You can’t sell jewelry on TikTok.
“Yep, we heard that one a lot,” both Jonas Vogedes and Gerrit Kesten, co-founders of Evermée, told THE MVEye team when we began discussing the breakout success of their tech jewelry e-commerce startup. “But we got very positive results from the first video vignettes we posted on TikTok,” Kesten continued, “so we said, 'why not?'”
And then one of Evermée's earliest video posts hit 2.1 million views and they knew YES, you can sell jewelry on TikTok.
“Everyone, including TikTok, took notice after that video hit,” Vogedes told us. “We had struck a chord that was resonating with a very broad range of TikTok consumers. And our sales exploded.”
Combining romance and technology, Evermée's smart locket necklaces allow users to easily upload and display images of their loved ones just by scanning the locket with their smartphones.
“Jewelry has always been used to cherish memories with loved ones,” noted Vogedes. “With Evermée, we are enhancing this ability through the use of technology. In hundreds of TikTok videos, customers and creators have recorded how this hidden ability turned a little gift into a profoundly touching surprise for their loved one.”
After their early success, TikTok invited Evermée to join the TikTok Creator Marketplace, the official platform for brand creator collaborations. Here Vogedes and Kesten were able to tap into a wide variety of content creators and leverage their audiences to drive traffic and sales on their own brand's e-commerce site.
The results were impressive. Evermée saw a significant increase in website visitors, and today TikTok lists the Evermée story on its business Inspiration page, next to iconic brands like BMW, Yves St. Laurent, Amazon.com, Netflix, and others.
So, THE MVEye team asked, what’s next for these modern-day jewelry visionaries?
“We're in the process of strategically exploring new marketing channels,” Kesten tells us.
“For example, we’ve been invited to join Google's invite-only brand accelerator program, and we'll dive deep into its platforms and see what kind of return on investment we can score.”
Kesten continues, “In terms of products, we're launching bracelets next and have a special concept for them in place. However, we don't want to give away too much just yet. It's going to be exciting, so make sure to stay up-to-date.”
Next time everyone says you can’t … best to take another look at that opportunity.
Marty Hurwitz is the CEO and founder THE MVEye, a company that provides market research and strategic consulting for the global gem, jewelry, and watch industries.
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Marty Hurwitz is the CEO and Founder THE MVEye.
After careers in television, advertising and oil, Marty became a third-generation jewelry retailer when he partnered with a childhood friend in a retail jewelry store in New York City in 1984.
He founded MVI Marketing LLC (THE MVEye) in 1989 together with his wife, Liz Chatelain, and moved to California where they grew THE MVEye into an internationally recognized organization and raised two children (Ray and Helaina).
THE MVEye provides consumer and trade market research along with strategic consulting services to a global client list in the gem, jewelry and watch industries.
Today THE MVEye is headquartered in Austin, Texas.