Viral TikTok turned jewellery hobby into business targeting $2.5m annual sales

Danielle Meyer has turned a childhood passion for making colourful accessories into a growing jewellery brand named Spicy Dan. It is targeting $2.5 million in sales in 2026. What began as a creative outlet gradually developed into a brand known for bold beads, distinctive charms and carabiner clasps.

A viral social media moment helped Meyer reach customers beyond her personal circle. But building a sustainable business requires more than just online attention. Her journey offers a closer look at how persistence, rejection and taking risks shaped her success.

How did a help Danielle Meyer grow her

Meyer's interest in jewellery began in childhood, when her mother took her to bead shops. As reported on Entrepreneur's profile, she continued making accessories as an adult, even while pursuing a career in the corporate world.

After working in technology sales and venture capital, she joined American Express, where she managed a programme focused on startup strategy.Jewellery remained a personal interest instead of an obvious career choice. During a period of unemployment in the pandemic, Meyer began making more pieces, sourcing beads online and selling jewellery and do-it-yourself kits to friends. Requests for personalised gifts gradually expanded her customer base, encouraging her to source vintage hardware, old stock chains and different kinds of pearls.

She launched Spicy Dan in 2023, but sales initially remained modest. Reportedly she had spent around a year and a half selling at farmers markets and pop-up events before a social media breakthrough changed the business's direction.In 2024, influencer Hannah Chody wore one of Meyer's necklaces in a video discussing Sweetgreen. Meyer had contacted Chody after seeing her ask for recommendations for fun spring and summer jewellery.

When viewers began asking about the necklace, interest quickly translated into orders. According to Entrepreneur, the brand went from selling roughly two necklaces a month to receiving 40 orders within 24 hours.

Texas shaped her creative identity

The brand's development was also affected by experiences that encouraged Meyer to rethink her professional goals. In an April 2026 interview published by Kyle Cavan Jewelry, she discussed how Austin, Texas, shaped her creative outlook.

Her university years and an internship experience in the city helped her appreciate its relaxed style, which later influenced the jewellery she designed.The interview also reported a difficult period after her rejection from venture capital firm M13. Meyer had reached the final round for a role she thought was a major opportunity, but the disappointment made her reconsider where she was directing her energy. Instead of concentrating on finding another job, she began putting more effort into Spicy Dan.She contacted influencers, retailers, manufacturers and potential partners, exploring opportunities she had previously lacked the confidence to pursue. Kyle Cavan Jewelry reported that her breakthrough with Chody followed roughly three months later.

From a small side project to a full-time business

The increase in demand brought a clear financial shift. Entrepreneur reported that Spicy Dan had generated around $2,000 in a good month before the influencer exposure.

Revenue reached $9,000 in the month of Chody's initial post, then climbed to $22,000 the following month and $55,000 in the month after that.A later collaboration with Chody generated more than $100,000 during the holiday sales period. That income gave Meyer more resources to expand operations while keeping the business self-funded. By late 2024, Meyer had left her position at American Express to concentrate on Spicy Dan full-time.In the Kyle Cavan Jewelry interview, Meyer reflected that her skills from earlier jobs including managing workloads, communicating with people and analysing information helped her in this venture.

A handmade approach as Spicy Dan prepares for expansion

Rapid sales growth created practical challenges. Initially, Meyer recruited women through Facebook Marketplace to help assemble jewellery at her New York City apartment while she continued her corporate job. The arrangement helped meet demand, but working around a kitchen table was not a lasting solution.Entrepreneur reported that Meyer eventually partnered with a nearby jewellery assembly business run by Melinda, allowing her to increase production while maintaining a local, handmade approach. The arrangement also gave the company access to a small team of women who make its products.Managing orders proved equally demanding. After a particularly busy holiday period, Meyer became ill while still handling packing, customer emails and other daily tasks.

Delays and complaints made it clear that she could not continue doing everything herself.The business experimented with an outside fulfilment provider before bringing that work back in-house. That decision reflected the importance Meyer placed on the personal service and customisation that distinguish the brand. Reportedly, Spicy Dan has since grown to 3 full-time in-house employees, alongside Melinda's team of around 6 makers.

The next stage of growth will build on the brand's signature style

Spicy Dan's expansion strategy includes collaborations and a broader range of designs. Entrepreneur reported partnerships with clothing brand Parke and sleepwear and clothing brand Cozyland, the latter involving a pyjama set and two necklaces.Meyer also plans to develop the product range beyond the chunky beads and signature carabiner clasps that helped establish the brand. Smaller gemstone-encrusted carabiners, additional chain options and other jewellery categories, including earrings and bracelets, are among the areas she wants to explore.The company is targeting more than $2.5 million in sales in 2026, according to Entrepreneur. Reaching it will depend on the brand's ability to meet demand without losing the qualities that attracted customers in the first place.Meyer's approach also reflects a lesson she shared with Entrepreneur: ‘products do not need to be perfect before they reach customers, because feedback is essential to improving them.’