Sales Strategy

TikTok Shop Campaigns Reshaping Jewelry Marketing: Authenticity Over Celebrity June 19, 2025 (0 comments)

Copenhagen, Denmark--The global jewelry market was valued at $353.26 billion in 2023 and is projected to grow at 4.7% annually through 2030, as highlighted in an article by Influencer Marketing Hub. The article highlights that a key factor driving this growth is social commerce, especially through TikTok Shop.

[Image via iStockphoto.com]

Jewelry brands are capitalizing on TikTok’s short-form video format, using unpolished, direct content to engage viewers and shorten the path to purchase. As per the article, this approach is well-suited to jewelry’s visual appeal and relatively low price points.

Ethereal Jewellery: Growth via Live Streams and Direct Engagement

Ethereal Jewellery, founded during the pandemic, leveraged TikTok’s livestreaming tools to grow its customer base. As per the article, daily live sessions featured the founder packaging orders and discussing the brand’s development.

TikTok Shop’s seamless checkout allowed viewers to purchase items directly during the streams. The article reports that within three days, the brand generated £4,560.42 in gross merchandise value (GMV) from over 300 orders, reaching over $10,000 in sales by the end of the first week, without relying on influencer partnerships or paid ads.

Malandra Jewelry: User-Generated Content Driving Conversions

Malandra Jewelry used shoppable user-generated content (UGC) to increase conversion rates. The article notes that real customer photos were embedded into product pages and TikTok Shop listings, making the shopping experience more relatable.

This approach led to a 3x conversion increase, according to Influencer Marketing Hub. Engagement increased by 72.7%, with over 700,000 views on the UGC gallery, 1.7 million impressions, and more than 4,000 monthly clicks on shoppable posts.

Marigold and Masdora: TikTok Live and Ad Optimization

During the 11.11 sale, Marigold Jewelry hosted a 19-hour livestream showcasing its products. The article reports that teaser videos and real-time audience interaction helped Marigold reach over 600,000 followers and top TikTok’s fashion category.

Masdora Jewelry focused on TikTok’s video shopping ads and performance-based optimization for its Ramadan 2023 campaign. As per the article, the brand used relevant hashtags such as #ramadhan2023 and generated a 39x ROAS, selling over 2,500 products and recording 800,000+ impressions. TikTok Shop accounted for 75% of the brand’s gross merchandise value (GMV) during the campaign.

Mineral Fox: Community-Driven Crystal Sales

California-based entrepreneur Kaliesha Rae used TikTok to grow Mineral Fox, her crystal-focused jewelry brand. According to Influencer Marketing Hub, she produced ASMR-style videos, live sales, and informational content about crystal sourcing and use.

Her efforts resulted in 96,000+ TikTok followers, 1.7 million likes, and 60,000 YouTube subscribers. The brand also encouraged UGC and included handwritten notes and educational inserts with each order.

Learn more in this article by Influencer Marketing Hub.