The Kardashian effect is an absolute, real phenomenon – when any member of that family reps anything on their social media accounts, you can bet sales will skyrocket and the brand’s internet will explode in flames. Well, figuratively at least. That’s exactly what happened this week for awesome Aussie jewellery brand BabyAnything.
See, Lucie Ferguson – owner and founder of the Sydney-based brand – is the sister of Elle Ferguson, one half of influencer duo They All Hate Us and big-time Instagram star in her own right. She got an exclusive invite to Kim Kardashian‘s beauty line launch in LA, and wore the yet-to-be-released Saint Christopher and Aurora Luna pendants from her sis’ range. She gave Kim one, Kim wore it – and the rest, as they say, is history.
“It started the minute Elle debuted her outfit for the KKW beauty launch,” says Lucie. “I started getting emails and dm’s from the second she went public with her outfit. As the launch was so exclusive, everyone had their eyes glued to the images of Kim and Elle and hence the necklaces. I was just sitting at the studio glued to my phone screen!”
The entire (excellent) debacle meant Lucie had to fast-track the production and release of the pendants, which actually weren’t dropping for ages.
“I had requests from all of the world for ‘the medallion necklaces’,” she explained. “I had to act fast and get flat lay images organised for the site, and now I’ve put plans in place to be able to release the pieces early.”
It’s been so insane, Lucie doesn’t even know how many people have joined the wait-list. But if you want one for yourself, best hit the site right now.
“Everyone will be working around the clock to get them out to our beautiful customers. There are still some available online to ship now in particular chain lengths and the Pre sale items will be shipped August 8th,” she says.
God bless you, Kimmy K. Hear all about Lucie’s BabyAnything story in our excellent chat with her here:
Got a side hustle project Kim K would be all over? Whatever it is, you should enter our comp c/o Set for Life – you’ll win $5k to go toward your side-hustle, plus a luxe weekender in Sydney where you’ll meet ultra boss lady Eleanor Pendleton of Gritty Pretty.
Image: Instagram / @kimkardashian.
