What is the story behind Taylor Swift’s $13K Eras Tour bracelet purchase? What we know

The supersized Taylor Swift Eras Tour bracelet that was hung outside Caesars Superdome has been sold. The Louisiana Stadium and Exposition District board announced that the gigantic inflatable bracelet was sold for $13,000. The finalization of the sale will be completed on Thursday, June 26, 2025.

According to the meeting agenda, the buyer named Firefly Entertainments Inc. offered $13,000 for the bracelet. Many believed that it was the Look What You Made Me Do singer who bought the bracelet since Firefly caters personal services to Swift and her family.

The Taylor Swift Eras tour bracelet was an idea that Abby Jones, a marketing professional with ASM New Orleans, came up with. After getting the idea approved by Swift's team, she worked with Shawn Kolodny, a Miami-based artist, who designed the giant bracelet.

It measures about seven feet tall and 140 feet across. The bracelet was not only hung at Caesars Superdome stadium, but was also lent to the Lucas Oil Stadium in Indianapolis, in a "trading bracelets" gesture, which was popular among Swifties. The bracelet itself toured four other cities.

The origin of making and exchanging bracelets by Swifties at Taylor Swift's concerts

Making and exchanging bracelets at a Taylor Swift concert is one of the core experiences for Swifties. This practice started around 2022, after Swift released You're On Your Own, Kid from her Midnights album. Fans took the lyrics from the song literally and started making their own friendship bracelets to trade with other concert goers.

The song goes:

"So make the friendship bracelets, take the moment and taste it / You've got no reason to be afraid / You're on your own, kid / Yeah, you can face this / You're on your own, kid / You always have been."

Impact of Taylor Swift's bracelets

With millions of Swifties, the idea of making bracelets every time they attended a TS concert had a huge impact on the arts and crafts industry. During an interview with US Today, John Gehre, the chief merchandising officer of Michaels Stores, said:

"Overall, sales in our jewelry category, including jewelry-making kits, are up more than 40% chainwide since mid-April, when the friendship bracelet-making trend really began to take off."

The bracelet-making trend kicked off the beginning of a tradition where fans in other fandoms, be it sports or music, started following it. It is now a common sight to see fans exchanging bracelets even at sports events.

The sale of the $13K Taylor Swift Eras Tour bracelet will be finalized on June 26, 2025. From its iconic installation outside Caesars Superdome to touring four cities, the Taylor Swift bracelet trend is more than just a decoration or a piece of accessory; it has become a symbol of connection.

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