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Brand Snapshot
- Name: Liz Fox Roseberry
- Founded: 2023
- Founder: Liz Fox Roseberry
- Location: Austin, TX
- Niche: Handcrafted jewelry
- Sales Channels: TikTok and Etsy
- Notable Stats:
- Over 20,000 sales on Etsy
- TikTok (533K+ followers)
Origins and Brand Identity
Liz Fox Roseberry didn’t set out to build a jewelry empire. She was a graphic designer in the early days of the pandemic when she, like many, reevaluated her goals. Liz had been making jewelry on the side, primarily as a hobby.
But when she started posting TikToks showcasing her unique wire-wrapped earring jackets (a customizable accessory that hugs the earlobe) her hobby turned into a business.
Her first viral moment came unexpectedly. In a People interview from earlier this year, Liz shared that she was at her lowest point in 2023 when she happened to mention her fledgling Etsy shop at the end of her TikToks. This unexpectedly launched a flood of sales overnight and the traction hasn’t stopped since. Liz ended up making over 18,000 sales in her first year alone.
Product Focus: Made-to-Order Jewelry with a Twist
Liz’s product line centers around handcrafted wire earrings, many of which can be customized to fit different piercing arrangements or aesthetic styles. What sets her apart is the innovative design of her “earring jackets,” which offer an alternative to traditional backings.
Product types include:
- Wire-wrapped statement earrings
- Earring jackets and climbers
- Custom initials and shape motifs
- Lightweight, everyday pieces with boho or celestial themes
These are made-to-order and small batch, meaning she doesn’t carry large inventories—a fulfillment model highly relatable to POD-style sellers using services like Dreamship.
The personalization angle also mirrors the flexibility of print-on-demand, giving buyers something that feels custom without added overhead.
TikTok Content Strategy: Showing the Process, Selling the Story
The secret sauce behind Liz’s rapid growth isn’t just beautiful jewelry—it’s smart, consistent content marketing on TikTok.
Here’s how she uses the platform:
Content Types
<blockquote class="tiktok-embed" cite="https://www.tiktok.com/@foxcraftcustom/video/7466239440151694634" data-video-id="7466239440151694634" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@foxcraftcustom" href="https://www.tiktok.com/@foxcraftcustom?refer=embed">@foxcraftcustom</a> <p>We’re measuring, storing and counting at the same time. One arm’s length of wire (with this jar) ≈15 cuts. So i just prepped 15 PAIRS of matchsticks. </p> <a target="_blank" title="♬ original sound - Liz Fox Roseberry" href="https://www.tiktok.com/music/original-sound-7466239518518053678?refer=embed">♬ original sound - Liz Fox Roseberry</a> </section> </blockquote> <script async src="https://www.tiktok.com/embed.js"></script>
- Tutorials: Detailed instructions helping aspiring jewelry designers
<blockquote class="tiktok-embed" cite="https://www.tiktok.com/@foxcraftcustom/video/7281414410512682286" data-video-id="7281414410512682286" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@foxcraftcustom" href="https://www.tiktok.com/@foxcraftcustom?refer=embed">@foxcraftcustom</a> How I make the new flower earring jackets! The payoff is worth every step. <a title="wirework" target="_blank" href="https://www.tiktok.com/tag/wirework?refer=embed">#wirework</a> <a title="handmadejewelry" target="_blank" href="https://www.tiktok.com/tag/handmadejewelry?refer=embed">#handmadejewelry</a> <a title="handmadecraft" target="_blank" href="https://www.tiktok.com/tag/handmadecraft?refer=embed">#handmadecraft</a> <a title="lizfoxroseberryshop" target="_blank" href="https://www.tiktok.com/tag/lizfoxroseberryshop?refer=embed">#lizfoxroseberryshop</a> <a title="foxcraftcustom" target="_blank" href="https://www.tiktok.com/tag/foxcraftcustom?refer=embed">#foxcraftcustom</a> <a target="_blank" title="♬ original sound - Liz Fox Roseberry" href="https://www.tiktok.com/music/original-sound-7281414445728484139?refer=embed">♬ original sound - Liz Fox Roseberry</a> </section> </blockquote> <script async src="https://www.tiktok.com/embed.js"></script>
- ASMR and Sound Syncs: Using TikTok audio trends to add sensory appeal
<blockquote class="tiktok-embed" cite="https://www.tiktok.com/@foxcraftcustom/video/7521459893241384222" data-video-id="7521459893241384222" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@foxcraftcustom" href="https://www.tiktok.com/@foxcraftcustom?refer=embed">@foxcraftcustom</a> Destroying my floor as per ush. Dc/inspo @Cale Brown <a target="_blank" title="♬ Blurred Lines - Robin Thicke" href="https://www.tiktok.com/music/Blurred-Lines-6917158358122252289?refer=embed">♬ Blurred Lines - Robin Thicke</a> </section> </blockquote> <script async src="https://www.tiktok.com/embed.js"></script> - Packaging Orders: “Pack an order with me” content that doubles as testimonials
