Marigold Philippines, a local jewelry brand known for its timeless designs, emerged as a key performer on TikTok Shop during the recent 11.11 Paskong Panalo Sale. The brand topped the Fashion Category and became the leading local seller in its segment.
Marigold recently hit 600,000 followers, connecting with audiences through regular live-selling sessions that showcase handcrafted collections of gold, diamonds, and gemstones. Their approach blends traditional jewelry-making with digital-first retail strategies, bringing local luxury to a broader audience.
Bringing local craftsmanship to a wider market
Marigold Jewelry has successfully bridged traditional craftsmanship with modern retail strategies. By leveraging TikTok Shop’s interactive features, including live selling and dynamic content creation, the brand has introduced its elegant pieces to a wider audience.
During TikTok Shop’s 11.11 Paskong Panalo Sale, Marigold ran daily live streams and promotional events to showcase items such as the Paper Clip Necklace and Stationed Bracelet. The campaign included 19-hour live sessions, reflecting Marigold’s efforts to make luxury jewelry more accessible.
“Our mission has always been to make fine jewelry accessible while highlighting the craftsmanship that defines our brand,” shared Madam Ayam, CEO of Marigold Philippines. “TikTok Shop has not only allowed us to amplify this mission but has also become a critical driver of our growth. Through engaging live sessions and targeted campaigns, we’ve seen incredible results. The platform’s tools have empowered us to connect with customers in ways we never imagined, making our pieces more attainable and relatable.”
Driving growth with engagement and accessibility
Marigold’s success story highlights the growing importance of social commerce for local brands. Through TikTok Shop, the brand has not only expanded its reach but also fostered stronger connections with its audience. Its innovative live-streaming strategy, supported by teaser videos and targeted promotions, has turned casual viewers into loyal customers.
TikTok Shop’s unique integration of entertainment and e-commerce has been instrumental in Marigold’s achievements. The platform enables brands to present their products in real time, creating an engaging, accessible luxury shopping experience tailored to modern consumers.
Empowering local brands through TikTok Shop
TikTok Shop plays a vital role in empowering Filipino brands by providing tools like live events, targeted advertising, and partnerships with creators. This support has helped local businesses like Marigold thrive in the competitive digital marketplace.
“Marigold Philippines is a shining example of how local brands can leverage TikTok Shop to achieve exceptional growth,” said Franco Aligaen, Marketing Lead for TikTok Shop Philippines. “Their achievement as the top Fashion Category seller during the 11.11 Paskong Panalo Sale is proof of what’s possible when brands fully embrace the platform’s unique blend of entertainment and e-commerce. At TikTok Shop, we remain committed to equipping brands with innovative tools and insights to help them scale, connect meaningfully with their audiences, and maximize sales potential.”
TikTok Shop’s Buy Local, Shop Local campaign aims to spotlight more Filipino brands, showcasing the country’s vibrant entrepreneurial spirit and unique products to a global audience.
For more information about Marigold Jewelry and their exclusive collections, visit their TikTok Shop.
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