With the Black Friday and Cyber Monday (BFCM) long weekend fast approaching, the founders of Brisbane bridal jewellery brand TMC Fine Jewellers are planning to use this period as a strategic growth lever – not a panic sale.
TMC Fine Jewellers, which was previously known as The Moissanite Company, was founded in 2020 by Makayla and Tom Donovan, who were inspired by the journey of designing Makayla’s own dream ring.
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The brand, which is also a finalist in the Retailer of the Year category for the 2025 Smart50 Awards, has grown from $1 million in revenue in 2020 and is forecasting $20 million in annual revenue in 2025.
For TMC Fine Jewellers, its typical weekly revenue is $200,000 to $400,000. But last year, that number reached $2.6 million during BFCM, with approximately 1,200 customers purchasing during the sale week in 2024.
Speaking with SmartCompany, Makayla Donovan confirmed the target for TMC Fine Jewellers for BFCM this year is over $3.75 million, supported by expanded showrooms and stronger digital infrastructure.
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“Our once-a-year event isn’t about clearing stock – it’s about creating accessibility,” she explains.
“We plan the campaign six to eight months in advance, with pricing, forecasting and production carefully aligned.”
“By positioning BFCM as a strategic brand moment rather than a reactive sale, we maintain trust, consistency, and the integrity of our craftsmanship, all while driving significant revenue uplift.”
Donovan says BFCM is pivotal, but not because it’s about discounts. Rather, it’s about momentum.
“It’s an opportunity to engage high-intent customers, strengthen loyalty and carry that energy into the new year,” she says.
BFCM sale a “once-a-year event” for TMC Fine Jewellers
TMC Fine Jewellers has a team of 40 employees across its Brisbane, Sydney, and soon-to-be-open Melbourne showrooms, with all pieces handcrafted in its Australian workshops.
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Donovan says the brand’s success during BFCM is the result of precision planning and a brand-first approach.
“We don’t rely on regular discounts year-round or high-pressure tactics; instead, we treat our once-a-year event as a celebration of the couples we craft for and what they deserve,” she says.
This year, the brand’s focus for BFCM is on refinement, not reinvention, with TMC Fine Jewellers aiming to optimise each stage of the customer journey, from education, consultations and expanding crafting capacity.
Donovan added the once-a-year sale presents not only an opportunity for customers, but for TMC as a brand too.
“What we make over the sale period gets reinvested back straight into TMC, allowing us to further trailblaze, give back through our philanthropic initiatives, and of course expand the brand with new showroom opportunities, product or more new amazing team members,” she says.
The brand’s most beloved design is The Amira Ring, its signature oval solitaire with marquise accents. Since launching, TMC Fine Jewellers has crafted thousands of Amira Rings, all of which are one-of-a-kind down to the stone selected and customisations clients can choose.
When asked what other businesses can learn from their approach to BFCM, Donovan says longevity comes from discipline, not desperation.
“A sale doesn’t have to dilute your brand. It can amplify it, if done properly,” she says.
“We use the event to deepen loyalty, showcase artistry, and invite new customers into our story. Clear boundaries, once a year, no exceptions, elevated presentation, and genuine storytelling have been key to ensuring that the campaign drives growth without eroding brand or product value.”