<blockquote class="tiktok-embed" cite="https://www.tiktok.com/@foxcraftcustom/video/7460194424706944298" data-video-id="7460194424706944298" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@foxcraftcustom" href="https://www.tiktok.com/@foxcraftcustom?refer=embed">@foxcraftcustom</a> Replying to @kandicemaemae lets UNBOX your order instead! <a title="unboxing" target="_blank" href="https://www.tiktok.com/tag/unboxing?refer=embed">#unboxing</a> <a title="handmadeearrings" target="_blank" href="https://www.tiktok.com/tag/handmadeearrings?refer=embed">#handmadeearrings</a> <a title="earringjackets" target="_blank" href="https://www.tiktok.com/tag/earringjackets?refer=embed">#earringjackets</a> <a title="earringslovers" target="_blank" href="https://www.tiktok.com/tag/earringslovers?refer=embed">#earringslovers</a> <a target="_blank" title="♬ original sound - Liz Fox Roseberry" href="https://www.tiktok.com/music/original-sound-7460194399444618026?refer=embed">♬ original sound - Liz Fox Roseberry</a> </section> </blockquote> <script async src="https://www.tiktok.com/embed.js"></script> - Customer Interaction: Turning viewer comments into engagement and marketing opportunities
<blockquote class="tiktok-embed" cite="https://www.tiktok.com/@foxcraftcustom/video/7463533638768987435" data-video-id="7463533638768987435" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@foxcraftcustom" href="https://www.tiktok.com/@foxcraftcustom?refer=embed">@foxcraftcustom</a> <p>Its giving parallel universe?</p> <a target="_blank" title="♬ original sound - Liz Fox Roseberry" href="https://www.tiktok.com/music/original-sound-7463533702333696814?refer=embed">♬ original sound - Liz Fox Roseberry</a> </section> </blockquote> <script async src="https://www.tiktok.com/embed.js"></script> - Behind-the-Scenes: Studio tours, personal thoughts, and vulnerability
<blockquote class="tiktok-embed" cite="https://www.tiktok.com/@foxcraftcustom/video/7509634108918680863" data-video-id="7509634108918680863" style="max-width: 605px;min-width: 325px;" > <section> <a target="_blank" title="@foxcraftcustom" href="https://www.tiktok.com/@foxcraftcustom?refer=embed">@foxcraftcustom</a> <p>Perks of having a magician friend ✨Mortimus Broadshow the ASTONISHING✨</p> <a target="_blank" title="♬ original sound - Liz Fox Roseberry" href="https://www.tiktok.com/music/original-sound-7509634132159302431?refer=embed">♬ original sound - Liz Fox Roseberry</a> </section> </blockquote> <script async src="https://www.tiktok.com/embed.js"></script>
Key TikTok Strategies
- Post Frequency: At least 1–2 videos per day in early stages
- Engagement Tactics: Responding to comments, resharing duets, and tagging customers
- Linking Back to Etsy: Using link-in-bio tools to drive viewers to her storefront
- Storytelling: She doesn’t just post products—she posts why they matter and what they mean to her or the buyer
This combination of craft, storytelling, and interaction is what created a true community around her jewelry.
Building a Loyal Customer Base
Liz’s approach naturally attracts repeat buyers because she centers her content around customer feedback and new product ideas. She's showcasing finished products while also inviting her audience into the creative journey.
TikTok viewers often suggest customizations or design tweaks in the comments, and Liz genuinely listens and provides thoughtful responses.This loop makes the customer feel invested in the brand and creates user-generated demand.
Plus, her unfiltered, warm personality makes the brand feel approachable. Instead of a polished corporate aesthetic, her content is human, handcrafted, and trustworthy—something today’s buyers crave.
Etsy and Shopify: Optimized Storefronts for Conversion
While Etsy is a strong part of her business, Liz has expanded beyond it. She now sells through her own Shopify store at lizfoxroseberry.com. This allows her to create a fully branded experience while still maintaining her Etsy presence.
On Etsy:
Her listings are optimized with targeted SEO keywords like “wire earrings” and “custom ear climbers.” Product descriptions are clear and mobile-friendly. Her photos focus on detail and scale, helping first-time buyers visualize how the pieces will fit. With over 20,000 sales and glowing reviews, her Etsy storefront remains a discovery engine.
On Shopify:
She gains more control over her brand’s look, feel, and pricing. Shopify also enables stronger upsell opportunities, direct marketing (like email lists), and repeat customer engagement without marketplace fees. It’s a powerful complement to Etsy, especially for long-term brand growth.
Sellers using Dreamship can mirror this strategy: leverage Etsy for visibility, then scale with a Shopify store for deeper brand control.
Takeaways for Dreamship Sellers
Liz Fox Roseberry’s story is a reminder that success in today’s ecommerce landscape goes beyond an ad strategy—it’s about showing up, being consistent, and building something worth believing in.
Her use of short-form content proves that simple videos like packaging a mug order or designing a new shirt can be powerful marketing tools. Her emphasis on storytelling, process transparency, and community feedback highlights the importance of humanizing your brand, especially when customers are overwhelmed with choices.
And her shift from Etsy to also owning a Shopify-powered store shows the value of diversifying your channels and protecting your customer relationships.
For Dreamship sellers, the lesson is clear: You don’t need a warehouse, a big ad budget, or a massive team. You need good products, a content strategy you can stick to, and a platform like Dreamship to handle the rest.
Conclusion
Liz Fox Roseberry turned a pandemic-era side hustle into a viral jewelry brand by embracing authenticity, interaction, and content-driven growth. Her case study is both inspiring and actionable.
For Dreamship sellers around the world, her journey illustrates how modern tools and platforms—when used thoughtfully—can turn creativity into a business and a brand into a movement.
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