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.


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 shipping containers
Policies & IssuesJul 28, 2025
U.S.-EU Come to Agreement on Tariffs

Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.

Nanis Ipanema Collection Campaign
CollectionsJul 28, 2025
Nanis Brings a New Palette to ‘Ipanema’

A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.

Kevin O’ Leary and George Mayer of The 1916 Company
MajorsJul 28, 2025
The 1916 Company Partners with ‘Shark Tank’ Star’s Watch Insurance Platform

The retailer will refer its customers to WonderCare, founded by venture capitalist and watch collector Kevin O’Leary.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Sissy’s new Little Rock store
IndependentsJul 28, 2025
Sissy’s Log Cabin to Open Flagship in Arkansas

The jeweler’s largest store yet is set to open in Little Rock next fall.

Weekly QuizJul 25, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Jemma Wynne Forme Toggle Necklace
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ Necklace

Anne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”

September Hong Kong jewelry show
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong Show

Jewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.

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.

Bulgari Celestial Mosaic spinel necklace
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’

Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.

Mark and Candy Udell
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime Achievement

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.

De Beers marine mining vessel the SS Nujoma
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2

While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

Francesca Villa Fantasia Collection The Crab Pendant, The Mermaid Pendant, Keep Dancing Seahorse Pendant, Keep Dancing Ladybug Pendant, Secret Dreams Pendant, The Puffer Fish Takes Flight Pendant
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio Characters

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

Breitling’s special Eagles Super Bowl watch on gold bracelet
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

Stock image of crime scene tape
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

Silvia Furmanovich Kasmir Collection Carnelian Bracelet and Sketch
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern India

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.

Bench jeweler holding a bracelet and a tool
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHo

Creative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.

LAFD Fire Station 44 and Fire Station 16
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief

Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.

A Vanitas by Hannah Martin and Guy Berryman Sothebys
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s London

Next week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.

Cover of the book “Flawless: Inside the Largest Diamond Heist in History”
SourcingJul 22, 2025
Antwerp Diamond Heist Documentary Coming to Netflix

“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.

NY Now
Events & AwardsJul 22, 2025
NY Now’s Summer Market Returns in August

The wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.

Jeweler setting a diamond into a ring
MajorsJul 21, 2025
Rio Grande Expands Personalization Offerings

As demand for custom jewelry grows, the company is expanding its services to support retailers.

National Associate of Jewelry Appraisers Logo
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go Virtual

The mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.

Jacquie Aiche graduated turquoise beaded necklace
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors

Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.

24th Gem Awards Show Logo
Events & AwardsJul 21, 2025
Gem Awards Now Accepting Nominations for 2026

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

Lewis Heyman
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement Plans

He retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.

CCWW Designs Multiple Shell Charm Necklace
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm Necklace

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.

The Plumb Club board members
MajorsJul 18, 2025
Plumb Club Elects New Board Members

The organization elected its youngest vice president as it looks to draw in fresh talent.

×

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