Columnists

The Ultimate Guide to Growing Your Instagram Account From Scratch

ColumnistsFeb 22, 2023

The Ultimate Guide to Growing Your Instagram Account From Scratch

Instagram is a huge opportunity for jewelry businesses. Don’t miss out because you’re not sure where to start, writes Emmanuel Raheb.

20230222_Smart Age growing Instagram.jpg
Columnist Emmanuel Raheb shares eight tips for growing an Instagram account from the ground up, from optimizing your bio to engaging local influencers and spending money on advertising.
Instagram has been a game changer for the jewelry industry. If you’re not using the popular social media platform to grow your audience and drive new foot traffic into your store, you’re missing out on a huge opportunity.

More than 1.4 billion people use Instagram every day, according to HootSuite, with 35 percent of users expected to purchase a product or service they saw on their feed this year. 

When you do the math, Instagram may have more reach and impact than television, radio, newspapers and magazines combined. Plus, it’s an interactive medium. You can have a direct conversation with your customers. No other advertising channel gives you this level of feedback from your audience. It’s your own private “focus group.”

But simply setting up an Instagram account isn’t enough. You need to have a strategy.

It’s difficult to grow an audience from nothing. So, where do you begin? 

Here are eight powerful ways to jump-start an Instagram account when starting from scratch.

1. Optimize your Instagram bio.
Whenever anyone visits your Instagram profile, the first thing they’re likely to read is your Instagram bio. This is even before viewing your posts. 

People want to get a sense of who you are and what your channel is all about. You only have 150 characters to communicate your message so make every word count. 

Ideally, your Instagram bio should be a short and concise description of you, your jewelry store, what type of jewelry you specialize in and what makes you different. You don’t have much space so it’s best to create a teaser then link it to a landing page on your website where you can explain more.

That’s where you can go into detail about why you’re the perfect place to buy an engagement ring or other jewelry to celebrate a special moment.

2. Geo-tag every post.
Geo-tagging lets everyone know the location where a post was made. The purpose of a geo-tag is to make it easy for people searching within a particular region to find  hyper-local posts.

You can include the name of your city or town, or pinpoint your particular location. It takes just a few extra moments to do this, but most jewelers don’t. You can even ask your customers to post pictures and video from your store and get them to geo-tag the location.

This strategy can be extremely effective with the launch of a new collection or to create buzz. The Instagram algorithms love it. For something relatively simple, it’s extremely powerful.

3. Have a regular posting schedule.
Instagram rewards profiles that post regularly. At a minimum, especially when your channel has less than a thousand followers, you should be posting at least once a day. This includes both regular image posts as well as Instagram Stories and Reels. 

Once you become larger, you can scale back your posting schedule, but keep a consistent schedule of at least every other day. 

The Instagram algorithm only has so much “reach,” meaning eyeballs to serve content to within someone’s feed. This means that they tend to favor smaller accounts over much larger accounts. They want new profiles to gain traction and users to stick with the site. 

When you’re just starting on Instagram, you have a short window of opportunity to gain momentum.  Use it wisely and post every day, not once a week.

4. Use interactive stickers on Instagram Stories.
One strategy we’ve found works well is to use Instagram’s interactive stickers on Stories. They’re fun and engaging, and people seem to love them. (If you’ve ever seen a poll or quiz, then you’ve seen an interactive sticker.)  

Instagram rolled out stickers as a way for users to engage with their audience.  

Be creative and think about how you could use this feature. What would you like to ask your audience? What one piece of feedback would you want from customers if you knew it could grow your business? Use interactive stickers and uncover what your followers really think.

 Related stories will be right here … 

5. Add product tags to every item.
Product tags are a way for your customers to learn more about, and even purchase, a particular item directly through Instagram. 

When you add a product tag to an engagement ring or jewelry featured in a post, your followers can tap to see the price and other information, then proceed to checkout and purchase the item, all without leaving the app. 

Product tags give you a way to make direct sales through a channel other than your jewelry store’s website.

6. Use Instagram Reels for collaborations.
Instagram Reels and video content have been hot ever since they were released on the platform a few years ago. With the growing rise of TikTok, there’s also been some changes to the Instagram algorithm and how Instagram pushes and promotes this type of content. Video is becoming more and more popular and your followers expect it.

One way to leverage the power of video, especially if you’re not adept at using it, is to collaborate with another channel. Working with influencers on Instagram is an ideal way to create video content and be seen by a larger audience. They know what works and can help you to grow your own channel. 

