Gunner and Lux is a daughter-and-dad jewelry brand that was founded by Riley Kinnane-Petersen, who is five years old at the time of her initial creations. Riley has been creating bold, positive, and empowering accessories for all ages since the age of five, influenced by her father, John Petersen. Together, they have built a successful brand that is now carried in stores across the world.
Founding and Inspirations
John Petersen, a Target executive, had a significant impact on his daughter's business journey. He helped Riley gather vintage jewelry to incorporate into her first collection. When gunner and lux went viral on Instagram, they gained exposure beyond local markets and found loyal customers across the country.
Brand Story
Riley's passion for dress-up and accessorizing began at a young age. She spent her summers at her summer lemonade stand, selling bold and colorful accessories to passersby. Each piece was unique, made with love and collected from her childhood memories. In 2015, she used her father's vintage jewelry to craft her first necklace, igniting her passion for artisanal jewelry design.
John Petersen, who had experience in retail and real estate before becoming a stay-at-home dad, joined his daughter's business, handling all aspects of the business, including website sales, customer service, and manufacturing. The couple worked collaboratively, with John's corporate background contributing to the brand's success.
Marketing and Social Impact
The brand credits social media, particularly Instagram, for its growth. Gunner and Lux posts a mix of user-generated content, parenting tips, and DIY projects, showcasing the fun and accessible nature of their jewelry. The brand's approach to marketing and social engagement has resonated with parents and children alike, creating a loyal customer base.
Business Challenges
Managing the fast-growing business with a middle-schooler can present challenges. The dynamic between parent and child can sometimes lead to conflicts. However, the Petersens have learned to work together to navigate these challenges. They communicate openly and honestly, making joint decisions that benefit both their family and their business.
Future Outlook
Gunner and Lux's success is founded on the bond between father and daughter, their shared passion for creativity, and their commitment to creating quality, empowering jewelry. The brand shows no signs of slowing down, with plans for continued growth and new product launches. Gunner and Lux are dedicated to making a positive impact in the world, one joyful accessory at a time.
John Petersen, co-owner of Gunner and Lux, reflects on the brand's journey and the importance of family involvement in their business.
