210,000 Pieces Sold in Less Than 2 Years: The Making of a Viral Jewelry Startup

They sold over 210,000 pieces in less than 2 years. In this exclusive interview, we sat down with Moon Magic’s founders to learn the secret behind their incredible success.

Meet Laura – the founder of Moon Magic

Jewelry has always held an unspoken power: the power to transform its wearer from ordinary to extraordinary in a matter of seconds. Yet this transformation comes at a price, and a high one at that. Meaning that as exquisite as these pieces may be, they are largely out of reach for most people.

But there is one company that is doing everything right when it comes to the quality and affordability of their jewelry. And their 1,000,0000+ Social Media fans definitely agree.

Thanks to Moon Magic, consumers no longer have to choose between quality and price. They’ve made it possible for anyone to “get the same quality as the luxury brands, but for a fraction of the cost” as a Vogue Insider points out.

Solid gold and diamond rings (picture: courtesy of Moon Magic)

Picture from Moon Magic’s newly-released Essentials collection

Why is high quality jewelry usually so expensive?

“luxury jewelry items are usually sold with a markup that falls anywhere from 10 to 100 times their original value” as Laura N., co-founder of Moon Magic points out.

This is because jewelry changes hands multiple times increasing the cost every time before it ends up in the hands of the buyer. Add to that the traditional, expensive overheads of a brick-and-mortar store, celebrity endorsements, and large-scale advertising campaigns, and the radical price increase even appears somewhat justified.

Yet Laura N. and Walter K., founders of Moon Magic, felt otherwise, and were certain there was a more cost-effective way of doing business that would benefit both the jewelry’s creators, and its consumers.

“I honestly believe jewelry should be accessible to everyone,” Laura N. affirms, “not just a specific class or group of people who happen to be lucky enough to afford it.”

Their secret is their smart business model

That’s why the co-founders decided to use a direct-to-consumer business model cutting out all the middle-men as well as to sell exclusively online to avoid all traditional overheads.

“I absolutely love this business model, as it’s all about avoiding the traditional costs that drive prices up in the first place,” Laura explains. “And what’s more, it fits in perfectly with the buying mindset of millenials.”

She continues, “You buy right from the source, and then sell directly to the consumer. There’s no middlemen involved, so there’s no massive markup. But people are so used to paying outrageous prices for high quality jewelry, they can’t quite believe our prices when they first see them. Our prices literally seem like magic to them” she adds with a smile on her face.

There’s no middlemen involved, so there’s no massive markup

Same quality as luxury brands, but for a fraction of the price

But it’s not just Moon Magic’s prices that are a happy surprise for their customers. It’s really the combination of affordability and exceptional quality that accounts for their massive success in such a short period of time.

Walter adds, “We have the privilege of working side-by-side the jewelers. That freedom of communication, and the mutual trust and respect is what allows us to produce jewelry of incredible quality and value without a ridiculous price jump.”

“At the same time,” he continues, “we can easily ensure that every metal, gemstone, and diamond is ethically sourced, and that the artisans are compensated fairly for their work.”

Of course, their Marketing via Social Media is on point to say the least. Just a glimpse at their Instagram is enough to understand why women all over the world are in love with their jewelry. We took a closer look at their categories. Here are some of our favorites.

DailyFashionista’s favorite Moon Magic categories:

Moon Magic’s Gemstone Rings

A dazzling range of semi-precious gemstone rings that are dainty enough to be worn by day, yet elegant enough to be worn at night.

Moon Magic’s Essentials Collection


Delicate stacking rings, gem-encrusted layering necklaces, and demure classic studs, Moon Magic’s Essentials collection is packed with timeless pieces so comfortable you won’t want to take them off.

Moon Magic’s Solid Gold Rings

Breathlessly exquisite, these solid gold rings are so wonderfully affordable, you can build a substantial collection without sacrificing an entire paycheck.

Moon Magic’s Earrings

With Moon Magic’s growing collection of second-to-none semi-precious gemstone earrings, you can effortlessly pull together a stylish look, any time of day.

What we love about Moon Magic:

The Price: Their handcrafted, fine jewelry starts at low as $49 a piece.

The Quality: They offer the same quality as the luxury brands, but for a fraction of the price.

Their Values: All gemstones, diamonds, and metals are ethically sourced to ensure Fair Trade practices are adhered to.

Their Service: Though they are 100% online, they have over 7,000 5-star, independent reviews, and their fans frequently praise their meticulous service on Moon Magic’s social media posts.

It’s no surprise 90% of the team is female

Poised to take over

As a modern entity, Moon Magic has hit the nail on the head with its smart business model. Consumers adore the high quality jewelry that is flexible for both day and evening wear, and are equally fond of their radically affordable price points.

And with over 1,000,000 social media followers and fans on Facebook and Instagram, Moon Magic is set to shake up the luxury jewelry industry even more.

We agree. It’s about time somebody made luxury more affordable for everyone.