sequin-nyc.com
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Sequin: The $21M Jewelry Story
How a handmade-in-NY brand built a $21M revenue engine without VC funding
In a world dominated by fast fashion giants, Sequin has quietly built a $21.4M jewelry empire by selling meaning, not just metal. With 94 employees and a cult following, this NYC-born brand proves that authentic storytelling beats algorithmic marketing.
"They're not selling jewelry—they're selling personal narratives wrapped in enamel and silver."
The Power of Direct Traffic
With 51% direct traffic, Sequin has achieved what most DTC brands dream of: true customer loyalty. This isn't accidental discovery—it's intentional return. When over half your visitors type your URL directly, you've built a brand that transcends transactions. Compare this to the 26% organic search traffic, and you see a company that has mastered relationship-building over keyword optimization.
The SEO Paradox
Sequin's keyword strategy reveals a fascinating insight: they rank #1 for 'sequin' (15K monthly searches) but barely crack the top results for 'sequin jewelry' (490 searches). This suggests they own their brand name but haven't fully conquered the category. Yet their revenue tells a different story—they're converting brand recognition into $21M without relying on SEO dominance. It's a masterclass in brand equity over search volume.
The tech stack reveals their priorities: Shopify powers the commerce engine, Afterpay unlocks flexible payments, and Zendesk handles customer service. But notice what's missing—no heavy enterprise CRM, no complex personalization engines. They've kept it lean and focused. The 21 technologies detected are mostly standard e-commerce infrastructure, not bloat. This is a company that invests in product and people, not fancy tech.
- Handmade in NY & RI creates authenticity and quality control that mass production can't match
- 94 employees suggest a healthy operational scale without corporate bloat
- No VC funding means they answer to customers, not investors
- Strong social presence (Facebook/Instagram) drives the direct traffic engine
The $21M Question
Sequin proves that in a crowded market, authenticity and craftsmanship still command premium value—even without venture capital or algorithmic dominance.
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Sequin Jewelry
Meaningful jewelry to express your personal story—thoughtfully designed and handmade in NY & RI.
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About sequin-nyc.com
Meaningful jewelry to express your personal story—thoughtfully designed and handmade in NY & RI.
Company Overview
sequin-nyc.com Social Media
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Phone Numbers
Technology Stack
sequin-nyc.com uses 21 technologies across their website including Adobe Fonts, hCaptcha, HSTS, Amazon S3, Amazon Web Services, and more.
Fonts
Adobe Fonts
Security
hCaptcha, HSTS, reCAPTCHA
Cloud & Hosting
Amazon S3, Amazon Web Services, Cloudflare
Email Marketing
Mailchimp
Advertising
DoubleClick Floodlight, Google Ads, Facebook Pixel
Customer Support
Zendesk
Traffic & Audience
sequin-nyc.com receives approximately 24.0K monthly visitors and ranks #870,134 globally. The website has a bounce rate of 57% with visitors viewing an average of 3.9 pages per visit. Users spend an average of 0:57 on the site.
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