Scaled upTikTok
Dr Diamond
What going viral did to them
Scaled up
Opened international shipping, raised production and placed express stock orders; still run from a spare bedroom (Feb 2026).
Latest published report: 17 Feb 2026
Next check-in
2 Nov 2026catch-up check-in (12-week mark passed before launch)⚡ The trigger
Founder gifted her jewellery-cleaning pen to Hailey Bieber in a Sydney restaurant, then posted her own reaction video on TikTok.
🪝 The hook
A chance celebrity moment told from the founder's side: genuine shock, tiny bedroom brand, huge name.
📈 The numbers
- 5.4 million views in four days
- 800 orders from around the world after the clip went out
- Sales up more than 2000% (founder's figure)
Figures come from the sources below and are often the owner's own claims. We don't estimate.
🗓 Check-in schedule
Every entry is checked 2, 6 and 12 weeks after it blew up (from 13 Feb 2026, the blow-up date).
- 2 weeks · 27 Feb 2026 · passed before launch, no It Blew Up check-in
- 6 weeks · 27 Mar 2026 · passed before launch, no It Blew Up check-in
- 12 weeks · 8 May 2026 · passed before launch, no It Blew Up check-in
🔁 Check-in history
From published reports (pre-launch backfill). It Blew Up hasn't run its own check-in on this business yet.
- Week 1 · 17 Feb 2026 · SmartCompany · outcome: Scaled up