Mero Jewellery

Mero Jewellery, run by an independent jewelry expert, launched in 2019 with a unique angle: consumer protection. Rather than selling jewelry, the channel focuses on educating consumers about how to identify quality pieces, spot fake diamonds, understand certifications, and avoid common jewelry scams. This consumer-advocate positioning created intense loyalty. Videos exposing fake jewelry sold at major retailers, tutorials on using diamond testers, and guides to reading GIA certificates filled a gap in the market. Viewers trusted Mero because the content wasn't pushing sales - it was genuinely helping people make informed decisions. The channel's success led to affiliate partnerships with jewelry tools and testing equipment, consulting revenue from jewelers wanting to improve quality, and eventually a small line of certified jewelry. The education-first model built an audience that actively seeks purchasing recommendations.