Nothing better proves that Icebox has transcended into mainstream pop culture than the jeweler’s partnership with Saks Fifth Avenue the luxury department stores are hosting Icebox boutiques around the country. Since it opened, Icebox has successfully catered to the hip-hop and men’s jewelry niche, which, a decade or so later, is no longer a niche. Natural diamonds are the ultimate luxury item, and according to T-Pain, until you’ve splurged on natural diamonds at Icebox, “I don’t think you really made it as an artist.” Icebox’s videos, which most often feature the rich and famous shopping and making big purchases, get millions of views and can be as promotionally beneficial to the featured artists as they are for Icebox themselves. They’ve racked up almost 400 million YouTube views and well over 106 million TikTok likes-social influence at the level of the world’s largest and most famous jewelry stores-all without paying to boost their content.
Between Instagram, TikTok and YouTube, Icebox has around 12 million followers.
Social media is to thank for the millions of people worldwide who know Icebox despite never having visited Atlanta.
