"We don't know where the product is going to end up because the celebrity will pick the product,"
"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."
Jewelry maker Mejuri received major exposure when Taylor Swift wore an heirloom signet ring from the brand at the 2024 AFC Championship, creating overnight demand. The piece was not a paid endorsement. Mejuri leveraged prior relationships and amplified the moment through PR and owned social channels in a way that did not feel forced. Company leadership recommended building a community of influencers and stylists so loved products reach influential hands organically. Representatives from Coterie and Beyond Yoga emphasized community-driven social marketing. Beyond Yoga launched the "Seek Beyond" platform starring Issa Rae while integrating influencer reach.
Read at Retail Dive
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