The embrace between Taylor Swift and her NFL boyfriend, Travis Kelce, following the Kansas City Chiefs’ victory in the American Football Conference Championship game, not only captured hearts but also propelled a surge in sales for the jewelry company Wove. Founded and operated by former Army Rangers Andrew Wolgemuth and Brian Elliott, Wove witnessed a remarkable 2,000% increase in sales since Swift donned one of their diamond tennis bracelets during the celebratory moment.
The journey of Wove, from its inception amidst the trials of Afghanistan to its recent spotlight at the Super Bowl, is a testament to the resilience and entrepreneurial spirit of its founders. Inspired by the challenges of procuring engagement rings during their military service, Wolgemuth and Elliott transformed their vision into reality, leveraging their military background and family connections in the jewelry industry.
Based in Lancaster, Pennsylvania, just miles away from Swift’s hometown, Wove takes pride in its commitment to American craftsmanship. With a workforce comprising 50% veterans or individuals with military affiliations, including CEO Simone Kendle, Wove ensures that its products are made entirely in the United States, maintaining authenticity and quality from start to finish.
The collaboration between Wove and pro golfer Michelle Wie West laid the foundation for Swift’s iconic bracelet, aptly named TNT (Travis and Swift). Ordered as a Christmas gift by Kelce, the bracelet became a symbol of their relationship and captured the attention of fans worldwide. Swift’s presence at Kelce’s football games further amplified Wove’s visibility, leading to a remarkable surge in sales and web traffic following the unforgettable post-game hug.
Beyond its commercial success, Wove remains dedicated to serving military members and their families. Offering a personalized design process, including virtual consultations and 3D printing technology, Wove ensures that custom jewelry is accessible to all, regardless of their location or deployment status. With a focus on authenticity and a deep-rooted connection to the military community, Wove stands as a beacon of excellence in the jewelry industry.
