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Marketing Tips for Local Businesses: The Case of a Successful Jewelry Brand on TikTok


Marketing a local business can be a challenge, but it doesn’t have to be. One local jewelry brand, referred to here as “Evry Jewels,” demonstrates just how effective a blend of in-person and social media marketing can be.

The Strategy of Evry Jewels

With more than 43.5 million likes and over 850,000 followers on TikTok, Evry Jewels has found a way to captivate a large audience. This isn’t by accident. Evry Jewels uses a unique approach that combines engaging with potential customers at their physical location and taking those interactions online.

Stopping People at the Mall

The owner doesn’t wait for customers to come to her; she takes the initiative to engage with people as they pass by her store. For example, she’ll stop a group of girls and ask them about the remaining battery percentage on their phones. She’ll then add up those numbers and offer jewelry at that specific price. In another clever move, she approaches couples and prompts the men to pick out a perfect gift for their partners.

Making Social Media an Experience

Taking these real-world interactions to her TikTok account, Evry Jewels then documents and shares them online. These short, fun videos draw viewers in and encourage them to become part of the experience—either by visiting the store or engaging online.

Why This Works

Interactive and Engaging

Firstly, the brand engages with people on a personal level. By directly interacting with potential customers, the owner creates a memorable experience that people are likely to share, both online and offline.

Builds Curiosity

Whether it’s the men choosing gifts or the “mystery choose” offered to mall-goers, Evry Jewels adds an element of curiosity and surprise that makes each interaction stand out.

Seamless Integration of Online and Offline

What makes Evry Jewels stand out is the ability to create a seamless experience between the physical store and online space. People who have interacted with the brand in person are likely to follow the store online and vice versa.

Lessons for Other Local Businesses

  1. Be Proactive: Don’t wait for customers to find you. Make the first move, whether it’s online or offline.
  2. Engage Creatively: Think of unique ways to engage with your customers that make your brand memorable.
  3. Leverage Social Media: Platforms like TikTok aren’t just for teenagers; they can be a powerful tool for building your brand if used creatively.
  4. Blend the Online and Offline Worlds: Use your online presence to augment your physical location, and use your physical location to drive people online.

Evry Jewels has shown that with some creativity and the right strategy, it’s possible to build a thriving local business in today’s competitive marketplace. So why not try some of these tips for your own local business?

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