UK family run brand L’ERA Jewellery pulls in £140k in revenue via TikTok Live during 2025

A London-based jewellery brand has generated over £140,000 in revenue through TikTok Live in 2025.

Family run company, 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 ask questions and purchase instantly.

They say that they have 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. Many of their repeat customers received 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.

At the same time, however, they point 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.

2026 RTIH Innovation Awards

Livestream commerce will be a key focus area at the 2026 RTIH Innovation Awards.

The awards will open for entries in April. They celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Thursday, 15th October.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.