Part of TikTok’s success lies in its ability to facilitate authentic advertising. Viewers, often familiar with the challenges of finding the right jeans, see themselves reflected in the content. “It caught on like wildfire because you see people who look like you trying on the jeans and speaking about the jeans,” she said.

On TikTok, viewers can also see how many pairs of a specific style have been sold—a feature that aids retailers in planning future orders while encouraging consumer purchases. “Other boutique sellers see what has sold for other retailers so they’re like, maybe that’s a style I want to carry in my store,” she said, adding that buyers are beginning to ask for specific styles they saw on TikTok at trade events like Magic in Las Vegas. “It’s been really effective.”

Before TikTok, trade shows were Judy Blue’s main marketing tool. Although the brand does have a direct-to-consumer website, Song emphasizes that their focus is on wholesale customers. “We want them to feel like they can sell styles first. We’re making denim accessible to people who may not have a boutique near them.”

Social media has been pivotal in shaping the brand’s B2B storytelling. Many content creators Judy Blue collaborates with began as staff at trade shows, fostering trust and familiarity with buyers over time. “Some of our content creators attend the shows so it feels really personal to our wholesale clients because they recognize them,” Song said. “Our content creators know jeans. They know how to style them. They live life in them.”

The brand also actively engages content creators from various fields. This year, Judy Blue has focused on teachers who share OOTD videos.

“We’ve found some teachers online, and we’ve sent them a package. It doesn’t matter if they’re an influencer or not, and it’s been cool because it’s our way of saying thank you to them. Teachers want to dress up too and have fun, but also be comfortable. And that’s the whole thing about Judy Blue—you don’t have to sacrifice comfort for style,” she said.

Despite trends suggesting that direct-to-consumer and social commerce can threaten traditional retail, the company believes there’s room for everyone to thrive. By nurturing wholesale relationships at trade shows, empowering retailers to connect with consumers on TikTok and using social media to connect directly with consumers in meaningful and authentic ways, Judy Blue is striking a harmonious balance.

“We’re just really excited and super grateful for our retailers,” Song said. “We want this to be an empowering thing. We trust that you know your customers best and that you’ll find the right audience, and we know denim. We’re glad that TikTok can be a way for people to try our jeans and really become fans of them themselves.”