MJM Gold Jewelry, founded by CEO Jane Marella in 2014, transitioned from RW garments to gold jewelry, a shift further accelerated by their recent entry into TikTok Shop. Marella’s focus on crafting exquisite gold jewelry and a shift in market dynamics laid the foundation for the company’s success.
Since joining TikTok Shop in February 2023, MJM Gold Jewelry has undergone a notable transformation. “The reach we achieved with the TikTok community is on a different level — MJM gained nationwide recognition, which we hadn’t been able to achieve before,” shared Jane.
Central to MJM Gold Jewelry’s success on TikTok Shop is its authentic engagement with the platform’s audience. Jane emphasizes genuine connection, treating customers as friends and engaging in meaningful conversations. This approach has fostered a sense of community around the brand, enhancing brand loyalty and customer engagement.
MJM Gold Jewelry capitalized on TikTok Shop’s live selling capabilities, which played a key role in their growth. According to Jane, TikTok streamlined the process for live selling and made it more efficient for sellers. With its broad market reach and extensive viewer base, TikTok provided MJM Gold Jewelry with a seamless platform to engage with its audience and showcase its collection of gold necklaces, earrings, and bracelets on live streams.
Continuing to utilize TikTok Shop’s features, MJM Gold Jewelry saw substantial progress. With a 39% Compound Monthly Growth Rate (CMGR) in livestream sales, their live sessions became must-watch events, driving sales and excitement among consumers. As MJM Gold Jewelry’s reputation grew, so did its sales figures. From February 2023 to February 2024, the brand observed a significant increase in Daily Active Gross Merchandise Value (DAGMV) with a staggering 54.8x uplift. This uptick in sales reflected the brand’s ability to adapt and thrive in the digital landscape.
“With the help of TikTok Shop, we’re able to join campaigns and receive support, as our live sessions, short videos, and products are highlighted there. TikTok Shop is the number one commerce platform here in the Philippines. So, we must keep up because, for us, TikTok has been the way to uplift our business. Our business made a complete 360-degree turn,” according to Jane.
As MJM Gold Jewelry continues to thrive on TikTok Shop, its success story offers valuable insights for local businesses, showcasing the potential for sustainable e-commerce growth through strategic engagement and authenticity on the platform.
To experience the collection of gold necklaces, earrings, and bracelets firsthand, visit MJM Gold Jewelry’s TikTok Shop storefront here.
