How Coastal Caviar turned a simple idea into a jewelry business success story

Sometimes the best business ideas don’t start in the boardroom. They start on the sand. When I graduated college, I started *** fashion blog, and then I started *** digital marketing agency that didn’t take off. So I always say that this was like my 3rd time trying, um, and 3rd time’s *** charm. Quite literally the charm. It was June 2023 and Kelly Bozigian was on the beach with her husband Colt scrolling for *** charm necklace to wear on vacation, *** simple task that wasn’t so simple. Had that spark in my brain where I was like, this is it, there needs to be *** website where you can see what you’re creating. And mimic the experience of *** charm bar in real life. By the time they rinsed off their sandy flip flops, coastal caviar was born. We got home, she was on her laptop ordering away, getting domain names, and she’s been on that laptop ever since sourcing charms and just devising this plan for the business. The concept completely customizable charm necklaces where you choose. The story people love creating something of their own, and I think that’s what makes the business so special. Soon after their January 2024 website launch, Kelly started *** TikTok series creating necklaces for social media influencers. I started off with my favorite influencer of all time, Alex Earl, and she dates *** football player, Braxton Barrio, so I was like, I’ll make her *** game day necklace. I ordered *** ton of Miami Dolphins charms, filmed *** video making the necklace, explaining why I picked all the charms. One scroll, one sparkle, and boom. Alex spotted the charm necklace on TikTok and slid into Kelly’s direct messages. And the moment Alex shared the necklace, we had hundreds of orders overnight. The brand recently washed up in Boston’s Seaport. When you put it on, flip it the other way, and then kind of hold it straight. Where they opened *** pop-up caviar bar. We wanted to make it more of an experience. Instead of ordering *** cocktail, you can order *** necklace. Where girls and guys guys come in all the time saying, you know, I’m looking for my wife, my girlfriend. sift through hundreds of charms to create their very own masterpiece. Ended up being really cute and I like that I got. Like pick personalized pieces to me and like my personality and just like my life so it’s really cool. But Coastal caviar isn’t stopping at Nex. They’re branching out to bag charms, hat charms, and even bikini charms. We actually manufacture all the charms in Rhode Island. It used to be the jewelry capital of the United States. So the clamshells, Nantucket baskets, and yes, even croissants are all made right here in New England.

How Coastal Caviar turned a simple idea into a jewelry business success story

Influencer Alix Earle sparks buzz for Coastal Caviar’s personalized jewelry

Updated: 8:31 PM EDT Jun 5, 2025

Growing company Coastal Caviar was born out of need – for a customizable charm necklace. Kelly and Colt Bozigian launched the company first as a website and now as a pop-up shop in Boston’s Seaport neighborhood. The idea? Creating a wearable piece of jewelry to share each customer’s personal story.”They always say the best businesses start that way of just solving a problem that you need in your own life. And obviously that needing a charm necklace is definitely a first world problem,” says company founder Kelly Bozigian. “I had that spark in my brain where I was like, this is it. There needs to be a website where you can see what you’re creating and mimic the experience of a charm bar in real life.”Bozigian’s business got big traction after she gifted a personalized, Miami Dolphins-themed charm bracelet to influencer Alix Earle, in tribute to Earle’s boyfriend, Dolphins receiver Braxton Berrios.

Growing company Coastal Caviar was born out of need – for a customizable charm necklace. Kelly and Colt Bozigian launched the company first as a website and now as a pop-up shop in Boston’s Seaport neighborhood. The idea? Creating a wearable piece of jewelry to share each customer’s personal story.

“They always say the best businesses start that way of just solving a problem that you need in your own life. And obviously that needing a charm necklace is definitely a first world problem,” says company founder Kelly Bozigian. “I had that spark in my brain where I was like, this is it. There needs to be a website where you can see what you’re creating and mimic the experience of a charm bar in real life.”

Bozigian’s business got big traction after she gifted a personalized, Miami Dolphins-themed charm bracelet to influencer Alix Earle, in tribute to Earle’s boyfriend, Dolphins receiver Braxton Berrios.