WHY THIS JEWELRY BRAND'S TIKTOK FOLLOWERS WILL DEFEND ITS FOUNDER TO THE END

Written by Fashionista Collab - Fashionista on 05/31/2022

At the end of March, Brittany Sigal, designer and co-founder of Gen Z-beloved DTC accessories brand Evry Jewels, posted a crying selfie to the company's Instagram grid. "THE UGLY TRUTH behind running a business," the caption began. "Let me tell you first hand that it's the furthest thing from sunshine and rainbows. You're looking at someone who works 24/7 and is emotionally and physically drained." It wasn't the first time the brand's 432k followers saw Brittany's face or a behind-the-scenes moment, but it was a bit of a departure from Evry's aesthetically pleasing Instagram content. Brittany is a little more vocal and unfiltered on TikTok, where the brand initially found viral success and has amassed an even larger following.

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