Kelly Bozigian and her husband, Colt Bozigian, founded the handmade jewelry company in 2024, initially named Coastal Caviar. The brand gained significant traction after being featured by influencer Alix Earle, achieving $100,000 in sales during its launch month through TikTok. However, just as they were set to open their flagship store in Charleston, South Carolina, they faced a lawsuit from Lagos, a long-established jewelry brand, alleging trademark infringement over the term 'caviar.' Despite the initial panic and devastation, Kelly pivoted to use the situation as a 'content engine' to engage their community. They rebranded to 'Club Coastal,' emphasizing their community-driven approach. This rebranding was executed in just six weeks and resulted in a 114% increase in sales during that period. On the day of their grand opening on April 25, Club Coastal achieved a record-breaking $30,000 in sales, with a charm necklace being sold every 70 seconds. The Bozigians learned to leverage storytelling and social media engagement, turning challenges into opportunities for growth.