Thanks to bloggers and influencers, the brands they promote gain popularity through the power of social media. Big names in fashion, beauty and lifestyle like Triangl Swimwear, Are You Am I, Pop & Suki and Glossier all rose to fame via promotions (sponsored or otherwise) from top bloggers and Instagram-ers.
If you keep up with any of these bloggers or social media influencers, it is very likely you’ve heard of The M: a Manhattan-based jewelry retailer specializing in personalized and nameplate pieces. It seems influencers, bloggers and models from coast to coast are obsessing over this up-and-coming Insta-worthy brand!
Blogger Danielle Bernstein of We Wore What is a fan, as are YouTube sensations Lauren Elizabeth and Maddi Bragg; young supermodels like Romee Strijd and Bella Hadid have also been spotted in The M chokers. Dainty yet unique, The M designs updated pieces that are reminiscent of Millennials’ childhoods.
After their original stint in the 1990s, chokers came back into style over a year ago. Since then, online-based jewelers like The M reinvented this childhood favorite into a chic and sophisticated accessory that can be worn in both casual and formal settings, as exhibited by the brand’s high-profile fanbase. Plus, it doesn’t hurt that personalization has also been one of the past year’s hottest trends; it seems every other blogger owns a satin bomber jacket emblazoned with her name.
With over 216,000 Instagram followers alone, The M, which has a sizable and popular online boutique, competes with traditional jewelry retailers like Kendra Scott and David Yurman. Sure, Scott and Yurman have been household name long before The M’s rise to fame, but this social media star know exactly how to connect to its customers.
Branding via social media is nothing new, but few companies are so successful with it that they become anything more than a 15-minute fad. Most brands that start out on social media lack consistency and fail to truly connect with potential customers and followers, quickly turning them into a thing of the past.
By posting personal snapshots–including selfies, a Millennial favorite–of It girl customers like Devon Lee Carlson (older sister of YouTuber Sydney Carlson), The M becomes a friendly, relatable brand–especially when compared to standoffish high-end brands like Tiffany & Co.
Similarly, fans of the brand feel more connected to these bloggers and influencers than they do to aloof models utilized by traditional retailers. After all, shots of young women grabbing a casual coffee with friends are way more welcoming than the luxurious settings designed by advertising professionals in the jewelry realm.
The M’s price point may also draw in followers. One of the brand’s most popular pieces, The Gothic Nameplate necklace, starts at $130, which is affordable, but pricey enough to remain exclusive, setting The M apart from fast fashion retailers like Forever 21 or BaubleBar.
Recently, The M collaborated with Danielle Guizio, a young fashion designer also based in New York City, who has 120,000 Instagram followers of her own. Guizio’s tracksuits and oversized sweatshirts are popular among high-profile bloggers and social media starlets like Hailey Baldwin and Madison Beer.
Likewise, both brands do an exceptional job promoting the choker necklace on their respective social media platforms, increasing its popularity in the blogosphere and beyond. While the personalized choker is certainly edgy, it fits in perfectly with The M’s range, as well as Danielle Guizio’s.