Sometimes in life, you may get only one shot, so you have to seize it. And that’s exactly what independent jewelry-makers have been doing this week, not only for themselves but for one another in an incredible show of mutual support and admiration.
Here at JCK, we don’t often get to editorialize—but in lieu of Friday’s regular feature Diamond Shavings, I feel like I can share thoughts about what’s happened in the jewelry world following Taylor Swift’s engagement announcement on Aug. 26 and the publicity it brought for the ring’s designer, Kindred Lubeck of Artifex Fine Jewelry.
Rather than keep the spotlight solely on herself and post a bunch of Instagram reels about her own work, Lubeck went about honoring some of her fellow jewelry artists that she has admired. And they sent love right back to her through videos and posts.
Kindred Lubeck took time during what likely was the wildest week of her life to share names of her fellow jewelers on Instagram. (Photo courtesy of @artifexfine)
In an interesting turn of events, many of those indie jewelers started posting Q&A’s about themselves or “Ask Me Anything”s to connect with the Swifties that Lubeck sent their way. And then it became a huge cascade of love as the jewelers asked their new social media followers to look at other designers’ work and support them with likes, shares, and purchases.
They all stand to benefit from Swiftonomics—defined by Google’s AI as “the significant and often record-breaking economic impact Taylor Swift’s concerts, music, and brand have on local and global economies.” Swiftonomics goes beyond the singer’s shows and the merch sold there. Swift spawns trends that can lift up small businesses, create jobs, and improve an industry’s outlook—if that industry is smart enough to see it.
When a tide lifts all boats, it can be wondrous to watch. And this is the moment for jewelry. It’s a moment for beautiful antique diamonds. It’s a moment for love and symbolism. It’s a moment for an engagement ring to become a topic of discussion and maybe boost the bridal and jewelry industry in general.
Shon Adam is one of the jewelers Lubeck highlighted, thus directing Swifties to the brand’s Instagram. (Photo courtesy of @shonadamfine)
I’m thrilled that Taylor Swift’s engagement created a conversation around how independent jewelers are doing amazing work—and just as much, I appreciate how these jewelers are supporting one another. The most revelatory things I’ve observed in the jewelry industry over the past four years writing for JCK have been the beauty of relationships in the business and the pain of the conflict (see: lab-grown diamonds). It’s great to see the beauty of relationships alone get so much attention this week.
Shout-out to all the makers I have started following on Instagram—now I will be able to report on what they’re doing. It will be a boon to the jewelry industry, and that’s what we’re here for. It’s about finding the great stories of independent jewelers and designers, especially female-forward brands that really show how this industry can be welcoming and open and completely beautiful—which has been my experience since I joined JCK four years ago.
So perhaps this article is not only an editorial but also an anniversary present to myself. It’s a reminder that this work matters, and that what we see happening due to the Taylor Swift engagement could that one shot for indie jewelers. It’s not about a celebrity. It’s about what jewelry stands for: relationship and connection.
Top: In an Instagram reel following Taylor Swift’s engagement announcement, artist Elisa McLaughlin of Truly Kindred Atelier cheers on Swift ring designer Kindred Lubeck as well as another jeweler, Pieces of Starr. (Photo from @TrulyKindred)
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