Why Online Popularity Matters More Than Ever for Buyers
If you’re looking for simple diamond bracelets, a jewelry manufacturer, or a brand you can actually trust, social media has quietly become one of the best places to start. In the past, people relied on trade shows, word of mouth, or whatever appeared on the first page of Google. Today, you can see everything from production to customers’ reviews by scrolling through online platforms, such as YouTube, TikTok, Instagram, or Pinterest.
Popularity doesn’t always mean “the best”, but it tells you something important:
people are watching and talking about the brand.
Below, we look at some of the most talked-about jewelry names and manufacturers across major platforms in 2025. Only Primarose is a real manufacturer, with others being jewelry brands.
1. YouTube: Primarose (Thailand) Takes the Lead With 1.4M+ Views
YouTube is the platform where manufacturers can showcase their production processes. And this year, Primarose: silver jewelry manufacturer Thailand is miles ahead of everyone else.
A single behind-the-scenes casting video has quietly passed 1.4 million views, making it the most-watched casting video on the platform. It has shown every step of casting: molten silver pouring into molds, wax trees being prepared, and polishing wheels spinning.
Why Primarose leads YouTube
· Real, unfiltered factory footage
· Step-by-step demonstration.
· High engagement from jewelry makers, retailers, and students
· Educational, transparent, and satisfying to watch
· Organically ranked without paid promotions
Primarose is also the only actual manufacturer on this list. The rest are jewelry brands with strong social presence.
2. TikTok: Evermée—A Brand That Knows How to Tell a Story
TikTok works differently. People aren’t looking for long explanations. They want emotion, speed, and something memorable in the first three seconds.
One brand that figured this out early is Evermée, which blends jewelry with personal storytelling.
Why Evermée is so popular on TikTok
· Aesthetic unboxings and storytelling
· Emotional product messages
· Viral-ready editing styles
· Strong engagement via TikTok-native trends
It’s not a manufacturer, but Evermée shows what TikTok does best: Turning simple jewelry into something that feels meaningful, and users respond to that.
3. Instagram: Greg Yuna (Chapter II) Stays on Top with Style and Celebrity Pull
Instagram is still the place where jewelry’s look is the priority. And nobody understands that visual language better than Greg Yuna. He is the New York jeweler behind the Chapter II brand.
His feed is a mix of sharp street-style shots and celebrities wearing custom pieces. Everything feels polished but still personal, like a window into the daily life of someone who lives design.
Greg’s approach is simple but effective:
show the craftsmanship, show the lifestyle, and show the people who wear it.
Why Greg Yuna dominates Instagram
· Stylish product photography
· Behind-the-scenes studio content
· Celebrity endorsements
· A signature NYC street-style aesthetic
It’s no surprise he remains one of the most constantly shared names on IG.
4. Facebook: 1928 Jewelry Company takes the lead
Facebook remains relevant for vintage lovers and retail buyers.
1928 Jewelry Company
Operating for decades under The Mel Bernie Company, this brand has a deeply rooted presence in US jewelry culture.
Why 1928 Jewelry Company is popular
· Recognizable vintage-inspired style
· Loyal multigenerational following
· Consistent activity in Facebook groups
· Strong community appeal for classic jewelry aesthetics
Their long history gives them strong credibility and brand familiarity across Facebook.
5. Pinterest: Alpha Jewelry: A Consistent Visual Powerhouse
Pinterest rewards brands that know how to make their products look best.
That’s where Alpha Jewelry stands out.
Their boards are clean and theme-oriented, with boho silver, minimalist charms, stone clusters, and casting ideas. Designers, Etsy sellers, and hobbyists save these images constantly.
Why Alpha Jewelry thrives on Pinterest
· Clean, theme-based boards
· High-quality images
· Strong keyword optimization
· High “save” and “share” performance
It’s the kind of visibility that builds slowly, then becomes permanent.
Final Thoughts
What’s interesting about 2025 is how each platform highlights a different strength:
· YouTube favors transparency and real craftsmanship.
· TikTok loves fast, emotional storytelling.
· Instagram rewards style, identity, and celebrity pull.
· Facebook sticks with brands people trust.
· Pinterest boosts brands with strong visual curation.
Together, they form a picture of what the modern jewelry world looks like: fast-moving, visual, and shaped heavily by what people engage with online.
Read more fashion and jewelry articles at ClichéMag.com
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