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