Image commercially licensed from: Unsplash
The global luxury industry is coming back in style after the pandemic left many consumers reluctant to buy jewelry, watches, and other items considered lavish. While that was the case, the pandemic has also promoted mindfulness and the importance of self-care among people worldwide.
As the world recovers from COVID-19, trends in digitization and direct-to-customer sales and marketing approaches are propelling the luxury industry toward massive growth. Research by the U.S. government showed e-commerce sales surged from $571.2 billion in 2019 to $815.4 billion in 2020, growing by 43%. Evry Jewels, a fashion brand that only launched in 2019 but already has over a million social media followers, is at the forefront of these changes.
Brittany Sigal and her brother Jake started Evry Jewels in their basement, and thanks to social media platforms such as Instagram and TikTok, the duo have grown their venture quickly into a seven-figure business. While the market is saturated with online tactics, their brand brings to the table transparency and vulnerability, which have captured a community of loyal fans.
“We design and create high-quality yet affordable jewelry ourselves, but we believe that our brand goes further than that,” says Brittany. “Our pieces serve a meaningful purpose, either to give confidence or a reminder that we can get through the day. This message has enabled us to create a strong and committed community for our brand,” she adds.
Building a transparent brand
Evry Jewels aims to build an intimate relationship with each customer. Brittany creates the pieces from the ground up, drawing inspiration from fashion trends even from her personal struggles, which she believes would translate well into developing jewelry designs with an impact.
The owners post behind-the-scenes clips of how their products are made on Evry Jewels’ social media accounts. Brittany also puts herself in front of the camera, speaking openly about her life and struggles, which she believes humanizes their brand, enabling them to connect to many people at a deep level. The brand resonates particularly with Millennials and Generation Z individuals.
From creator to collaborator
Brittany develops and manages all jewelry designs for the business. She also encourages customers to create pieces of their own designs. “For us, we don’t really see them as just being our customers. We invite them in the design process. They can have full control over the designs,” she says.
“They are community members who help us maintain and grow our brand. When they take part in the design, their picture and story go up on our website. I don’t think many brands have that type of relationship with their customers,” she adds.
Brittany also collaborates with digital influencers in creating key jewelry pieces, building meaningful partnerships to increase the exposure of their products and brand across other audiences.
Evry Jewels’ continuous collaborative success with customers and influencers in creating various jewelry pieces is breaking new ground in the global fashion industry. The business is also on its way to becoming a one-stop shop for all fashion necessities.
