Success lies in the story a brand tells and in the community that recognizes itself in it. Anyone who thinks that My Jewelery is just a jewelry and clothing brand is missing the point of how they manage to capture the attention of Gen Z like no other.
My Jewelery, once started from a passion for jewelry and self-expression by Sharon Hilgers, now describes itself as a ‘love brand’. That goes beyond products; it’s about emotion, experience and connection. In conversation with FashionUnited, Pleuni Cuppen, community and campaign coordinator at the brand, explains that this approach is not a marketing trick, but the foundation on which My Jewelery is built. “If you are no longer connected to your target group, then you as a brand are actually completely lost.” she emphasizes. Every campaign at My Jewelery always starts with the same question: “What do we do for our community?” The answer can vary from an event to a competition or a creative collaboration with fans, but the experience of the target group is always the starting point.
Community is central to the brand strategy
The My Jewelery community essentially consists of young, fashion-conscious women who value expression, authenticity and mutual connection. Yet the brand deliberately keeps the target group broad: whether someone is fifteen or over thirty matters less as long as they feel at home with the brand. It is precisely this openness that makes the community powerful. They are more than consumers; they are content creators, ambassadors and often the source of inspiration for product development. Fans are invited to meet-ups and events, receive products to make their own videos and are actively encouraged to make their voices heard.
A striking shift can be seen: where influencers were the most important carriers of brand campaigns for years, My Jewelery now sees the community itself as the real influencers. According to Cuppen, this fits in with the changing values of Gen Z. “Reality has become more important than a slick image. By focusing on our own community and real girls, we not only increase our credibility, but also our relevance.”
Balance trends and community needs
“Being successful in fashion is not just about spotting trends, but about listening carefully to your community,” says Pleuni Cuppen. “We always try to find that balance: on the one hand fashion-conscious, on the other hand close to what our fans themselves indicate.” A good example of this is the candy necklace, the necklace with charms that quickly became popular in the community. “We received so many questions about whether it could also be available as a bracelet or earring, that we developed it further,” Pleuni explains. “Not because a trend watcher prescribed it, but because our fans wanted it.” Thanks to regular focus groups and customer panels, that voice is structurally included in the collection. The result is an offering that is trend-conscious and at the same time firmly rooted in the preferences of its supporters.
Activations that connect
The fact that community at My Jewelery is more than a marketing term is evident from the many activations. Pleuni cites the ‘Hot Girl Walk’ on Singles Day as an example: “We wanted to do something that went beyond a commercial campaign, where shoppers received an ‘I love myself’ bracelet with every purchase. “So we organized a walk through the city, encouraging people to come alone and meet new people along the way.” At the Hot Girl Walk, participants received My Jewelery hoodies, and a lot of content was created by both My Jewelery and the community. “If you’ve seen that once, maybe the next time you think, ‘oh, I don’t want to be there?’ We of course hope that this will allow us to continue to expand the community events.” The event was in line with the TikTok trend around ‘solo dates’, but also had a deeper purpose: to make mental health a topic of discussion among Gen Z and to emphasize the importance of connection.
Smaller initiatives also bear the same DNA. “At the launch of our Sisters’ bracelet, we sailed through the Amsterdam canals with twenty fans. This not only provided great content, but the feeling of togetherness was perhaps even more important.” Even store openings are more than just a cutting moment: “We always provide extras such as goodie bags and competitions. It must be an experience where fans really feel seen.”
A new community event will take place on October 10, this time in Brussels, Belgium around the Advent calendar, and on November 8 the second edition of the Singles Day hot girl walk in Berlin.
Digital channels as an accelerator
Social media are indispensable in this approach. “TikTok is all about speed and humor, while Instagram focuses more on aesthetic images.” What we see more and more often is that the best content comes directly from the community,” says Pleuni. For example, at the opening of the store in Westfield Mall: “We went there before the opening to tease the grand opening. “We started a game with interaction with the visitors. Those who participated received a My Jewelery bag with goodies.”
A strong community also requires a consistent brand identity. The branding team ensures this, but the power also lies in the details. “We consciously put small surprises in everything we do: from a cheerful quote on a washing label to personal touches in packaging. And our employees are perhaps the best ambassadors, because they share their own experiences on social media. This way the brand identity is not imposed, but rather lived.”
@my_jewellery we opened our doors… and you showed OUT! � biggest love to everyone who queued up and made our first day iconic #myjewellery #opening #westfieldmallofthenetherlands ♬ Move on Up (Single Edit) – Curtis Mayfield
Critical audience, transparent approach
Gen Z is known as a critical audience, but Pleuni does not see that as a threat. “We want that critical view. We actively collect feedback through panels, reviews and social media. And we opt for transparency over perfection: we prefer to show how something works behind the scenes, rather than presenting a smooth picture. That creates much more trust.”
The message is clear: “Invest in your community. The value is enormous. Our community is a customer, creator, ambassador and product developer at the same time. Without them we are nowhere.” For a generation that values authenticity above all else, that is exactly the right strategy.
