Wove, a veteran-owned Lancaster-based custom jewelry company has seen its sales increase by 2,000% since Swift was spotted wearing one of its handcrafted diamond bracelets during the AFC Championship Game last month.
When two Army rangers got the idea to start a small jewelry company while deployed in Afghanistan a few years back, they never could have imagined that one of their creations would garner international attention.
And then Taylor Swift wore one of their bracelets.
Wove, a veteran-owned, Lancaster-based custom jewelry company has seen its sales increase by 2,000% since Swift was spotted wearing one of its handcrafted diamond bracelets during the AFC Championship Game between the Kansas City Chiefs and Baltimore Ravens last month.
The Wove bracelet, etched with the letters “TNT,” was gifted to Swift by her boyfriend, Chiefs tight end Travis Kelce. Kelce also had a matching bracelet made for himself.
As with most things related to the Berks County native, the bracelet was scrutinized feverishly online, with Wove’s website traffic increasing by 5,000% after Swifties became aware of who made it. The sudden and intense interest in Swift’s bracelet prompted Wove to begin manufacturing more affordable options for those who don’t have the disposable income that comes with, say, playing in the NFL or selling out multiple stadium shows in Philadelphia and Pittsburgh.
“We’ve added an accessible alternative to the original diamond friendship bracelet to make sure people who love Taylor or the bracelet are able to get a piece that’s still similar,” said Wove CEO Simone Kendle. “It’s a dream come true for a small Lancaster-based company like ours and we’ve definitely felt the love from the entire Pa. community.”
Wove was founded by Lancaster native Andrew Wolgemuth and Brian Elliott, who met as classmates at West Point. They started the company in 2022, primarily working to help service members design engagement rings while on deployment.
After being connected via an investor in the company, Wove began working with professional golfer Michelle Wie. They collaborated with Wie on a design line that included an elevated take on Swift’s Eras Tour friendship bracelets. Wie was friends with Kelce, and made him aware of the Swift-inspired creation, which got the ball rolling.
Buoyed by the Swift effect, Wove is already thinking about what comes next.
“This has been a true full circle moment for the team at Wove,” the company wrote on Facebook. “We thank you all for the outpouring of love and support you’ve shown our small but mighty team based out of Lancaster. We can’t wait for what’s to come.”
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