How Wing Fook Jewellery Achieved Up to 99X ROAS Through TikTok Shop & Creator-Led Commerce

Wing Fook Jewellery is a premium gemstone jewellery retailer based at the iconic Singapore Flyer, specialising in natural diamonds, sapphires, emeralds and rubies. With an established B2B/OEM background, the brand was expanding into the consumer retail market but had limited digital and social presence.

IH helped Wing Fook Jewellery establish its TikTok Shop, activate top creators and run a 3-day China origin-tracing trip, where creators visited the jewellery source and created content to build awareness and reach new consumers. This was supported by LIVE commerce, creator affiliate selling and TikTok Ads to drive product interest and conversions.

Platform:

TikTok Shop

Services:

TikTok Shop Management, LIVE Streaming, Creator Affiliate Selling, Celebrity Creator Activation, TikTok Ads Management

The Challenge : Moving from B2B to Consumer Retail

Wing Fook Jewellery wanted to grow beyond its established B2B/OEM business and reach more consumers through its retail business. However, its digital presence was still limited, with no established online sales channel to reach customers beyond its physical store.

As a premium jewellery brand, Wing Fook also needed to build trust with consumers online by showcasing the quality, origins and value of its gemstones. Beyond building awareness, the brand needed to turn consumer attention into genuine product interest and sales.

The Solution : From Traditional Offline Retail to Online B2C Livestream Commerce

• Establishing a Direct Online Sales Channel. TikTok Shop provided Wing Fook with a new way to bring its jewellery to consumers beyond its physical retail store, creating a foundation for its B2C digital business.
• Bringing the Jewellery Story to Life. A 3-day China origin-tracing trip gave consumers a closer look at the jewellery source. Top creators visited the source and created content around the gemstones, products and their origins, helping Wing Fook build awareness and trust through authentic storytelling.
• Turning Content Into LIVE Commerce. The creator content was extended into 6 livestream sessions over 3 months, with different creators and promotions used to engage different consumer audiences and encourage product discovery.
• Driving Discovery and Conversion. Creator affiliate selling connected creator content with TikTok Shop, while TikTok Ads supported product visibility, LIVE traffic and conversions — helping turn consumer interest into actual purchases.

Turning TikTok Commerce Into Business Results

Built a B2C digital channel — TikTok Shop helped Wing Fook expand beyond physical retail.