Jaclyn Hill has many roles — influencer, entrepreneur, YouTube OG — but one that’s becoming increasingly important for the makeup mogul is jewelry designer.
Her first jewelry collection sold out in 48 hours and her second launch, the Spring Dream collection, was released last month. Although the move to jewelry is new to Hill, she brings both her knowledge and social media skills to her Jaclyn Roxanne brand, so it might be worth taking some notice from the jewelry industry.
While Hill is known in the beauty industry for her expertise and her Jaclyn Cosmetics line, she’s particularly good at creating viral makeup tutorials. For example, her lesson on creating the smoky cat’s eye has more than 16 million views and her hangout with Kim Kardashian has more than 11 million views. Translate that popularity into jewelry and the numbers will be massive.
Since YouTube became her home in 2010, Hill has shared much of her life online. But people may not realize how jewelry affects their looks and work, Hill says. In fact, she calls jewelry her “first love” because it reminds her of her family.
“I always knew I wanted to create my own line of jewelry, ever since my grandmother gave me her pearls when I was eight,” says Hill. “I have a passion for jewelry because you can wear the simplest outfit, minimal makeup with your hair tied back and then throw some jewelry on top and look instantly done.”
Hill says she feels particularly connected to her jewelry brand for two reasons. First, it’s the first brand she’s built entirely from scratch, with no outside partners or investors. And the other reason is his name, Jaclyn Roxanne. Her family calls her that because it is her birth name. Hill says she almost named her YouTube channel that, but she’s glad she saved it for her jewelry.
Hill says that in many ways, the Jaclyn Roxanne brand represents a new era of independence for her. She has established herself as a female founder.
“For the first time in my career, I got to learn something completely new,” says Hill. “Having worked in the cosmetics industry for over a decade, I had an idea of the product development process, but this was the first time I had to learn about things like metal types and stones and bringing design sketches to life.”
Hill says she hopes her fans will wear her makeup and jewelry, especially because the items in her new lines feel like a personal signature. Some of her favorites are the Stacked Coin, which helps make layered jewelry more accessible to more people, and the Trendsetter, which has an adjustable necklace length.
“I was in Tampa having dinner the other night and saw two girls in Jaclyn Roxanne at the bar, so I introduced myself and there was an instant connection,” says Hill. “That moment was so organic and surreal, which inspired me to continue to release pieces that my followers love.”
The Spring Dreams collection was born out of her love of layering, adding options and versatility to jewelry. The second collection for her jewelry brand has refreshed her fans and she hopes they will enjoy it.
Most of all, Hill hopes that the people who love and support her work will understand how hard she works to make sure the details are right and her customers are happy.
“I want people to know how much I value the customer experience,” says Hill. “For example, we’ve recently received a lot of requests on our social media platforms for more comprehensive ring sizing, so we’ve been working diligently with the team over the past few months to add two to three more sizes to all future collections. Of course, some improvements take longer than others, but it’s so important to me that my followers know I’m listening.”
Above: Makeup expert Jaclyn Hill recently launched her second jewelry collection, Spring Dreams, after a successful first drop that sold out in 48 hours. The YouTube sensation says jewelry is a great next step for her brand because everyone looks good wearing her creations (photos courtesy Jaclyn Roxanne)
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