About Mint & Lily
Mint & Lily exists to help women feel extraordinary every day, with jewelry that’s as meaningful as it is beautiful. Our mission is to make high-quality, fashion-forward pieces that allow for self-expression, personalization, and connection, at prices that make luxury feel accessible. Whether it's your name, a birthstone, or an inspiring message, we believe your jewelry should tell your story.
We do this by combining premium, tarnish-free materials with direct factory relationships and smart technology, which lets us move fast on trends, keep costs low, and offer thoughtfully made collections that never compromise on style or quality.
Meaningful, without the luxury markup
Mint & Lily started with the idea that jewelry should be more than pretty. They should be personal. We saw a gap between fast fashion and fine jewelry and wanted to create pieces that felt meaningful, without the luxury markup. What began with a few custom pieces has grown into a community of over a million customers who choose jewelry that reflects who they are and what matters most.
Delivering sentiment, confidence, and connection
What excites me most is the emotional connection our customers have with what we create. Every piece becomes part of someone’s story. Whether it's a mom wearing her children’s names on a ring, a friend gifting a birthstone bracelet, or someone treating themselves to something that reminds them of who they are.
What makes it even more powerful is how we get to build those connections through thoughtful storytelling and intentional touchpoints, especially through email. It’s where we can speak directly to our customers, inspire meaningful gifting moments, and share pieces that feel personal to them.
Seeing how our community wears and shares these moments is incredibly inspiring. We’re not just delivering jewelry. We’re delivering sentiment, confidence, and connection.
What’s next for Mint & Lily?
We’re focused on deepening the connection between our jewelry and the people who wear it. That includes expanding our personalized collections, introducing fine-quality materials like gold vermeil and genuine gemstones, and giving customers more ways to tell their stories through jewelry.
We’re also investing in AI personalization across email, SMS, and our website to create more tailored, meaningful experiences at every touchpoint.
By listening closely to our community and co-creating designs they truly love, we’re building a brand that celebrates individuality and everyday confidence.
Watch the recording:
Key takeaways:
- Emotional storytelling drives brand loyalty - campaigns are anchored in storytelling—especially around meaningful occasions (e.g., Mother's Day, Daughter’s Day)—rather than discounts or urgency.
- Diversified, sustainable growth strategy - they avoid over-reliance on peak sales periods by tapping into offbeat holidays and maintaining engagement year-round.
- Data-led personalization & automation - they build strategic segments (e.g., by shopping intent or life events), behavioral data, and opt-in personal info (birthdays, anniversaries). Automation tools and AI enhance efficiency—always guided by brand tone and reviewed by humans.
- Agility through cross-team feedback & culture - nimbleness comes from close integration across teams, constant performance review, and a culture that embraces testing and rapid iteration. Flexibility helps them adapt to market shifts, supply chain challenges, and rising costs - without sacrificing long-term brand equity.
What are your thoughts on this fireside chat? Let us know in the comments!