[Content Commerce] Brand Created by 30-Year Jewelry Expert Sees Sales Surge Eightfold

Kwon Taei, CEO of the YouTube channel Diaunni
Over 30 Years of Expertise in the Jewelry Industry
Monthly Sales Up 30% After Selling on YouTube

"A diamond rough truly shines only when it is cut by a skilled expert."

Kwon Taei, CEO of the Diaunni channel, has worked in the jewelry industry for over 30 years and has been running a YouTube channel since 2019 to provide jewelry information to general consumers. After graduating from university, she entered the industry as a merchandiser (MD) and later became a certified gemologist through the Gemological Institute of America (GIA).

Profile photo of Kwon Taei, CEO of Diaunni Channel. Provided by Cafe24.

On June 25, CEO Kwon explained, "I became a creator to share useful information with people who experience difficulties when purchasing or managing jewelry." The Diaunni channel she operates has grown rapidly based on its expertise and practicality. The channel offers a wide range of content, including how to select cost-effective products based on the diamond '4C (carat, color, clarity, cut)' standards, jewelry trends, celebrity styling examples, and styling tips. Many videos have garnered hundreds of thousands of views.

CEO Kwon stated, "A professional team specializing in jewelry content, including jewelry designers and gemologists, leads the channel," adding, "Our channel's strength lies in sincerely communicating with subscribers by introducing everything from luxury jewelry to practical and affordable products, as well as various fashion items."

She has also expanded into the commerce business based on her YouTube activities. In response to subscriber requests, she launched her own brand in 2019 and now designs and sells jewelry products such as rings, necklaces, and bracelets. She personally oversees every stage of the process, from product planning and sourcing raw stones to appraisal and production.

CEO Tae Lee Kwon is introducing popular jewelry products from the Tiffany & Co. brand through the Dia Unnie YouTube channel. YouTube screen capture.

The raw stones are sourced directly from Africa, Tahiti, and Hong Kong, and the finishing quality is enhanced through collaboration with master craftsmen in Jongno who have worked in the field for 40 to 50 years. The finished products undergo a dual verification process, including external appraisal agencies and internal evaluation, to ensure quality. CEO Kwon emphasized, "The precious metal craftsmen in Jongno possess skills that are outstanding even by global standards, and I want to showcase their talent through our channel," adding, "Although customers receive a single finished piece of jewelry, each product goes through meticulous inspection and preparation at every stage, from raw stones and components to setting and plating."

Recently, she increased the efficiency of content commerce by integrating YouTube shopping features through Cafe24. This allows consumers to browse products while watching videos and proceed directly to purchase. CEO Kwon mentioned, "Since introducing YouTube shopping, our average monthly sales have increased by about 30%, and the number of purchases has risen more than eightfold."

Looking ahead, she plans to expand live streaming content targeting overseas markets. CEO Kwon said, "We've received numerous offers to appear on international home shopping channels, so I believe there will be many opportunities to showcase the excellence of Korean jewelry," and added, "Because jewelry products last for more than ten years, I will provide products with meticulous attention to detail, from plating thickness to setting, even at the same price point."