TikTok Shop Case Study · Jewellery · Singapore
How Wing Fook Jewellery Achieved Up to 99X ROAS with TikTok Shop LIVE and Creator-Led Commerce
Wing Fook Jewellery, a premium gemstone jeweller at the Singapore Flyer, moved from B2B/OEM into consumer retail with TikTok Shop. Innovative Hub built the shop, brought in top creators and ran LIVE commerce and TikTok Ads.
- TikTok Shop
- LIVE Streaming
- Creator Affiliate
- Celebrity Creators
- TikTok Ads
Case study at a glance
Wing Fook Jewellery reached up to 99X ROAS on TikTok Shop with Innovative Hub, Singapore's #1 ranked TikTok Shop Partner (July 2026). Over 3 months, a creator origin-tracing trip, 6 livestream sessions, creator affiliate selling and TikTok Ads turned a B2B jeweller into a direct-to-consumer seller.
The client
About Wing Fook Jewellery
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.
The challenge
The challenge: moving from B2B to consumer retail
Wing Fook wanted to grow beyond its B2B/OEM business and reach more consumers through retail, but had no established online sales channel beyond its physical store.
Limited digital presence
No direct online sales channel to reach customers beyond the Singapore Flyer store.
Building trust online
As a premium jeweller, Wing Fook had to show the quality, origins and value of its gemstones to online shoppers.
Turning attention into sales
Beyond awareness, the brand needed consumer interest to become real product enquiries and purchases.
The solution
The solution: from offline retail to B2C livestream commerce
Innovative Hub set up Wing Fook's TikTok Shop and combined creators, LIVE selling and ads into one campaign.
Set up a direct online sales channel
TikTok Shop gave Wing Fook a new way to sell beyond its physical store, creating the foundation for its B2C digital business.
Told the jewellery story at the source
Top creators joined a 3-day China origin-tracing trip, visited the jewellery source and made content about the gemstones, products and their origins, building awareness and trust through authentic storytelling.
Turned content into LIVE commerce
The creator content was extended into 6 livestream sessions over 3 months, with different creators and promotions to reach different audiences and drive product discovery.
Drove discovery and conversion
Creator affiliate selling linked creator content to TikTok Shop, while TikTok Ads boosted product visibility, LIVE traffic and conversions.
The results
The results: up to 99X ROAS on TikTok Shop
TikTok Shop Livestream
TikTok Ads Campaign
| Channel | ROAS | ROI* | Reach |
|---|---|---|---|
| TikTok Shop LIVE (6 sessions, 3 months) | 79.46X | 7,846% | 66.5K+ LIVE views |
| TikTok Ads campaign | 98.57X | 9,757% | – |
*ROI calculated based on GMV and campaign investment.
- Built a B2C digital channel: TikTok Shop helped Wing Fook expand beyond physical retail.
- Earned trust online: origin-trip content showed shoppers where the gemstones come from.
- Reached new audiences: different creators and promotions across 6 LIVEs.
- Turned interest into sales: affiliate selling and TikTok Ads drove conversions.
Inside the campaign
Inside Wing Fook's TikTok Shop LIVEs
A look at the shop profile, creator LIVEs and promotions. Swipe to see more.
Key takeaways
What jewellery and luxury brands can learn
- Show the origin, not just the product. For high-value items, creator content filmed at the source builds the trust that photos alone cannot.
- Use LIVE as the sales moment. Shoppers can ask questions, see pieces up close and buy in the same session.
- Rotate creators and offers. Different hosts and promotions across sessions reach new audiences each time.
- Connect content, affiliates and ads. Paid traffic into LIVEs and creator videos scales what already converts.
Services used
- TikTok Shop Management
- LIVE Streaming
- Creator Affiliate Selling
- Celebrity Creator Activation
- TikTok Ads Management
See all our TikTok Shop services.
Want results like Wing Fook's?
Innovative Hub is Singapore's #1 ranked TikTok Shop Partner (July 2026), an official TSP since 2022 and TikTok Shop MCN since 2023. Talk to our team about your shop, LIVEs and creators.
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Wing Fook TikTok Shop case study FAQs
What results did Wing Fook Jewellery get on TikTok Shop?
With Innovative Hub, Wing Fook Jewellery achieved 98.57X ROAS (9,757% ROI) on its TikTok Ads campaign and 79.46X ROAS (7,846% ROI) on TikTok Shop LIVE, with 66.5K+ LIVE views across 6 livestream sessions over 3 months. ROI is calculated based on GMV and campaign investment.
Can premium jewellery sell on TikTok Shop?
Yes. Wing Fook Jewellery, a premium gemstone jeweller at the Singapore Flyer, used creator content, a China origin-tracing trip and TikTok Shop LIVE to build trust in its natural diamonds, sapphires, emeralds and rubies, and turned that interest into sales at up to 99X ROAS.
How did Innovative Hub run Wing Fook's TikTok Shop campaign?
Innovative Hub set up Wing Fook's TikTok Shop, activated top creators for a 3-day China origin-tracing trip, ran 6 livestream sessions over 3 months with different creators and promotions, and used creator affiliate selling and TikTok Ads to drive LIVE traffic and conversions.
What is ROAS, and how was ROI calculated in this case study?
ROAS (return on ad spend) is the sales value generated for every dollar spent, so 98.57X ROAS means about S$98.57 in GMV for every S$1 spent. ROI in this case study is calculated based on GMV and campaign investment.
Which TikTok Shop services did Wing Fook Jewellery use?
TikTok Shop Management, LIVE Streaming, Creator Affiliate Selling, Celebrity Creator Activation and TikTok Ads Management, all run by Innovative Hub.
Who is Innovative Hub?
Innovative Hub (SG) Pte. Ltd. (UEN 201632791Z) is a Singapore digital commerce agency founded in 2016. It has been an official TikTok Shop Partner (TSP) since 2022 and a TikTok Shop MCN since 2023, and was ranked #1 in TikTok Shop's Top TSP Agencies Monthly Ranking for Singapore in July 2026.