How TraxNYC Hit $100K Per TikTok LIVE Selling Luxury Watches and Jewelry

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TraxNYC has built one of TikTok Shop's most consistent live auction operations, scaling from $30K GMV in their first streams to regularly hitting over $100K per live, all by mastering countdown bidding and $1 auction starts in the fine jewelry and watch category. In this episode, Mickey Julian Bell, COO at TraxNYC, breaks down how his team turned high-value live selling into a repeatable system, and why the live format is uniquely suited for luxury goods that demand trust, visibility, and a personal buying experience.Mickey explains how TraxNYC's approach goes well beyond simply going live. From leveraging TikTok analytics to refine product selection, to building rapport with returning customers who drive 34% of orders at an average order value of $3,500, the team has developed a methodology that treats live selling as both a revenue engine and a relationship-building tool. With plans for exclusive live-only pieces and founder-led product reveals on the horizon, TraxNYC is betting that what worked in the early days of e-commerce will play out again with TikTok LIVE.What You'll Learn in This Episode:Why $1 auction starts consistently outperform higher opening bids for luxury itemsHow TikTok analytics on returning customers and per-product bid data help TraxNYC decide exactly which watches and jewelry to feature each liveWhy fine jewelry and watches require a live-only selling strategyHow building genuine relationships with repeat viewers has turned watchers into word-of-mouth advocatesThe "halo effect" TraxNYC is seeing off-platform