2 siblings got their jewelry family tradition to a ~$15M revenue business
> 1.2 BILLION total views
> 2,993,000 followers TikTok, Reels & YT
> 60K monthly downloads for Evry app
This is exactly how they did it ????
23y old Brittany Sigal & and her brother Jake took their family history of jewellery making to a whole new level
They founded Evry in 2019, from their parents’ basement and went insanely viral on TikTok
Evry’s main account at 1,600,000 followers:
tt@evryjewels => 3,860 posts since 2020 => 2.6/day
They’ve experimented with dozens of different formats
Here’s the breakdown of the most viral ones:
Street interviews
Their best performing format (most viral video was from 2023 & got 34.8M views)
This video from last year got crazy engagement => “What is the worst name a guy could have?”
=> 10.1M views // 1.3M likes // 16.5K comments // 50.3K bookmarks // 179K shares
BTS content (EGC)
Ex: “Who in the office would you not let your daughter date?”
EGC = Employee Generated Content and it performs really well for a lot of D2C brands
Founder POV
Brittanny understood that getting personal in her content was the way to boost the brand
Even if it’s a brand account, she remains the face & heart of it, and people love it:
So she has another account tt@evryjewelsofficial
It’s a mix of personal x brand account, videos are more centered on her/opinions/controversy
But still all related to her founder day-to-day challenges, wins and aesthetic
Her most viral hooks are
The ones that tell a juicy story about her business
1/ when a customer thought I was stealing from my own store
2/ calling a customer to refund their order
3/ if this video gets 1M views I’ll expose the influencer who signed a contract with us and…
Total = 169,100,000 views
Besides, found 30+ accounts for Evry’s different locations
Seems like half are legit, half are UGC/fan-based/empty
For the legit ones, seems like a mix of an ambassador program w/ EGC:
All the same content is posted again on Instagram Reels
That means 481,000,000 extra views
In 2022, she released the app:
For people to shop directly from her brand
She’s at 60K monthly downloads & at the Top 100 for Shopping
And she didn’t stop at TikTok & Reels:
Evry Jewellery has a YouTube channel with over 600K subscribers
Doing 388,000,000 views from Shorts, but also posting long-form content
Incl. podcast format, challenges, team vlogs, Britt’s daily vlogs, styling guides, etc
They became a true content creation machine
And that’s what allowed them to become the most viral jewelry brand on TikTok
Britt even said they won’t limit themselves to jewelry for a lot longer, and it’s simple why:
Once you’ve built a distribution network actively reaching MILLIONS of people everyday, there is nothing you can’t sell
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