Seller spotlight: How Mint & Lily is redefining personalized jewelry through marketplace expansion
In the competitive world of jewelry eCommerce, standing out requires more than just beautiful products — it demands a unique value proposition that resonates with customers.
Mint & Lily has carved out a distinctive niche by combining on-trend designs with meaningful personalization, creating jewelry that bridges generations.
Arjun Ohri is the founder and CEO of Fanrock, a portfolio of brands, including Mint & Lily. In this interview, Arjun shares how Mint & Lily evolved from a single cuff bracelet with a powerful message to a thriving multichannel business that's making premium personalized jewelry accessible to customers across the United States.
About Mint & Lily
Since launching in 2019, Mint & Lily has built a jewelry brand centered on self-expression and meaningful connections.
Specializing in personalized pieces that feature birthstones, engravings, initials and names, the brand has completed millions of orders and reached hundreds of millions of people through digital channels.
What sets Mint & Lily apart is their ability to create contemporary, personalized pieces that resonate across generations — jewelry that's both meaningful to give and genuinely desirable to wear.
Mirakl: Can you tell us about Mint & Lily's origin story?
Arjun Ohri: We started in 2019 with a cuff bracelet built around self-expression. It had a message on the inside that said, "Whenever you feel overwhelmed, remember who you are and straighten your crown." That message struck a chord immediately — it spoke to something universal about confidence and self-worth.
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We discovered it resonated particularly well as a gift from mothers and grandmothers to their daughters and granddaughters. It was a contemporary cuff bracelet with a deeply personal message engraved on the inside, designed to be carried as a daily reminder.
Since then, we've expanded our meaningful jewelry into bracelets, necklaces and earrings. What really defines our customers is their relationships — being a mother, grandmother, friend, nurse or teacher.
A lot of our successful jewelry is based on current trends, but we add personalization with birthstones, engravings, initials or names. That's really how we found our audience.
M: What sets Mint & Lily apart in the competitive jewelry space?
AO: I'd say there are three things that really set us apart. First, we're incredibly fast at identifying trends and translating them into personalized pieces. We're not just following what's popular. We're taking those trends and making them meaningful by adding birthstones, engravings, names, whatever makes it personal to you.
Second, we've invested heavily in building our own technology and supply chain. We work directly with amazing artisans and craftsmen around the world, and we've built our own systems to make the whole manufacturing process more efficient. That lets us deliver luxury-quality pieces at prices that actually make sense. We're basically passing those savings straight to our customers instead of piling on markup.
The quality piece is huge for us. We use sterling silver or stainless steel as the base, then coat it with a thick layer of real 18K gold and add a protective layer on top. It's engineered to last, and we genuinely don't get tarnishing complaints.
And we back all of that up with a lifetime guarantee. If something happens to your piece, whether it's just normal wear or you accidentally damage it, we'll replace it. We want you wearing and loving your jewelry for years.
Why 2025 was the right time for marketplace expansion
M: Your business has been focused on direct-to-consumer. What made 2025 the right moment to expand to marketplaces?
AO: We've built this incredible, vibrant community across Facebook, Instagram and TikTok, millions of customers who really connect with our brand and what we stand for.
The engagement we see daily is amazing, and we've been able to reach hundreds of millions of people through these channels. Our direct relationship with our customers has always been at the heart of what we do.
But we also recognized that there's a significant segment of jewelry shoppers who prefer the trust and familiarity of established retailers.
Partnering with Nordstrom, Macy's and Bloomingdale's allows us to meet those customers where they already shop. They get the same Mint & Lily quality and personalization, just through a retailer they've trusted for years.
2025 was the right moment for this expansion because to reach the next level of growth, we needed to be present in the channels where premium jewelry customers feel most comfortable making their purchases.
M: How did you discover Mirakl Connect?
AO: We were actually referred to Mirakl by friends at another brand who'd had great success with them. From the first conversation, it was clear they really understood our story and what we were trying to build.
What impressed us most was Mirakl Connect's relationships with top-tier retailers. They opened doors that would have taken us years to access on our own. When they made introductions to buyers at places like Nordstrom and Macy’s, we came in with immediate credibility. The conversation started from a place of trust rather than us having to prove ourselves from scratch.
It's a completely different experience from the typical approach where you're cold-calling, fighting for meetings and pitching uphill. Mirakl's endorsement changed the entire dynamic.
Early results and plans for growth
M: Have you seen any specific results or unexpected benefits since going live?
AO: Honestly, the speed of the results surprised us. Being featured in the "new arrivals" sections at these retailers has been incredible — customers are discovering us immediately, and that early momentum creates this positive cycle where strong performance leads to more visibility, which drives even more growth.
The economics have been a game-changer too. In our D2C business, we're used to investing heavily in paid acquisition. With marketplaces, we're reaching customers who are already in shopping mode at retailers they trust, so our customer acquisition costs are dramatically lower while maintaining strong profitability. That shift in unit economics is really significant for us.
M: Looking ahead, how do you see your marketplace channel strategy evolving?
AO: We hope to continue growing on marketplaces, looking to double our marketplace sales by the end of 2026. We invest so much in advertising, and being present on sales channels consumers know and trust is essential for our business.
For top marketplaces, as everything is managed through Mirakl, it's easy for them to onboard new brands and sync products. It really supports the entire seller community. As we expand to additional marketplaces, I think there's tremendous opportunity for continued growth.
The evolution of a multichannel marketplace strategy
Mint & Lily's journey demonstrates how direct-to-consumer brands can successfully expand into marketplaces by partnering with the right technology and people.
By maintaining their focus on personalization, quality and value — while leveraging marketplace infrastructure —, they're bringing meaningful, personalized jewelry to customers in the channels where they prefer to shop.
As the jewelry marketplace landscape continues to evolve, Mint & Lily's story offers valuable insights for D2C brands looking to diversify their channels while staying true to the values that made them successful.
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