Brea Fullerton had a new engagement ring, and the only options for keeping it clean were harsh chemical dips, messy soaking jars, or a DIY science experiment in her kitchen. She wanted something that was natural and effective, and she couldn’t find it anywhere.
“We’re so intentional about our skincare, our hair products, our clothing care, but jewelry, something we wear every single day that holds real meaning, gets completely overlooked,” said Fullerton. “It was clear there was a real opportunity to build a brand that made women feel the same way about their jewelry routine as they do about their beauty routine.”
So she built it. Shinery’s hero product is Jewelry Wash, the world’s first hand soap that cleans your jewelry while you wash your hands. No removing your rings, no soaking, no mess. Just lather, rinse, and your jewelry is visibly brighter in seconds. The formula is plant-based and non-toxic, designed so customers can use it on anything they own, every single day, without thinking twice.
We’re so intentional about our skincare, our hair products, our clothing care, but jewelry, something we wear every single day that holds real meaning, gets completely overlooked.
But Fullerton didn’t just want to solve a functional problem. She wanted to build a brand that felt luxurious, not like a cleaning company. “Something beautiful enough to sit on your counter, elevated enough to gift, and so effortless it just becomes part of your life,” she said. “For too long this category has been dominated by ugly packaging, warning labels, and zero thought put into the experience.”
Because Shinery was educating customers on something they didn’t know they needed, telling the full brand story on the product page mattered. A+ Content, which allows sellers to use rich visuals and detailed descriptions to tell their brand story, gave Fullerton the space to show customers the science, the ingredients, and the results in a way a bullet point never could.
Shinery’s gentle, plant-based Jewlery Wash, cleans your jewelry while you wash your hands, and is safe on all metals and gemstones.
Brand Registry, Amazon’s program that helps sellers protect their intellectual property and access enhanced marketing features, protected the brand and ensured customers got the real Shinery experience.
The combination turned Amazon into one of Shinery’s strongest channels. “Customers discover us, try us, and come back for refills and gifts,” said Fullerton. “The reviews have been incredible. Customers love telling their friends about us, and Amazon gives them a way to do that at scale.”
That review volume has also opened doors beyond Amazon stores. “It’s been a powerful validator when I’m meeting with retail buyers,” Fullerton said. “When they see our ratings and review volume, it gives them confidence to bring us into their stores.”
But what means the most to Fullerton isn’t the channel growth or the retail expansion. “What I hear most from customers is that they buy Shinery for themselves and immediately buy it for everyone they know because it is such an experiential product that makes you feel so good,” she said. “It’s become the gift people actually thank you for.”
“When a customer tells me she finally stopped letting her jewelry sit dull in a box because she didn’t know what to do with it, that’s exactly what we’re building for.”