The impact that global megastar Taylor Swift has had on the music industry, businesses, and pop culture has been called the “Taylor Swift effect” by media outlets across the country.
That effect has now found its way into the business of one Marbleheader, whose social-media presence is blowing up after followers made an effort to get a custom-made Kansas City Chiefs-themed necklace to the pop icon.
Kelly Schneider started her jewelry business, Coastal Caviar, in town with her fiance, Colton Bozigian, just two months ago out of their Marblehead home. The two had been trying to build their brand by tapping into the influencer market on social media.
Eventually, they were able to get the attention of TikTok and Instagram influencer Alix Earle, who is currently in a relationship with Miami Dolphins wide receiver Braxton Berrios, by sending her a custom Dolphins necklace.
“It was huge for our business,” Schneider said. “It really catapulted us forward.”
After successfully grabbing the attention of Earle, who has more than 7 million followers on social media, Schneider wanted to catapult further and really shoot for the stars by getting Swift’s or, at the very least, some of her good friends’ attention.
“I definitely knew it was a long shot, but I made the video and kind of hoped for the best,” Schneider said. “If nothing else, it was kind of fun social-media content for the brand regardless.”
She began getting to work on a necklace for Swift. She included vintage Chiefs charms, sourced from various vintage online resellers, in addition to a charm with “87” on it for the number that her boyfriend, tight end Travis Kelce, wears, along with Kelce’s last name engraved on a gold heart.
The final touch? A charm with Swift’s lucky number, 13.
Schneider then posted a video of the necklace on her Instagram page and social-media users began tagging Swift, Kelce, his brother Jason Kelce, and even Brittany Mahomes, the wife of Chiefs quarterback Patrick Mahomes.
From there, Schneider said the response became even bigger as more people got involved in the effort.
“In the past month, we’ve kind of cultivated this brand with very, very loyal followers. They were jumping through hoops for me with this,” she said. “I had people DMing me email contacts and publicists, just really putting their neck out on the line.”
Finally, Swift’s longtime friend Keleigh Teller commented on one of Schneider’s posts, saying that she would help her get the necklace to Swift.
“What a wonderful woman’s owned small business. You’re so talented!” Teller’s comment read. “I would love to get it to her.”
Schneider said that the experience was surreal.
“It’s just been so exciting, it’s really shown us the power of social media,” Schneider said. “Getting a necklace to Taylor Swift is not out of the realm of possibility for a business that started two months ago, which is insane.”
Swift did not have the necklace on while attending Super Bowl LVlll, though Schneider knew that was unlikely as her apparel sponsorships had likely been planned out weeks before the game. However, Schneider hopes Swift will be sporting the custom necklace during the Chiefs’ championship parade.
“We’re just kind of patiently waiting and hoping she wears it,” Schneider said. “Maybe she does wear it at the parade or next season. It could be at any moment, so we’re definitely hoping for the best.”
