"NEW YORK - Jewelry maker Mejuri in 2024 was presented with the type of marketing moment that even loads of media spending can't always replicate. Watching her now-fiance play at that year's AFC Championship game, Taylor Swift appeared sporting an heirloom signet ring from the brand, propelling the product to overnight fame as the pop star and beau Travis Kelce were photographed in a close embrace on the field."
""We don't know where the product is going to end up because the celebrity will pick the product," said Mejuri CEO and co-founder Noura Sakkijha at the National Retail Federation's Big Show on Sunday. "The tip that I would say is really to build a community of influencers, build a community of stylists. If people love your product, it will end up in the right hands.""
Mejuri experienced a sudden surge in visibility when Taylor Swift wore an heirloom signet ring during the AFC Championship, generating overnight fame for the piece. Mejuri capitalized by preparing product placements, leveraging PR and owned social channels, and cultivating influencer and stylist relationships. CEO Noura Sakkijha advised building communities of influencers and stylists so products can find the right hands organically. Panelists from Coterie and Beyond Yoga emphasized community-driven marketing and social media tactics to amplify word-of-mouth. Beyond Yoga launched a celebrity-fronted brand platform, using influence while centering broader community engagement to drive reach.
Read at CX Dive
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