?resize=1536,1022 1536w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7078-1.jpg?resize=2048,1363 2048w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/DSC_7078-1.jpg?resize=338,225 338w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"\/><figcaption class=\"wp-element-caption\">Image Credit: Miranda Gaehde<\/figcaption><\/figure>\n<p>Club Coastal gave their followers on social media a look at the \u201cvery stressful\u201d behind-the-scenes operations that went into pulling off a rebrand the week of a flagship store opening. From signage to bags and more, \u201cbasically everything needed an overhaul.\u201d But, in the end, the timing paid off \u2014 as the catalyst for Club Coastal\u2019s \u201cbiggest brand building moment yet,\u201d Kelly says.<\/p>\n<p>The Charleston grand opening took place on April 25 (caviar was served, a nod to the Bozigians\u2019 sense of humor). Club Coastal saw a 114% sales increase in the six-week period  between when it announced the lawsuit and rebrand, and on the day of the store\u2019s opening, its daily sales broke a new record: $30,000 with a charm necklace sold every 70 seconds.\u00a0<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" loading=\"lazy\" decoding=\"async\" height=\"1024\" width=\"703\" src=\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/grand-opening2_448a84.jpg?w=703\" alt=\"\" class=\"wp-image-429597\" srcset=\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/grand-opening2_448a84.jpg 1300w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/grand-opening2_448a84.jpg?resize=206,300 206w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/grand-opening2_448a84.jpg?resize=768,1118 768w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/grand-opening2_448a84.jpg?resize=703,1024 703w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/grand-opening2_448a84.jpg?resize=1055,1536 1055w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/grand-opening2_448a84.jpg?resize=155,225 155w\" sizes=\"auto, (max-width: 703px) 100vw, 703px\"\/><figcaption class=\"wp-element-caption\">Image Credit: Miranda Gaehde. Kelly and Colt Bozigian.<\/figcaption><\/figure>\n<p>\u201c\u200aNow I have a completely different outlook on content in general,\u201d Kelly says. \u201cAnything good or bad that\u2019s going on behind the scenes, there\u2019s an opportunity to use it for content, to tell a unique story, to strengthen the community that you already have and acquire new customers.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-using-social-media-and-storytelling-to-break-sales-records\">Using social media and storytelling to break sales records<\/h2>\n<p>As \u201canxiety-inducing\u201d as the situation was, Kelly says the rebrand has also been a blessing in disguise. Club Coastal\u2019s current sales are higher than ever before, and the Bozigians feel \u201creally energized\u201d about what\u2019s next: packaging upgrades, a loungewear launch and eventually another store.\u00a0<\/p>\n<p>Even the lowest lows in business can have a silver lining \u2014 so long as founders stay ready to spin those negatives into a positive.\u00a0<\/p>\n<p>\u00a0\u201cDocument everything because storytelling is probably one of the strongest marketing tools,\u201d Kelly says. \u201cWe\u2019ve found a great way to storytell on social media. A lot of the time it\u2019s just propping up the phone and filming what\u2019s going on. Honestly, sometimes bad things end up making the most interesting content. Use it to your advantage.\u201d<\/p>\n<\/p><\/div>\n<div>\n<div class=\"tw:border-b tw:border-slate-200 tw:pb-4\">\n<h2 class=\"tw:mt-0 tw:mb-1 tw:text-2xl tw:font-heading\">Key Takeaways<\/h2>\n<ul class=\"tw:font-normal tw:font-serif tw:text-base tw:marker:text-slate-400\">\n<li>Bozigian\u2019s business hit $100,000 in sales, driven by TikTok, during its launch month.<\/li>\n<li>Weeks before its flagship store opening, the brand found itself facing a lawsuit.<\/li>\n<li>Bozigian harnessed the power of social media \u2014 and sales have been better than ever.<\/li>\n<\/ul>\n<\/div>\n<p>Kelly Bozigian and her husband, Colt Bozigian, were living out an entrepreneur\u2019s dream. The handmade jewelry company Kelly founded in 2024 \u2014 then called Coastal Caviar \u2014 had taken social media by storm with its charm necklaces and bracelets. After a spotlight from influencer Alix Earle, the business enjoyed \u201cpretty instant success\u201d during its first month live \u2014 $100,000 in sales from its reach on TikTok alone.\u00a0<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" loading=\"lazy\" decoding=\"async\" height=\"1024\" width=\"804\" src=\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/Kelly-Headshot.jpg?w=804\" alt=\"\" class=\"wp-image-429553\" srcset=\"https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/Kelly-Headshot.jpg 2134w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/Kelly-Headshot.jpg?resize=236,300 236w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/Kelly-Headshot.jpg?resize=768,978 768w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/Kelly-Headshot.jpg?resize=804,1024 804w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/Kelly-Headshot.jpg?resize=1206,1536 1206w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/Kelly-Headshot.jpg?resize=1608,2048 1608w, https:\/\/www.entrepreneur.com\/wp-content\/uploads\/sites\/2\/2026\/05\/Kelly-Headshot.jpg?resize=177,225 177w\" sizes=\"auto, (max-width: 804px) 100vw, 804px\"\/><figcaption class=\"wp-element-caption\">Image Credit: Maeghan Spurr. Kelly Bozigian. <\/figcaption><\/figure>\n<p>The couple continued growing Coastal Caviar. But as the Bozigians prepared to open a flagship store in Charleston, South Carolina earlier this year, disaster struck.<\/p>\n<p>The day they picked up the keys for their new store, Kelly received an email: Lagos, a jewelry brand founded in 1977, had filed a lawsuit against her business, alleging trademark infringement over use of the word \u201ccaviar.\u201d Lagos obtained a federal registration for its \u201ccaviar\u201d line of jewelry in 1992.\u00a0What she felt in that moment, Kelly says, \u201cpanic\u201d and \u201ccomplete devastation.\u201d<\/p>\n<\/p><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.entrepreneur.com\/business-news\/she-used-a-content-engine-to-break-her-daily-sales-record-30k-club-coastal\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Key Takeaways Bozigian\u2019s business hit $100,000 in sales, driven by TikTok, during its launch month. Weeks before its flagship store opening, the brand found itself facing a lawsuit. Bozigian harnessed the power of social media \u2014 and sales have been better than ever. Kelly Bozigian and her husband, Colt Bozigian, were living out an entrepreneur\u2019s<\/p>\n","protected":false},"author":1,"featured_media":13088,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[34],"tags":[],"class_list":{"0":"post-13087","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-green-brands"},"_links":{"self":[{"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=\/wp\/v2\/posts\/13087","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=13087"}],"version-history":[{"count":0,"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=\/wp\/v2\/posts\/13087\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=\/wp\/v2\/media\/13088"}],"wp:attachment":[{"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=13087"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=13087"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/wildgreenquest.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=13087"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}