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Key Takeaways Bozigian’s 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 — and sales have been better than ever.
Kelly Bozigian and her husband, Colt Bozigian, were living out an entrepreneur’s dream. The handmade jewelry company Kelly founded in 2024 — then called Coastal Caviar — had taken social media by storm with its charm necklaces and bracelets. After a spotlight from influencer Alix Earle, the business enjoyed “pretty instant success” during its first month live — $100,000 in sales from its reach on TikTok alone.
Image Credit: Maeghan Spurr. Kelly Bozigian.
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.
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 “caviar.” Lagos obtained a federal registration for its “caviar” line of jewelry in 1992. What she felt in that moment, Kelly says, “panic” and “complete devastation.”
“The following couple months were the hardest of my life,” Kelly recalls. “I thought this was going to be the end of the brand. Because of social media and the brand awareness we’d generated, I felt like a name change would completely derail the business, and there would be no way to recover.”
Business “panic” in the wake of a lawsuit and three-year lease
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