Why Effy jewelry is Taylor Swift’s (and Travis Kelce’s) good luck charm

Taylor Swift’s always been a little superstitious (see: her saucy “Wood” lyrics), but when your bling seemingly has the power to sway a whole football game, how could you not be?

The music legend’s a fixture at fiancé Travis Kelce’s football games, often clad in the team’s colors — down to her ruby jewelry. And a recent deep dive into Swift’s game-day looks reveals that almost every time she’s worn sparkling styles from New York jeweler Effy in the stands, the Chiefs have won.

For an Oct. 2024 game against the New Orleans Saints, for instance, the “Life of a Showgirl” chart-topper stacked the ruby-and-diamond Chevron Ring with a version of the company’s Contoured Ring. Final score? 13-26, Chiefs.

One month later, Swift wore her Chevron Ring when the Chiefs defeated the Tampa Bay Buccaneers 30-24. And mere days after that, she paired a red houndstooth Versace skirt suit with the two-tone ruby Criss Cross Ring to watch her beau’s team beat the Denver Broncos 16-14.

More recently, Swift mixed her Criss Cross Ring with baubles from Cartier and Tiffany & Co. at an Oct. 2025 Chiefs game against the Detroit Lions — which, yes, Kansas City won 30-17.

The lone time Swift wearing Effy hasn’t yielded a Chiefs victory, in fact, was at the 2025 Super Bowl, where Swift layered two of the brand’s Ruby Royale Rings with one of Effy’s ruby tennis bracelets.

Effy seems to be a good luck charm for the songstress outside of the world of the NFL, too; after sweeping the 2024 Billboard Music Awards with a whopping 10 wins, Swift delivered her virtual acceptance speech wearing the sapphire- and diamond-studded Panther Necklace, a piece that also made a prominent appearance in her “End of an Era” documentary series.

While that style would set you back nearly $13,000 (if it wasn’t sold out, that is), the brand offers plenty of pieces that are a bit more accessibly priced — like the Lab Grown Stud Earrings, which are currently on sale for over 25% off in both 14-karat white and yellow gold.

What’s more, for a limited time, shoppers who purchase a pair of the 3-carat studs will receive a matching 1-carat pair completely free. (With Mother’s Day around the corner, we can’t imagine a better gift.)

Two pairs of timeless studs for the price of one? Talk about polishing up real nice.

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This article was written by Elana Fishman, Page Six’s Style & Shopping Director. A passionate Swiftie and pop culture fanatic, Elana applies her celebrity fashion and beauty expertise to shoppable content for fellow fans as the host of video series including Currently Trending, Style Trial, Heart to Cart and Beauty Scoop — and by tracking down every Taylor Swift-worn style so you can shop it, too. Elana consults celebrity stylists on the latest street style and red carpet trends and predictions, researches which celebrity-backed brands and products are worth it and chats with the stars themselves for beauty and fashion recommendations. Prior to Page Six Style’s inception in 2018, Elana covered celebrity fashion at Vox Media, Lucky, Marie Claire and Teen Vogue.