Taylor Swift attended the AFC Championship game at the end of January.
While there, she sported a Travis Kelce-inspired ring from a small Kansas City boutique.
The shop owner said business is booming so much that she bought tickets to attend the Super Bowl.
Taylor Swift just wore a ring you designed. What do you do next?
You go to the Super Bowl.
That's what Emily Bordner, the owner of the Kansas City boutique EB and Co., will be doing this weekend to celebrate her business's recent success thanks to the superstar.
On January 28, Swift attended the AFC Championship game in Baltimore to support her boyfriend, NFL star Travis Kelce. While there, she wore a $14 EB and Co. ring shaped like his jersey and emblazoned with his number, 87.
Since that game, sales and business have been through the roof, according to Bordner.
"I bought tickets to the Super Bowl," Bordner told Business Insider. "I was like, 'This is a once-in-a-lifetime opportunity. I can never rationalize this again.' So my husband and I are going on Sunday, and we're really excited."
EB and Co. has sold trendy accessories to Kansas City shoppers for 11 years.
But in 2023, the brand made its way to the NFL when Bordner heard that Donna Kelce, the mother of Travis and Jason Kelce, wanted to buy earrings from the shop.
Bordner said EB and Co. gifted Donna Kelce various jewelry, which the football mom has worn to games ever since. She's also seemingly shared at least one of her pieces with Swift.
"My theory is that Donna gifted it to her, and that's how the ring ended up on her finger," Bordner said. "And what's really cool is that Donna was wearing our Kelce jersey hoops, and Taylor was, of course, wearing the jersey ring. So it's a pretty cute moment to be a part of."
It's also an unexpected experience for Bordner — EB and Co. had only released the ring five months prior.
"This is an original design of mine," she said. "We just launched it in August, and in its first season, it got on Taylor Swift's finger, which is just bananas."
Bordner said she had just gotten her baby settled into bed and was about to watch the game with her husband when texts and tagged social-media posts alerting her to Swift's accessory choice flooded her accounts.
A surplus of online orders followed quickly after.
"Those Swifties are serious," Bordner said. "We sold out immediately and then turned on the preorder, and we've just been selling them left and right ever since."
She estimated that the shop is close to selling about 1,300 rings — the 100 that EB and Co. had in the shop the night of the game and 1,200 that it listed for preorder.
EB and Co. received so many orders of rings and other items — about 2,500 when speaking with BI on Monday — Bordner closed her shop for half a day to catch up.
To notify customers, she posted a sign on the shop's door that read, "We are closed today due to Taylor Swift."
"It was our best day, our best week, our best month ever," Bordner said. "My life has changed, and I know that my business has fundamentally changed."
"But that's all I know so far. Check back in a couple of months. I've just been so busy getting those orders out the door," she added with a laugh.
Read the original article on Business Insider