Yourself Expression Jewelry Update | Shark Tank Season 7

Shelby Gogulski wanted a $200 pair of boots with a cute bow, but her mom told her to earn the money herself. So she and her brother Gordy took an old pair of boots and made their own clips to change up the look. That simple idea grew into Yourself Expression—a line of fun, affordable accessories that let people style what they already own. Will the sharks love the idea? Let’s find out in our Yourself Expression update and pitch recap.

If you’re short on time, here’s a quick overview of what happened to Yourself Expression after Shark Tank.

Shelby and Gordy entered Shark Tank Season 7 to pitch their line of fun, affordable accessories. They sought $50,000 for 20% equity. Unfortunately, they left without a deal as the sharks believed the kids might move on from the business later.

In terms of a Yourself Expression update, the company rebranded as Gracie Roze in 2018 and successfully expanded its product line to include customizable jewelry and accessories. In addition, it secured retail partnerships with over 400 locations, including Norwegian and Carnival Cruise Lines.

Shark	Result
Kevin O’Leary	No offer
Barbara Corcoran	No offer
Lori Greiner	No offer
Robert Herjavec	No offer
Mark Cuban	No offer

Shark Tank Yourself Expression Pitch

• Entrepreneurs: Shelby and Gordy Gogulski
• Business: Interchangeable, custom jewelry
• Ask: $50,000 for 20% equity
• Result: No deal
• Shark: None

Shelby and Gordon pitched Yourself Expression, a customizable jewelry business based in Jacksonville, Florida. Shelby was 15, and Gordon was 10.

They explained that their products let customers mix and match designs using snap-on pieces called “poppers.” One base item can be used to create many different styles.

They offer five collections. These include options for women, men, kids, and pets. Each item comes with a base, and customers can buy poppers separately to update their look.

Customers can buy online, through their website, or in-store. The business also sells in 90 retail locations. These include hospital gift shops, boutiques, and some Hallmark stores.

Shelby creates most of the designs herself, supported by four manufacturers who help produce more styles.

Poppers cost less than $1 to make and sell for $4. Base items cost between $1.20 and $4 and retail for $10 to $14.

They made $250,000 so far in the year and projected $365,000 in total sales. Their profit was around $80,000.

Robert Herjavec held up a necklace and asked if the round piece was where the designs snapped in. Shelby confirmed that.

She explained each accessory comes with a base, and customers buy the snap-on pieces called poppers separately.

Shelby owned 35%, Gordon 20%, and their mom 25%. Kevin O’Leary joked that Shelby gave Gordon a bad deal. They both laughed.

Robert asked why they needed a shark. Gordon said they needed help to expand into licensed products like sports and character-themed designs.

They also wanted to enter more retail locations such as souvenir shops, theme parks, and cruise lines.

Barbara Corcoran said she and Mark Cuban had invested in a similar product and advised them to focus on what’s selling. She didn’t think the business would scale well and went out.

Kevin said inventory management would be tough. He admired what they’d built, but said he takes his investments seriously. He went out too.

Robert reminded Shelby they had already done something amazing. Still, he didn’t feel the business was the right fit for him and went out.

Mark liked the business but didn’t think it was their long-term path. Also, he didn’t want them to feel stuck just because they partnered with an investor. He went out.

Lori Greiner said Shelby was already successful and didn’t need the added pressure of an investor. Lori was the last shark to go out.

Shelby and Gordy left Shark Tank without a deal, but armed with much more knowledge.

Let’s take a look at our Yourself Expression update to see what happened after Shark Tank.

Shark Tank Yourself Expression Update

Our Yourself Expression update found that the company underwent significant transformations after pitching on Shark Tank.

In 2018, the company rebranded as Gracie Roze, expanding its product line to include customizable jewelry and accessories.

Further, in 2022, Gracie Roze had its products available in over 400 retail locations, including partnerships with Norwegian and Carnival Cruise Lines.

In 2021, Shelby sought treatment for an eating disorder, and her dad suffered a heart attack.

Despite these personal setbacks, our Yourself Expression update found that by 2024 the company had grown to over $5 million in revenue.

However, at the time of writing, the Gracie Roze website is currently down. However, the socials are still active so hopefully things will be back up and running soon.

When we get more information about the entrepreneurs, we will be back for another Yourself Expression update.

If you’d like to find out more about the other companies appearing in Season 7 Episode 27, follow the links below for the episode’s other company updates.

• Dollop Gourmet Update
• CreaProducts Update
• Spooner Boards Update

Before you go, be sure to check out our list of all the Shark Tank Season 7 products.