A London-based jewellery brand has generated over £140,000 in revenue through TikTok Live in 2025 alone, highlighting the growing impact of livestream commerce on small UK retailers.
Family-run demi-fine brand L’ERA Jewellery has almost doubled its TikTok revenue year on year, with livestream sales now making a measurable contribution to overall turnover. While TikTok is often associated with low-cost impulse buys, the brand reports selling individual pieces worth nearly £700 via livestream, with its largest single TikTok order exceeding £1,400.
Founders Lara Sofia-Mar and Angèle Sofia run four two to three-hour livestreams per week, increasing to six during peak retail periods such as Black Friday and Christmas. Through these sessions, they demonstrate their 18ct gold vermeil, sterling silver, and lab-grown diamond pieces in real time, allowing customers to view the craftsmanship, ask questions and purchase instantly.
Alongside sales, the brand has also built strong audience engagement through jewellery giveaways hosted during livestreams. While every stream includes some form of giveaway, larger giveaway schedules are reserved for new jewellery launches and special occasions. In a single TikTok Live session, L’ERA has given away over £1,500 worth of jewellery, with individual pieces ranging in value from £64 to £700, reinforcing trust and long term customer loyalty. Many of their repeat customers enjoyed their first L’ERA piece through a giveaway win.
“When we first launched, we genuinely wouldn’t have survived without TikTok,” say Lara and Angèle. “It gave us an immediate platform and a way to reach our audience through live streaming at a time when we had no budget for ads.”
The founders believe livestreaming has been particularly important given the brand’s higher price point compared to typical TikTok products. Customers, they say, need to see and understand the quality difference in order to appreciate the value of demi-fine jewellery, something traditional product listings alone do not achieve.
While describing TikTok Live as transformative, the brand also points to rising commission fees and additional per-order charges as operational pressures. Time-consuming product violations and appeals processes remain an ongoing challenge despite consistently winning appeals.
Although the business does not rely on TikTok as its main revenue stream, the founders say the platform continues to play a significant role in growth and in their early days was responsible for more than 50% of revenue.
As social shopping expands in the UK, L’ERA’s experience illustrates how livestream commerce is supporting independent retailers beyond fast-fashion and low-ticket sales, including brands operating at higher price points traditionally associated with in-store purchasing.
