518When it comes to jewelry, many people may first think of Tiffany & Co, Cartier, Bvlgari, Chopard, etc., but there is a jewelry brand from Xi'an that is quietly rising—Jeulia.
Image source: Jeulia official site
It is understood that the Jeulia brand, founded in 2014, now has annual sales exceeding 8 million pieces, with a total sales volume reaching 1 billion. Over 70% of orders come from the United States,
So, how did the Jeulia brand become popular overseas? Let’s follow Tuke to explore.
Image source: Jeulia
Jewelry Accessories Are Embracing New Opportunities
According to data, in 2023, the global fashion jewelry market revenue has exceeded $551.1 billion; it is expected to grow steadily at an average annual rate of 4.42% by 2026.
The U.S. market has shown tremendous potential, especially with the rise of Generation Z and Millennials, injecting strong momentum into the jewelry industry and driving rapid market growth.
Jeulia has seized this trend, precisely targeting the U.S. market and young consumers, successfully entering the American jewelry market and accumulating a considerable fan base.
Image source: Jeulia
Focusing on Differentiated Design, Creating Dislocated Competition with Originality
Analyzing the reasons why Jeulia is popular among young Americans, it is inseparable from the unique design of their products. The brand insists on original design and handmade craftsmanship, which is rare in today’s assembly line society. This unique product selling point enables Jeulia to form dislocated competition with other jewelry brands and open up the U.S. market. Successive product lines such as the "Star Leaf Series," "Mermaid Series," and "Tree of Life Series" have all received much praise.
Image source: Jeulia
Multi-Platform Layout Helps Brand Development
The unique selling points of the products are one aspect that has propelled Jeulia’s success. In addition, the brand’s success is also inseparable from leveraging overseas social media to expand its influence and reach more overseas consumers.
On TikTok, the brand’s main account currently has 11,300 followers. The videos mainly showcase the wearing and matching effects, allowing viewers to intuitively see the product details, emphasizing authenticity.
This kind of authentic content is exactly what Tuke has always advocated for cross-border sellers to create. Because it is real and detailed enough, users can better understand the product and thus make purchasing decisions.
Image source: TikTok
Image source: TikTok
At the same time, on platforms such as Instagram and Facebook, Jeulia also promotes its products through exquisite images and story-driven content, making the brand and its products more widely known.
Image source: Instagram
In addition, Jeulia has established an independent site to monetize traffic.
When you enter the independent site, you can see many product lines and support online purchases, which is helpful for promoting purchases and avoids the hassle of having to jump to other malls to buy.
At the same time, giving the independent site the attributes of a mall also helps to diversify risks, which is very helpful in dealing with sudden account bans on overseas e-commerce platforms such as Amazon.
Therefore, Tuke suggests that everyone should also build an independent site when entering overseas markets, produce and sell their own products, and have more control in our own hands.
Image source: Jeulia official site
Conclusion
Jeulia’s successful expansion overseas provides a certain reference for domestic enterprises, that is, the overseas market is a vast land full of potential, waiting for domestic enterprises to explore!
Now is a great time for us to go global. Although overseas markets are fiercely competitive, as long as the product is good + you understand operations, I believe everyone can gain a foothold in the overseas market and push their brand to the world!
