How This Australian Business Thrived on TikTok

Success Story: Meet Makayla Donovan, founder of The Moissanite Company, which transformed a $10,000 investment into a $7.25 million business in 3 years. Based in Brisbane, the company specialises in moissanite and lab-grown gemstones, catering to the Australian market.

Read time: 2.3 min

Published: 12 April 2024

Makayla Donovan and her team recognised the potential of TikTok, even before launching their company. They understood the importance of creating engaging content on platforms like TikTok and Instagram to connect with their target audience. By showcasing their pieces in realistic ways and offering behind-the-scenes glimpses into their craft, The Moissanite Company drew in couples who wanted a personal and authentic experience.

The story of how they utilised Tik Tok was recently featured on Smart Company. Their TikTok strategy involved posting twice a day, often with contextual text to appeal to viewers scrolling without sound. The result was a steadily growing following that expanded from just under 10,000 followers at the beginning of 2023 to an impressive 133,000 followers by early 2024. Their consistent engagement with the TikTok community, including responding to comments and sharing one-of-a-kind pieces, led to increased brand awareness, enquiries, and custom design sales.

The Moissanite Company's success on TikTok is not isolated, as it aligns with the growth of the market for moissanite and lab-grown gemstones. Experts estimate that the moissanite market could reach $71 billion by the end of 2031, while the global lab-grown diamonds market is expected to increase from $10.8 billion in 2022 to $20.6 billion by 2032.

Despite conflicting estimates, the trend is clear – more and more couples are choosing ethical alternatives to traditional diamonds, and The Moissanite Company is well-positioned to cater to this demand. With their focus on moissanite and lab-grown gemstones, they have become a leader in the jewellery industry.

As consumers increasingly seek short-form content and prefer simplified processes for viewing and purchasing products, TikTok's unique capacity to engage users has played a pivotal role in expanding The Moissanite Company's global presence and credibility. It has made them a go-to destination for couples looking for ethical bridal jewellery.

Thanks to their innovative use of TikTok, The Moissanite Company has experienced significant growth and established themselves as a prominent player in the moissanite and lab-grown gemstone market. Their dedication to creating authentic and relatable content has enabled them to connect with millions of couples and build a loyal following. As the market for ethical bridal jewellery continues to expand, the company is well-prepared to meet the growing demand and remain at the forefront of the industry.

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