Jewelry is a symbol of elegance and sophistication, but it’s more than that for millennials and Generation Z (Gen Z) individuals. Jewelry is a form of self-expression, a way to showcase their unique personalities, and a means to connect with others.
Millennials, who make up almost 60% of diamond jewelry demand in the US, spend around $600 billion annually, with over half of their purchases conducted online. In contrast, Gen Z individuals, who currently account for approximately $143 billion in spending power, are financially burdened but will likely see an increase in purchasing power as they enter the workforce.
Jewelry brand Evry Jewels has taken notice of these two consumer groups’ spending power and influence, targeting them with customized pieces, online interactive experiences, and personalized marketing campaigns. Evry Jewels has made a name for itself in the jewelry industry thanks to its unique and affordable collections, which have attracted many young shoppers. Founded by siblings Brittany and Jake Sigal, the jewelry business offers a range of pieces with a modern aesthetic.
Commitment to sustainability and community
Evry Jewels is committed to sustainability, community, transparency, affordability, and other values resonating well with millennials and Gen Z customers. Interested buyers can find pieces such as the Evil Eye Necklace, Mini Huggies, and Cubic Zirconia Tennis Bracelet in the brand’s bestseller collection.
The business is also dedicated to creating customized jewelry that caters to a specific aesthetic or event. Customers can design their unique pieces, adding a personal touch to their private collections. The brand also collaborates with influencers to design and promote its various designs.
The power of social media engagement in the jewelry business
Brittany Sigal, one of the co-founders of Evry Jewels, has contributed significantly to the brand’s success. She is a youthful entrepreneur who uses her platform to advocate for significant causes and allow her audience to engage with her. On Instagram and TikTok, she promotes the brand’s jewelry and provides behind-the-scenes glimpses into the company’s operations.
“I have dealt with anxiety and depression, and my experience has taught me the importance of mental health awareness. At Evry Jewels, we prioritize the mental well-being of our team and our customers. It’s essential to us that our brand is a positive force in the world,” says Brittany.
She has established a following among loyal fans who feel like they are a part of the Evry Jewels community. With over 1.2 million followers on social media, Brittany has created a welcoming environment for young consumers to discover jewelry and connect with the brand.
“Community is undoubtedly the backbone of our brand, and I believe it’s the most critical aspect of our work,” says Brittany.
Humble beginnings and ambitious goals
Evry Jewels faced various difficulties in the early stages of its business, including limited funding and working out of a basement. However, its commitment to quality and community-building eventually paid off, leading the brand into a seven-figure business. In an interview with Fashionista, Brittany shared how the brand started small by selling jewelry on Instagram and grew from there.
The company has ambitious goals for the near future. It is set to launch a new line of fine jewelry that features 14-karat gold and diamonds. It also plans to continue using recycled gold and silver in production to reduce environmental impact and keep sustainability at the forefront of its business practices. Additionally, the brand is keen on expanding its reach through digital marketing and influencer collaborations while continuing to offer custom jewelry pieces.
In a crowded market, Evry Jewels has managed to stand out by taking a unique approach to design and sustainability. Brittany and her team have established a name for themselves in the jewelry industry that shakes things up and strikes a chord with consumers. From its beginnings as a small family-run business to becoming one of the most successful jewelry companies, Evry Jewels has created something unique and timeless.
