Susannah King’s technicolour TikTok rings

Susannah King's candy-coloured gems have been a smash hit over on TikTok. Her most recent release saw record sales after selling out in just one minute. With her hotly anticipated winter collection set to drop on December 1st, discover why social media is so obsessed with the jeweller's gem-set styles

23 August 2022

By Joshua Hendren

TikTok is an inescapable influence in the fashion world, but now it’s affecting jewellery sales too. Look to the viral success of welded friendship bracelets or the inescapable presence of Vivienne Westwood’s pearl choker on the app’s For You page. Championing nostalgic, updated and contemporary designs alike, the platform has become a major trend forecaster on what’s next to enter your jewellery box.

Susannah King, a fourth-generation goldsmith, is the latest jeweller to achieve record sales on TikTok. Creating cheerful, gem-encrusted rings with a rainbow of candy colours to choose from, King has built a dedicated following of jewellery lovers, with videos showcasing her design process, including the wax carving and stone setting, reaching upwards of 8 million views.

King’s most recent release, an offering of 28 beautifully hand-crafted rings, was snapped up in less than 60 seconds. Ranging from £300 – £1,000 a ring, each piece was crafted using upcycled gemstones set onto sculptural bands into playful shapes and colours.

“When the messages started coming through, I couldn’t believe it. I knew people were interested, but I didn’t realise how many people wanted a piece of my artwork,” says King, who is currently in the process of creating her new winter collection. “The high was unbelievable and now I can’t wait for winter because I want to do it bigger and better.”

King’s winter drop will consist of 50 rings priced between £200 and £2,000 and will be launching live to her social channels and online on December 1st.

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