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Coastal Caviar
Headquarters: Boston, MA
E-commerce: shopcoastalcaviar.com
Social Media: Instagram / TikTok

What: A TikTok-viral handmade charm necklace company.

Price Range: $68-$388

Founder: Kelly Schneider

Origin Story: Former TJ Maxx Creative Director Kelly Schneider now runs Coastal Caviar just outside of Boston, powered almost entirely by the TikTok community.

Her trend-savvy idea (customizable vintage charm necklaces designed through an interactive online experience) quickly took off. Ten days in, a reaction video to influencer Alix Earle spotting her necklace went viral, leading to $100K in sales in the first two weeks and $1 million six months after launch, all through organic content and community engagement. From late-night necklace-making to a viral moment involving Taylor Swift’s inner circle, Schneider’s story shows how community-driven storytelling and authenticity on TikTok can transform a side hustle into a cultural moment. For every piece sold, a donation is made to ocean conservation organization Sailors for the Sea. 

PR Representation: Outcast

How to get in touch: info@shopcoastalcaviar.com

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