Why this jewelry brand’s TikTok followers will defend its founder to the end


In late March, Brittany Sigal, designer and co-founder of beloved Gen Z accessories brand DTC Jewels of Evryposted a crying selfie on the company’s Instagram grid.

“THE THIRD TRUTH behind running a business,” the caption began. “Let me tell you firsthand that it’s the furthest thing from sunshine and rainbows. You’re looking at someone who works 24/7 and is emotionally and physically drained. “

It wasn’t the first time the brand’s 432,000 followers had seen Brittany’s face or a behind-the-scenes moment, but it was a little different from Evry’s aesthetically pleasing Instagram content. Brittany is a bit more vocal and unfiltered on TikTok, where the brand initially found viral success and amassed an even bigger following.

“My face is all over TikTok and it’s not like ‘me, me, me, me, me,’ but it’s a way for us to create that connection with our customers,” she explains.

A new family heirloom

All Evry Jewels pieces are designed from scratch by Brittany and manufactured in-house.

There’s a level of transparency that not every entrepreneur can achieve, but it comes naturally to Brittany who, at 23, isn’t your average entrepreneur. She launched the brand with her younger brother Jake at their parents’ Montreal home in late 2019. Just two years and a pandemic later, this dynamic duo presides over a thriving online retailer with hundreds of on-trend accessories. and affordable, monthly influencer collaborations, a massive social media following, and a warehouse they call their second home.

The young co-founders started Evry because they saw a gap between affordability and quality in the jewelry market, which they knew a little about as fourth-generation jewelers. Their dad even sold high-end jewelry on the Home Shopping Network “Now I feel like I’m doing something similar on TikTok,” observes Brittany, who is more of a public face, while Jake focuses on behind-the-scenes business operations.

As well as being more modern and affordable than its predecessors, Evry Jewels is also unique and personal. Brittany designs everything the brand sells from scratch, her inspiration ranging from fashion trends she thinks would translate well into jewelry, to personal struggles.

The internal struggles of a founder

“I’m a very anxious person and that also forces me to always be the best at everything,” a tendency Brittany noticed in school, she reveals. “I was still studying. If I didn’t get a good grade I would cry, and I feel like that’s the same mindset I have with Evry.”

Although proud of her strong work ethic, Brittany is aware that this tendency to put pressure on herself – “always wondering if you are doing something right or wrong” – stems from a lack of self-confidence. (Not to mention, it’s a recipe for the exhaustion she describes above.) Spending so much of her time working alone on social media, and the comparison it invites, “also play a huge role. “, she says. But she is working on it.

Running a business isn’t exactly common among 23-year-olds, so Brittany doesn’t always feel she can open up to friends about it, but these larger themes of anxiety, self-criticism and perfectionism are more universally relatable, especially among young women who engage with Evry. A notorious double-edged sword, social media has also allowed Brittany to build a supportive community that blurs the lines between clients, followers and friends.

Meaning behind the jewelry

There is often a personal meaning behind the pieces that Brittany designs.

There is often a personal meaning behind the pieces that Brittany designs.

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In addition to putting herself (and her employees) in front of the camera, Brittany gets into her jewelry, like The new Self Love d’Evry collectionfeaturing pieces like a heart-shaped signet ring engraved with the words “self-love”, a “take care of yourself” tote bag and a fidget ring with spinning beads made for other anxiety sufferers.

“That for me is one of the reasons I’m so excited that we can design our own jewelry, because I could put all that meaning behind the line,” she says.

Evry also invites customers into the design process — literally. One, named Abby, was chosen to design a “love yourself” necklace for the collection and feature her photo and a quote on the product page.

Customers as a community

Brittany Sigal, co-founder of Evry Jewels, with a client.

Brittany Sigal, co-founder of Evry Jewels, with a client.

Brittany and Jake want people who wear Evry to feel confident and good about themselves, but the brand’s mission isn’t just about the product.

“It’s more of a community and a feeling,” says Brittany. “I want to be vulnerable [on social media] and show that it’s not all sunshine and rainbows, while trying to be a role model,” she explains, sounding more like an influencer than a founder – another line that Evry blurs: “I don’t think a lot of brands have that type of relationship with their customer.”

For Brittany, this relationship has been the most rewarding part of building Evry with her brother, who notes, “We don’t just have clients, we kind of have fans.”

These customers/fans regularly share encouraging comments and DMs such as: “We are so proud of you” or “Your videos make my day”. And in response to the negative posts that creep in from time to time, they aren’t shy about defending the brand and its founders in the comments, their loyalty akin to that of pop-star fandoms.

Find a purpose

The future of Evry Jewels is not limited to jewelry.

The future of Evry Jewels is not limited to jewelry.

Thinking back to when she and Jake launched the brand, Brittany says, “I feel like Evry was exactly what I needed to become the person I’m becoming.” She was then in a “hazier” state of mind, she notes. “Obviously I’m human and everyone has their days, but I feel like it gave me a purpose.”

Jake sees Evry becoming a “one-stop-shop for all your fashion necessities,” and as the business grows, Brittany hopes to engage more with her community: from traveling and meeting in-person with clients, to creating content that reveals even more about what goes on behind the scenes of a company run by Gen-Z siblings – challenges, fights and all. Like most siblings, they push each other’s buttons, but they’re able to push past their arguments, Jake says.

“We know that no matter if we fight, we go head-to-head, everything we do is for the best of the company — that we both, ultimately, want to be the best thing there is.”

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