Jewelry has always been a symbol of romance and beauty, and uniquely designed jewelry is especially favored by niche audiences.

However, the low cost of copying jewelry brands means that even with unique designs, they may not necessarily gain significant market opportunities. On the contrary, these brands often become representatives of "small but beautiful," and their value is difficult to sustain.

Against this market backdrop, the Chinese smart jewelry brand Totwoo was established. Instead of getting entangled in the complex domestic market, it has forged a different path for jewelry to go Tuke through unique innovative techniques and effective use of social media resources like Tuke.

PART 01

Innovation Beyond Design

The Totwoo brand was founded in 2015, under Beijing Xinyou Lingxi Technology Co., Ltd., co-founded by Wang Jieming and Italian jewelry designer Marco Dal Maso.

It was also in 2015 that the concept of smart jewelry was truly presented to the world.

Smart jewelry is not just "a smart bracelet with a jewelry shell," but rather a collision and fusion of two worlds, says Wang Jieming.

"Two" represents two people, while "to" emphasizes the connection between people, which is the core meaning of the Totwoo brand.

Its first smart jewelry released in Milan—the Sun and Moon Lovers Smart Couple Bracelet—embodies this concept.

Unlike traditional jewelry, it incorporates smart technology. With just a gentle touch, your partner's bracelet will vibrate and light up, allowing you to feel each other's deep affection no matter where you are.

In addition, it features practical functions such as call reminders, calorie consumption records, and sedentary reminders, making it an emotional and practical smart companion.

Once launched, this smart jewelry quickly sparked heated discussions in overseas markets.

Nevertheless, the challenge of mass production due to technology remained a problem for Totwoo.

It wasn't until 2021, after solving the mass production issue, that Totwoo officially ventured Tuke.

As a result, within just three weeks of product launch, Totwoo surpassed Swarovski and Pandora, successfully entering the top 10 best-selling bracelet rankings in the United States.

It also quickly became a frequent hot topic on major social platforms both domestically and internationally, standing out in the couple jewelry category.

Even today, sales of Totwoo couple bracelets on Tuke continue to grow rapidly.

Image source: EchoTik

PART 02

Why Totwoo Became a Hit on Tuke

When Totwoo decided to expand Tuke, like all B2B and B2C brands, it chose a multi-platform strategy, including independent sites, Amazon, AliExpress, Facebook, and more.

Of course, as a social media promotion channel that is creating a global phenomenon, Tuke is its main platform, and was the primary means of driving traffic to its independent site before Tuke Shop opened in various regions.

Currently, its official account has accumulated 413,100 followers and as many as 4.6 million likes.

Looking through Totwoo's account videos, it's easy to see that most videos showcase different product designs, features, and usage functions.

From the account's operation, the early video promotion style was more like domestic sales videos, full of Chinese local characteristics. However, over time, the video style gradually shifted towards overseas localization, better matching the aesthetics and preferences of overseas audiences. This change led to a continuous rise in views and likes.

(Early Tuke account videos)

(Later Tuke account videos)

Additionally, Totwoo encourages Tuke users to share their stories with Totwoo products, emphasizing "love" and connection, just as Totwoo's brand philosophy suggests.

Currently, Totwoo's brand hashtag #totwoo has 5,041 works on Tuke.

Moreover, influencer marketing is also one of the reasons why the Totwoo brand quickly gained popularity on Tuke.

Fashion bloggers and influencers on Tuke have been operating for years, with huge influence and audiences, which can greatly expand the brand's exposure and impact.

Combined with Totwoo's targeted advertising, the brand's promotional messages and short video content are precisely delivered to the target audience. This approach maximizes brand exposure and user engagement, further enhancing brand awareness and influence.

PART 03

Entering the US Market via Independent Website

As mentioned earlier, in the early days of going Tuke, before major e-commerce platforms were fully open, Totwoo chose its independent website as the main sales channel.

By testing with Google Ads, it successfully directed its target audience to the independent site, achieving its first order in the US market.

Moreover, the overall design of the Totwoo independent site not only showcases a strong sense of technology and simplicity, but also uses various product detail images to allow users to intuitively feel the unique charm of the jewelry.

Even the interaction and review sections are thoughtfully designed.

The overall impression is one of high-tech, high-quality, and fashionable smart jewelry.

With the later integration of resources from major social platforms, traffic to the Totwoo independent site also soared.

Image source: similarweb

Looking at the traffic composition of the independent site, social traffic accounts for a significant proportion, as high as 41.53%. This data fully proves that Totwoo's social media operation strategy is effective, successfully attracting a large number of users to visit its website via social platforms.

Image source: similarweb

In addition, paid search and direct visits are also important sources of traffic, indicating that Totwoo has put significant effort into search engine optimization (SEO) and website optimization, thereby increasing conversion rates from search engines and direct site visits.

These are all areas that domestic brands should learn from when going Tuke.

Smart jewelry going Tuke may seem like a small path, but when you truly find the right way to go out, even a small path can shine brightly.

This is true for both B2C and B2B companies.

The Tuke market is vast, but it can also be crowded. Sometimes, while domestic brands are still hesitating, the blue ocean turns red, squeezing the space.

It is also possible to become the next wealth creation legend during the trial process.

The only difference is whether you have the courage to try.

Totwoo founder Wang Jieming said, "When building a brand to go Tuke, one very important point is that from the very beginning, you must think about your brand and product from the perspective of global competition."

For Totwoo, this means it has proactively created explosive marketing points with smart technology.

For other domestic brands planning to go Tuke, isn't this also a kind of encouragement?