At Blueprint Commercial, we understand the important role that local businesses play in shaping Philadelphia’s neighborhoods. In this small business spotlight, we sat down with Danielle Roberson, founder of GLDN Rule, to discuss her path from corporate marketing to entrepreneurship, the experience she hopes to create for customers, and what she has learned about opening and growing a retail business in Philadelphia.

What began as a personal interest in jewelry has grown into a storefront built around connection, creativity, and the simple principle of treating people with kindness.

From a Hobby to a Business

Danielle always knew she wanted to own her own business. With a longtime interest in fashion and jewelry, she found inspiration for GLDN Rule during a trip to Scottsdale, where she discovered permanent jewelry and the idea of grown-up friendship bracelets.

Intrigued by the concept, Danielle pursued training and began offering permanent jewelry at pop-ups on nights and weekends while working her full-time corporate job. After starting with evening and weekend pop-ups, Danielle decided to take the leap and pursue GLDN Rule full-time.

“I always wanted to own my own business,” Danielle shared. “I think it’s a big risk to start a small business, especially with a brick-and-mortar, but I decided, one door closes, another one opens.”

The transition came with its share of challenges, but it also gave Danielle the opportunity to put her marketing background and entrepreneurial ambitions to work. Today, she approaches running GLDN Rule with a willingness to learn, adapt, and embrace the realities of building a business from the ground up.

Creating a Storefront That Feels Like Home

When Danielle began looking for a physical location, she had several considerations in mind. She wanted to understand the commercial real estate market, evaluate square footage and rental costs, and find a location that aligned with her target customers. Being able to walk to work was another priority.

Just as important was the experience she wanted to create inside the store.

Danielle envisioned a space that felt warm and approachable rather than intimidating. With a couch, a TV, and room for customers to spend time together, GLDN Rule was designed to feel less like a traditional boutique and more like visiting a friend’s closet.

“I wanted people to hang out and come into the space whether they were having a great day or having a bad day and leave happier than when they walked in,” she explained.

That philosophy extends beyond the store’s design. For Danielle, the name GLDN Rule reflects a guiding principle she carried with her long before becoming a business owner: treating people the way she would want to be treated. 

Whether someone comes in ready to make a purchase or is simply curious about the business, Danielle wants them to feel welcome.

More Than Jewelry: Creating Meaningful Connections

Permanent jewelry is at the center of GLDN Rule, but the experience often means much more than the piece itself.

Customers visit for a variety of reasons, from celebrating birthdays and graduations to marking milestones with friends and family. Danielle frequently sees mothers and daughters stop in together, couples commemorate their relationships, and groups of friends choose matching pieces.

Weddings have become another meaningful occasion. Danielle sometimes visits brides on the morning of their wedding to create jewelry for the bride, her mother, sisters, and bridesmaids while they get ready.

For Danielle, being part of these moments is one of the most rewarding aspects of running the business. The jewelry becomes a lasting reminder of a shared experience, whether it marks a major milestone or simply gives two people an opportunity to spend time together.

Finding Support in Philadelphia’s Small Business Community

Starting a business can be an isolating experience, particularly when there is no established playbook for navigating the challenges that come with it. Danielle has found that Philadelphia’s small business community offers an important source of support.

She has been especially encouraged by the network of women-owned businesses around South Street and Graduate Hospital. From sharing advice about permits and operating hours to cross-promoting on social media and hosting pop-ups, local business owners have helped one another navigate the practical realities of entrepreneurship.

“What’s really unique about the Philadelphia small business community is that there are so many women-owned businesses and they’re all so welcoming and supportive,” Danielle said. “They genuinely want each other to succeed.”

That spirit of collaboration has reinforced her desire to support other local businesses, including by bringing more products from Philadelphia-area makers into GLDN Rule.

Planning for Growth: Lessons in Retail Real Estate

As GLDN Rule continues to grow, Danielle is beginning to think about what the next phase of the business could look like.

She loves her current space but is gradually running out of room for inventory and merchandise. Looking ahead, she hopes to eventually move into a slightly larger storefront that would allow her to display more products from local businesses, add another fitting room, and create an even more accessible experience for customers.

Reflecting on the process of opening her first storefront, Danielle also recognizes how much there is to consider beyond the advertised rent.

From additional occupancy costs and permits to lease negotiations and planning for future growth, securing a retail space involves decisions that can have a lasting impact on a small business. Danielle noted that working with a commercial real estate broker could have helped her better understand these costs, negotiate lease terms, and think beyond her immediate needs.

“Had I worked with a broker, I think that would have been really helpful to think not just about the next two years, but where am I going to be in five years?” she reflected.

Her experience highlights the value of looking at a commercial lease as more than a transaction. The right space should support a business today while leaving room for its longer-term goals.

Looking Ahead

For now, Danielle is focused on growing GLDN Rule, bringing in new products, and preparing for the busy fall and holiday seasons. She also hopes to continue building relationships with local makers and creating a storefront where customers can connect with both the products and the people behind them.

Her advice to aspiring business owners is to start with a solid business plan, understand the financial realities, and recognize that not every detail needs to be figured out before taking the first step.

“You don’t need to have it fully figured out,” she said. “If it’s something you’re really passionate about and financially makes sense, you should just do it.”

As GLDN Rule continues to evolve, Danielle’s commitment to kindness, community, and creating a welcoming customer experience remains at the center of the business. We look forward to seeing how she continues to grow and contribute to Philadelphia’s small business community. To keep up with GLDN Rule’s latest products, seasonal collections, and upcoming in-store events, follow along on Instagram at @GLDNRule.

At Blueprint Commercial, we understand that finding the right retail space is an important part of building a successful business. Our team works with business owners to navigate the commercial real estate process, evaluate their options, and find spaces that align with their needs and long-term goals.

If you are looking for retail space for your business in Philadelphia contact Blueprint Commercial to discuss your commercial real estate needs.