The Jewelry Startups Disrupting Diamonds, One TikTok at a Time

In 2022, jewelry startup Mejuri closed a $100M funding round after building a loyal Gen Z fanbase through Instagram and TikTok. Their formula? Ditch the traditional showroom, go direct-to-consumer, and market diamonds like skincare. It worked — with millions of social impressions and real customer videos showing off affordable gold hoops, dainty chains, and stackable rings that don’t break the bank.

Another disruptor, VRAI, is reshaping the lab-grown diamond space with ethically produced stones grown using 100% renewable energy. Their sleek, minimalist branding has won over eco-conscious buyers, many of whom find them through search terms like “sustainable engagement rings” or “lab grown diamonds with GIA certification.” These startups don’t just sell — they educate, leveraging blogs and influencer campaigns to pull in search traffic and build loyalty.

At the luxury end, brands like Kwiat and Ring Concierge have mastered personalization at scale, offering custom ring consultations via Zoom and shipping fully insured diamond pieces worldwide. Meanwhile, jewelers on platforms like Etsy and Instagram Live are building six-figure businesses from their living rooms — handcrafting tennis bracelets, Cuban chains, and gemstone rings with viral product drops.

Even TikTok itself has become a jewelry incubator. Viral creators now launch limited-run brands that sell out in hours — like Evry Jewels, whose candy-colored gemstone rings exploded thanks to “jewelry hauls” and day-in-the-life creator content. At Global Sky Diamonds, we embrace the new wave — offering modern builds with classic craftsmanship, and helping trend-savvy buyers bring their Pinterest boards to life with custom settings, lab-grown centers, and icy accents.