SeidenGang Jewelry was founded in the 1980s by Carol Seiden and Carolyn Gang. They began by creating jewelry for themselves and created their own 18k green gold alloy. Their jewelry began to sell well and it created a buzz in which their hand-woven chains with hidden clasps and detachable convertible pendants became popular. As the company grew they began to hone their focus on targeting women directly as customers. The marketed to the self purchaser, something that was not done at the time.