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Brand Story

Hello everyone, my name is Joyce and I would like to introduce my initial reason for creating this brand - Joycenamenecklace.

In 2018, my friend had a birthday and I planned to send her a special customized gift, I picked a long time between physical stores and online stores. Finally I chose to purchase a name necklace in sterling silver online. When I waited for the arrival of this package with great expectation, my disappointment came as I received a poorly made and not silver material, I was duped. In the end I chose to buy a necklace from a brick and mortar store for my friend. Because of this shopping experience, I was determined to change something.

I met a friend by chance and talked to him about this, then I also learned that he had 10 years of experience in the jewelry industry, so I had an idea to create a reliable online jewelry brand, mainly 925 silver jewelry matching with other material. It took us a year to find the supply chain and high-quality materials. Having a good partner with 10 years of jewelry experience, our store was soon online, and we officially launched on August 18, 2020.

In this short year or so, we have made some mistakes, such as QC quality control is not strict enough, the name necklace is wrong, etc. We adjusted quickly because I will always remember how bad my shopping experience was. Whenever we receive a satisfactory feedback our whole team is excited about it, we know where we came from and where we are going.

One step at a time, We keep improving the product, service and the team. W will never forget the original intention.


You’re Gold, Baby. Solid Gold.

Baby Gold casts an indelible and cherished treasure in fine jewelry. From personalized pieces celebrating life’s greatest moments to signature staples that can be worn for decades, each piece is made in our family owned and operated factory in Los Angeles. After decades of manufacturing for the industry’s biggest brands, we cut out the wholesale model to go direct to the consumer. Since launching for the public, Baby Gold has been honored by praise in Vogue, Harper’s Bazaar and many other publications.

We created Baby Gold for the everyday woman and her tribe. We bring 14K gold jewelry, brilliant diamonds, customized service and exceptional quality without the traditional 10x markups. Each piece comes with free shipping & a lifetime guarantee, which means wearing your pieces daily will never be a problem.

We’ve enjoyed seeing our brand on celebrities such as the Kardashian sisters, Shay Mitchell, Behati Prinsloo, Meghan Trainor, Ashley Graham, and many more.


MEET the Founders

Baby Gold was founded by Helen & Michael Ashikian in 2018. Named the brand after a nickname for their daughter Olivia and her love for gold jewelry, Baby Gold was born out of the couple’s commitment to merge their passion for jewelry design and innovation with a modern business model. Helen and Michael love to travel and spend time at home with their three kids, Olivia, Sienna, and Gavin.