We present a simple and universal technique for assembling gold nanorods (NRs) using self-assembled stacks of lyotropic chromonic materials, without covalent bonding between NRs and the linking agent. The anisotropic electrostatic interaction between the chromonic stacks and NRs allows one to achieve either side-by-side or end-to-end assembly, depending on the surface charge of NRs. The assembled superstructures are stable within an extended temperature range; the degree of NR aggregation can be controlled by a number of factors influencing the self-assembly of chromonic materials, such as the concentration and pH of the solution.