What began as a single handmade birthday necklace has grown into a $4 million business in 2025 and TikTok Shop’s top jewelry brand. Built through community-driven storytelling, viral personalization, and six-figure livestream sales, Christin Marie Studio opened its first immersive retail experience, titled “Dreamscape”, at The Grove in April. FashionNetwork.com spoke with its designer, Christin Marie Nichols, to learn about her rise to success and her ambitions.
FashionNetwork: What lessons have you learned from your pop-up store experience at The Grove?
Christin Marie Nichols: I’ve learned that this is just the beginning of our reach. After being viral online for so long, we finally had the opportunity to showcase our products in a way that anyone and everyone could experience. To be able to touch and feel, hear the story, and experience the quality and beauty of the product in person was amazing to witness.
FNW: Is expanding your physical retail presence a priority for you? Should we expect a new store or pop-up to open soon?
C.M.N.: I’m excited for more people to discover our brand. It’s truly a one-of-a-kind experience. Surprisingly, Los Angeles isn’t our biggest market, so to have received such an amazing response makes me excited to explore pop-ups and retail in other locations – areas where our consumer is more familiar, as well as locations that are brand new audiences.
FNW: Are you also interested in wholesale, or do you prioritize direct-to-consumer sales?
C.M.N.: At the moment, we are exclusive to our own channels in order to provide consumers with the security of knowing they are getting an authentic Christin Marie Studio product. Because our products are duped at a high rate, it’s important to me to protect our supporters and to ensure they receive the quality product and experience associated with the Christin Marie Studio brand. That said, we do have interest in exploring retail partnerships that align with our standards of quality and customer experience. I’m thinking, Nordstrom or Revolve as they definitely fit our vibe.
FNW: Can you tell us about the origins of your success? How did it all begin? What professional training did you undergo before launching your brand?
C.M.N.: Zero professional training! Just me and my delusion. Building Christin Marie Studio was a learning experience for myself that I invited the audience to participate in. I posted my trial and error, my non-traditional process, my inspiration, and created pieces while garnering feedback on how others would like to see it for themselves. It was just me on my living room floor, crafting and creating, which turned into fulfilling hundreds upon hundreds of orders from that same living room. And it’s been onward and upward since then.
FNW: Then you launched your brand in 2023. What positioning did you choose at the time, and what design and pricing did you aim to offer?
C.M.N.: The brand itself was already in existence, but the attention shifted. I created Christin Marie Studio with the intention of a modern fashion house; meaning it would be the mother to any creative endeavors we develop. With me sharing my creative process across multiple categories, I wanted to ensure they could all have their own identity but exist in the same place. With that structure, the positioning I pursued was what I felt the market needed: a luxury feel and quality product that doesn’t break the bank. I wanted to create an inclusive customer experience and way for people to express themselves endlessly through pieces that were simultaneously trendy and timeless. We’re checking a lot of boxes here!
FNW: Your jewelry quickly caught consumers’ attention on TikTok. How did you manage to fulfill orders and handle the high volume of production? Were you prepared for this success?
C.M.N.: This isn’t quite my first rodeo, so I will say that I’ve learned the foundation of what it takes to deliver a quality product in a timely fashion. But the volume did grow pretty rapidly, and I quickly discovered I needed help. In the interim, I had a whole process. I woke up at 5-6 am, fulfilled orders all day, grabbed my little wagon where I stacked five or six humongous bags, and walked them to the local USPS & UPS. From there, I returned home and spent my evenings prepping for the next day: pre-making pieces, printing the orders that I would complete the next morning, replenishing supplies, laying it all out. If one day was missed, it could set me back tremendously. I had no time for anything else. If I had to travel I would take my materials with me, literally making hundreds of necklaces on the plane and at my destination. I was locked in, pumping out 100-300 orders a day, solo. Of course this wasn’t sustainable and I enlisted help, but I’m proud of being able to manage the capacity with tunnel vision and structure. Knowing what I’m capable of definitely sets the standard of my expectations within my company.
FNW: In 2025, your sales revenue exceeded $4 million. What is your goal for 2026?
C.M.N.: I’m an ambitious gal, very goal-oriented. This year I’m focusing on solidifying the structure of the company so we can scale without limitation. That said, I won’t specify a particular number, but I can assure you it’s trending upward and will most definitely surpass last year.
FNW: And does your success stem largely from the strength of your supportive community?
C.M.N.: Our community shows up. They respond and interact. They champion the collection, and they’ve been with me since the living room floor days. They are absolutely part of our success – and the other component is the strength and integrity of our creative process. Our brand personality draws viewers in and they stay because the product is actually good. We offer an inclusive and collaborative space where folks can come as they are and let their hair down. We’ve grown and built together. I didn’t rely on ads or influencers to get the word out. Instead, I let the meticulously crafted pieces of art, born of my relentless perfectionism and creative vision, find those with whom they resonated. I stayed true to that and our advocates did the rest. It’s the combination of a loyal community and an unwavering standard of creativity that makes us so successful.
FNW: The jewelry market is highly competitive. How do you stand out from your competitors?
C.M.N.: Honestly, we don’t look at the competition to decide our next move. We stand out because we’re more involved, more fun, and way more personable than your typical luxury brand. Other brands are chasing the same mood boards, but we’re out here making the trends and showing the behind-the-scenes chaos and triumph of it all. Our character easily shines through and our authenticity is our competitive edge. We’re a whole mood!
FashionNetwork: Last year, you reported a repeat purchase rate of 57%. Is customer loyalty a key focus for you?
C.M.N.: Absolutely, retention is everything to me. It may be easy for a brand to get a one-hit wonder viral moment, but a 57% repeat purchase rate tells me we’re building a legacy. It means that once the package arrives and they see the Christin Marie Studio quality in person, they’re hooked. We don’t just want to sell you one necklace; we want to be the brand you turn to for every milestone, every occasion, and every outfit change. TikTok might have made you buy it, but the quality and innovation is what makes you keep coming back. We pride ourselves on creating designs unlike anything else on the market that folks can see themselves in.
FNW: How is your company structured today? And what are the next challenges ahead?
C.M.N.: We have come a long way from just me and my little wagon! Today, we’re a mighty team of about 20 contractors with the talent split right down the middle. Half the team is dedicated to the magic; product development and content creation, while the other half works the machine, focusing on tight operations and top-tier customer service. The biggest challenge ahead is scaling our headcount at a sustainable rate. I want to continue to grow, but I never want to lose that small studio soul or our high standard of excellence in the process.
FNW: Is sustainability something you consider?
C.M.N.: Yes, sustainability and ethics are major considerations and determinants in the selection of our partners and materials. Our stones are all lab-grown and we prioritize local sourcing whenever possible. By keeping a large part of our production and sourcing close to home, we support our local economy and we help reduce the massive carbon footprint that usually comes with global jewelry manufacturing. We’re striving to be intentional with our growth.
FNW: Your personality matters too, and you now represent a new generation of Black female entrepreneurs. Is putting yourself out there the way you do part of the strategy, and was it a natural and easy decision?
C.M.N.: Showing up authentically was natural because I don’t know how to be anyone else, but it definitely became a core part of the brand strategy. I wanted to make success feel attainable. By putting myself out there, I’m making the dream tangible for someone else watching. They see the whole process: the struggles, the 5 a.m shifts, and ultimately the wins. That feeling of proximity and connectedness is powerful. When my community sees me, they see a reflection of what’s possible for them too. So it’s never just me selling jewelry; it’s showing the blueprint and allowing people to be part of the journey with me.
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