Look Book

47 www.thejewelrybook.com "We take a whimsical, fl irty approach to jewelry on Instagram," he says. "It's amaz- ing how many people follow us on a daily basis, and it is mind-boggling to me that more people are not utilizing it." Instagram Tips and Tricks Scrutinize your store's niche and personality to determine what to post on Instagram. This can mean curating photos of jewelry still life, screen grabs of items listed for sale in online stores, lifestyle shots of staffers and clients wearing pieces, and the occasional professional model shot or product image from vendors. Video is also ideal to show different angles of pieces. Jillian Hornik, sales manager at Jae's Jewelers in Coral Gables, Fla., posts at least one a week, such as a silent 15-second spot of a rotating engagement ring. "I get 10 times the views as I do with pictures," she says. Themes can be interesting. For example, "30% Off Thursday" takes place every week for @danieldiamondsco so that Kellie Alkayam of Daniel Diamonds in Evergreen, Colo., can try to move old merchandise. "We leave the discount in effect until it sells," says the manager who took up Instagram posts in earnest after debuting an e-commerce website. Custom work is ideal for sharing. Andrew Schloss loves to show possibilities on Instagram. "We have workshops inside both of our stores, so hand fabrication and the process — torches, saws, hammers — is a natural, exciting, and visceral part of our story," says the creative director and partner of Reinstein/Ross in New York City. Hornik, meanwhile, shares remount before-and-after shots so followers can ponder their own trans- formations. During trade shows seminars, she also shares snapshots of lessons learned. Stanley, too, likes Instagram for education. Some of her visuals feature step-by-step processes, including a mosaic of four images of loose pear-shape emeralds and round diamonds, the front and back of a setting, and a professional photo of assembled earrings. "People feel like they're learning something," she says. Still, every post needn't be about selling jewelry. Stanley offered followers a shot of her new offi ce under construction, and revealed involvement in a local author's festival by post- ing a photo of goody bags she was stuffi ng. "Let people know that every breath you take isn't just about selling them something," she advises. Pitfalls and Opportunities Of course, Instagram has fl aws. Using the platform is not a guarantee for sales, and it is time-consuming to build followers — a common complaint among busy store owners. Instagram's vast numbers of users is as much a blessing as it is a curse. "It's saturated and takes a long time to build a following," remarked Alkayam to the private Facebook group of jewelers. And while you may be tempted to spike numbers of followers by buying some, consider your goals. It's doubtful paid fans will care about your business and products. "We look for meaningful engagement versus quantity," observes Lindsay Daunell, president and co-owner of D&H Jewelers in San Francisco, Calif. Experts advise making posts uncluttered, well lit, on brand, and styled in complemen- tary colors. Post anywhere from four to seven times a week, don't rely on fi lters as folks prefer authentic shots of in-focus jewels, and develop a signature look so that fans can easily identify your feed. To increase engagement, interact often with followers. "There has to be a person behind the account who responds to comments and asks questions to increase interaction," says Trever Bostrom, owner of Bostrom Marketing, whose company manages the Instagram account @haldavisjewelers for Hal Davis Jewelers in Boise, Idaho. And if you are not intimately involved with sales and posts — if you outsource social media management — ask purchasers if they saw pieces on the store's Instagram feed to track your return on investment. Also, don't forget manicured hands for model shots. "People do care about that," observes Alyce Billeter, e-commerce director for Diamonds by Raymond Lee and Raymond Lee Jewelers in Boca Raton, Fla. Skeptics, meanwhile, should know that those seemingly superfi cial 'likes' reveal genuine interest. Once present, connect with admiring fans through comments to stay top of mind. "You can turn that like into a sale," says Stanley. I N S T A G R A M T E C H TA L K We take a whimsical, fl irty approach to jewelry on Instagram. One-of-a-kind mixed stone necklace. One-of-a-kind mixed stone earrings.

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