Audry Rose founders Kevin and Jaclyn Elbaum with their two children. Photo: Courtesy of Kevin and Jaclyn Elbaum

PARK CITY, Utah — Jaclyn and Kevin Elbaum were enjoying a normal Thursday evening when they learned that Taylor Swift had been photographed wearing one of their Audry Rose Jewelry necklaces. In the days that followed, the increased traffic and sales on their website was an unmistakable result.

“It’s pretty staggering, the influence she has,” Kevin said. Swift didn’t comment on the piece directly, but simply appearing in it triggered a flood of attention. “The fact she’s actually driving sales on just such an expensive, beautiful piece is pretty incredible,” he added.

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For the Elbaums, the attention is especially meaningful because one of their biggest hurdles as an online-based business has been customer acquisition. Swift’s appearance, and the earned media that followed, has helped them reach the audience they’ve been trying to connect with.

The “Swift Effect,” as small businesses often call the wave of attention sparked when Swift is spotted in their products, is now amplifying an already busy holiday season. With their Black Friday sale underway and holiday orders pouring in, “it’s not unusual for us to spend late nights at the office all the way until Christmas Day,” Kevin said.

But the sudden spotlight is only the latest chapter in a decade-long story. Audry Rose Jewelry began 10 years ago, when Jaclyn struggled to find an engagement ring that felt personal. “As I was searching and researching, I just felt like this was a really good opportunity to bring unique jewelry to people that they can’t find everywhere,” she said.

Since relocating to Park City, that vision has evolved alongside the landscape around them. “Two drops ago we did a totally handmade collection that was inspired by the mountains and even just rocks in our backyard and in the streams that flow through Park City,” Kevin said. “I do feel like it helps when you’re not kind of living in a big city with just buildings all around.”

The community has shaped their business just as much as the mountains. “Community-wise, everyone’s really supportive, and we’ve been able to find employees that have been really wonderful, which was really hard for us before we got here,” Jaclyn said. “And, yeah, just living in such a stunning place, it’s just hard to not be inspired.”

Right now, the couple is focused on keeping pace with the holiday rush that’s been supercharged by this unexpected pop-culture moment. But they’re also thinking beyond December. “I am so dedicated to the art of jewelry,” said Jaclyn. “In a world that moves so fast, I’m hoping to create something that someone will love for their lifetime and generations to come.”