"The first time we saw the bracelet was when the rest of the world saw it too!" Simone Kendle, CEO of Wove Made Inc., tells PEOPLE of Swift's sweet gift from Kelce
Usually, it takes Wove Made Inc. Jewelers three weeks to make one of its popular custom tennis bracelets, but when Travis Kelce approached the Lancaster, Pennsylvania-based jewelry shop looking for a sweet surprise for girlfriend Taylor Swift, the brand turned around the bespoke design in just three days.
"Since this was for him, we were all hands on deck," Simone Kendle, CEO of Wove Made Inc., a company founded in 2022 by two former Army Rangers, tells PEOPLE.
In our exclusive interview, Kendle shared all about how the collaboration came to be, explaining how the Kanas City Chiefs tight end, 34, initially connected with Wove Made through professional golfer Michelle Wie West, who created a Swift-inspired friendship bracelet collection with the jewelry company in the summer of 2023.
"It’s really a full-circle moment," Kendle says of the partnership with Kelce.
"There was some serious Taylor fever going on at the time with her Eras Tour and Michelle was inspired by the friendship bracelets that were being exchanged at her concerts," Kendle adds about the original collection. "She knew she wanted to do an elevated take on the beaded bracelets we saw people wearing at her concerts."
Kendle says the collaboration began in December when Kelce approached the jewelers and asked them to create a personalized "TNT" bracelet for Swift. (She says he didn't mention where Kelce came up with TNT, but imagines it is paying homage to their relationship.)
Right after creating the first one, he asked for another matching one for him.
"The team’s initial reaction was extreme excitement!" she says. "A lot of us are Swifties (especially since she’s from Pennsylvania, where Wove is based) and the idea of having Taylor wearing one of our pieces was really exciting since we knew that it would bring major exposure to our brand."
She says that Swift's custom tennis bracelet is priced at $6,360 and was meticulously handcrafted using 14K yellow gold. She adds that it includes 4.62ctw of lab-grown diamonds adorned with custom TNT yellow gold "beads." The beads are encrusted with sparkling pave diamonds.
Kendle explains that Kelce's bracelet is made in 14K Yellow Gold and includes 10.12ctw of lab-grown diamonds. While identical in design, it’s simply a much larger-scaled version of Taylor’s, including larger TNT 14K gold and diamond beads.
Ever since Wove Made Inc., which began primarily as a custom engagement ring company, sent Kelce the bracelets, the team excitedly watched Swift at games hoping to spot her wearing the bracelet. Kendle says they tracked all the photos of her that were being released – whether they were of her cheering Travis on at a game or on a night out in New York.
"The first time we saw the bracelet was when the rest of the world saw it too!" she says.
"We had all but given up on ever seeing her spotted in the bracelet until THAT infamous hug," she adds. "As she wrapped her arms around Travis to congratulate him, a member from our team spotted the bracelet peeking out from her sweater and rang the alarm!"
Kendle also posted a video on TikTok where she broke down more information about the ring. Since then it's gone viral with almost 300,000 views.
"The fact he wanted to give her his number on a bracelet and then got her a custom tennis friendship bracelet is iconic," one person comments on the video.
Another TikTok user writes: "I love that he is sentimental like this. She deserves this kind of love ♥️"
In the days since the sighting on Swift, Kendle shares how they've seen a 5,000% increase in their site traffic. Their social media followers more than doubled and they had a jewelry sales increase of 2,461.46%.
"We appreciate the outpouring of support that we’ve received from the community online. People have been so kind and supportive and we’ve seen nothing but positivity that’s come from this moment," Kendle says.
"We have a connection to so many different communities and we’ve really seen people from all over cheering us on," she adds. "It’s been touching to see the impact we’ve had and that our story of a small startup being on the wrist of one of the world’s biggest celebrities is a success story that’s inspired people!"
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