When you collaborate, you both share content and audiences, helping to drive new traffic and eyeballs to your content. Some collaborations will be paid while others could be free, depending on the nature of the deal. 

Reach out to influencers you follow and admire to get their rates, especially local influencers who are already well-known in your area. Because they are smaller, typically their rates are a lot less expensive and they are a lot more effective because of their location. You may be surprised just how affordable they can be!

7. Review your account analytics.
To get the most out of Instagram’s analytics, make sure you’re using a business account. Personal Instagram accounts are severely limited as to what they offer. You’ll want to change your account over to business, if you haven’t done so already. 

Go through your account analytics and learn more about your audience and how your Instagram channel is being consumed. Go to your analytics section and discover which content is most popular, how many new followers you’ve gained in the last week, how many people you’ve reached, the percentage of interaction on your posts, how your Stories and Reels are performing, and much more. 

Instagram gives you a wealth of insight for free. Everything is designed to help your posts perform better and for you to become more successful on the channel.

8. Use the power of Instagram advertising.
As your Instagram channel grows, posting is not enough. Eventually, the algorithms will change and it becomes more difficult to get people to see your content. It gets very competitive as Instagram has to prioritize and choose which content to show a user in their personal feed. There is only so much space available for them to fill.

One way to overcome this and to guarantee that your posts are seen is to advertise. Promote your most important posts to ensure your audience sees your message. 

Run Instagram ads either in combination with Facebook or on their own. Set a budget for every post and give each one a little boost to help them gain an edge in the algorithm.  

One little secret is if you invest just a small amount of money in advertising, Instagram rewards you even more. They want to entice you to spend more money with them and the only way to do that is if you see results. By you committing to advertise, Instagram commits to you.


In summary, if Instagram is so successful then, one might wonder, why don’t more jewelers use it? 

Part of the reason could be because it’s hard to get started when you’re at zero and you see other Instagram accounts with thousands, or even millions, of followers. Many people don’t know where to start and become discouraged and overwhelmed quickly.  

Always remember every successful jeweler on Instagram started with just one follower and because they kept at it and didn’t give up, they were able to grow their audience to what they have today.

There’s an old Chinese proverb that says the best time to plant a tree was yesterday and the second-best time to plant a tree is today. 

Start where you stand and let’s grow your jewelry business together on Instagram.
Emmanuel Rahebis the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner.

The Latest

Stock image of handcuffs
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry Heist

The heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.

Marie-Thérèse Pink diamond and Blue Belle sapphire necklace
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’s

The 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week. 

Caryl Capeci Starboard Cruises
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry Shopping

The Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Gresham grasshopper ring
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56K

The historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.

Weekly QuizJun 12, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Kirk Kara fine jewelry
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New Jewels

To mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.

Gemfields 36 Carat Ruby
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough Ruby

The gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Alex Brown
TechnologyJun 18, 2025
Alex Brown Named President of Smithee Group

Founder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.

Jade Ruzzo Gloria Collar
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1

Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.

Selection of jewelry from Sotheby’s New York High Jewelry sale
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry Sale

The top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.

Amanda Gizzi, Jewelers of America’s SVP of corporate affairs
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JA

Gizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.

Kering CEO Luca de Meo
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEO

Luca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.

Botswana Minster of Minerals and Energy Bogolo Joy Kenewendo
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las Vegas

Following visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.

Greenwich Street Jewelers Your Love Has the Perfect Ring Campaign
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ Couples

The “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.

Ivette Nersesyan-Stephanopoulos
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.

The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.

New York Liberty Nyara Sabally Catbird campaign
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand Ambassador

The New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.

Robinson Pelham Fruits of Love Pear Earrings
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear Earrings

Take a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.

Three diamonds with diagrams
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education Conference

The one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.

Ella Sophie
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella Sophie

The California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.

A pink gold Patek Philippe perpetual calendar chronograph Ref. 2499
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s

Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.

Gabriel Love Foundation Logo
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias Gabriel

The foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.

Celine Assimon
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins Bonhams

Assimon is the auction house’s new chief commercial officer.

De Beers CEO Al Cook speaking at JCK Las Vegas 2025
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and Tariffs

The De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”

Pandora Las Vegas ribbon cutting ceremony
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American Flagship

The Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.

Tiffany Stevens
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board Leader

Industry veteran Anoop Mehta is the new chairman and independent director of the IGI board.

Lee Min Seo and Ianyan Jewelry
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused Award

The winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy