Vets’ jewelry company feels the ‘Swift effect’ after she wore a diamond bracelet : NPR


Taylor Swift kisses Kansas City Chiefs player Travis Kelce after a game last month against the Baltimore Ravens while wearing a diamond bracelet designed by Wove, a company founded by two former U.S. Army Rangers.

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Taylor Swift kisses Kansas City Chiefs player Travis Kelce after a game last month against the Baltimore Ravens while wearing a diamond bracelet designed by Wove, a company founded by two former U.S. Army Rangers.

Rob Carr/Getty Images

Last year, NPR told the story of two veterans who opened a jewelry business called Wove, which allows couples to design a ring, then check out a 3D-printed replica of it before spending thousands of dollars for a real diamond.

Co-founder Andrew Wolgemuth says business has been good. An agreement with military stores has allowed Wove to be present in bases around the world. Then last year, an investor connected Wove with golfer Michelle Wie West to design jewelry, including a line whose profits went to forest fire relief in Hawaii, where she grew up. Then came the next connection.

“It turns out that Michelle is friends with Travis Kelce, and she was able to connect with him, and Travis wanted to design a bracelet for Taylor,” says Wolgemuth.

The Kansas City Chiefs tight end is dating mega-pop star Taylor Swift, whose concerts and even game attendance have a notable impact on local economies. Kelce worked with Wove to design a diamond bracelet featuring the letters TNT. They're pretty sure he gave it to her for Christmas.

And then Wolgemuth and his team began to watch football very carefully.

The Chiefs won their AFC championship game in late January, and Swift hugged her boyfriend, with the bracelet sparkling on her wrist for the world to see.

“Sales are up about 2,000 percent in the last two weeks,” says Wolgemuth.

As a former U.S. Army Ranger, Wolgemuth has a history of not commenting on politics, the culture war or Taylor Swift conspiracy theories — but he would say his overworked team is ready if Kelce buys an engagement ring after the Super Bowl this weekend.



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