How I Grew My Instagram: Sharing My Journey as a Jewelry Designer

Hi everyone! I’m Nora Sermez, Founder and Artist of the luxury jewelry brand, Nora Sermez, and if you’ve followed my work for a while, you know I’m passionate about designing unique, handcrafted jewelry that tells a story.

My journey on Instagram has been incredible, and I feel so lucky to connect with thousands of people who love and appreciate my art. But as Instagram keeps evolving, so does my approach to sharing my work, connecting with my audience, and growing my brand.

Here’s a little about how I’m growing my presence on Instagram, through videos, Reels, art, and other engaging content. If you’re building your own creative journey, I hope my experience helps you too!

Sharing My Jewelry Up Close with High-Quality Videos: As a jewelry designer, I know the magic of each piece is in the details. I want my followers to experience the shine, the textures, and the intricate design elements in a way that photos can’t always capture. That’s why I’ve been focusing more on videos that really showcase the craftsmanship behind each piece.

For these videos, I make sure to include:

• Close-Ups: Bringing the camera close lets you see every sparkle, cut, and line. It’s as close as I can get to actually putting the jewelry in your hands!

• The Story Behind Each Design: I love sharing the inspiration behind each ring or piece, so you get a sense of the journey from sketch to final product.

• Behind-the-Scenes (BTS): Giving little glimpses into my work process, like sketching or setting stones, shows the heart that goes into my designs and helps me connect with people who value artistry.

• Reels: Bringing My Designs to Life in Bite-Sized Stories Reels have been a game-changer for me! I love that they let me share quick, impactful moments that reach both my loyal followers and new people who may not know about my work yet. Reels are fun to make, and it’s amazing how far they can travel on Instagram.

Some Reel ideas that have really resonated with my audience:

• On-Trend Content: I try to incorporate popular music or fun seasonal themes. Pairing my designs with music that has a feel-good vibe helps the pieces stand out and gives people a reason to share the content.

• POV (Point of View): I love creating “POV” Reels where the viewer feels like they’re trying on a ring themselves. I’ve found that people love imagining themselves wearing these pieces, which is so rewarding for me as a designer.

• Personal Narratives: Talking directly to my followers in a Reel and sharing my own story—whether it’s about my favorite designs or what inspired me to start designing jewelry—has built a stronger, more personal connection with my audience.

• Bringing Art into My Feed for a Unique, Personal Touch: Before I was a jewelry designer, I was an artist, and my creative process still starts with drawing and sketching. I try to incorporate my artwork into my feed to make it a little more personal and to give people a peek into the design process. It’s a great way to share my style and show how my ideas evolve from paper to jewelry.

Some ways I weave art into my posts:

• Sketch-to-Final Product: Showing the transition from an initial drawing to the finished piece gives followers insight into the creative journey and makes the final design feel even more special.

• Illustrative Posts: Sometimes, I’ll post my drawings that complement the jewelry pieces. These artistic elements not only make my feed look cohesive but also let followers see my personal touch in each design.

• Consistent Color Palette: Using a cohesive color scheme in both my art and product photos keeps my feed visually appealing and memorable, which helps make my brand instantly recognizable.

• Engaging Stories to Share My Day-to-Day Life: Stories has become a place where I can share smaller, more personal updates with my followers. It’s like inviting people into my world. Whether it’s daily sketches, answering questions about jewelry care, or sharing snippets from my life as a designer, Stories help me keep that personal connection alive.

Here’s what you might see on my Stories:

• Q&A Sessions: I love doing Q&As about jewelry care, styling tips, or sharing my design process. These sessions let me connect directly with my audience and answer their burning questions.

• Design Previews: I sometimes share sneak peeks of upcoming designs, building anticipation and letting followers feel like insiders.

• Customer Stories: I repost photos and videos from my amazing customers who share themselves wearing my jewelry. It’s such a joy to see my work in real life, and I love celebrating that with my community.

• Celebrating My Customers with User-Generated Content: Seeing my jewelry in the real world brings me so much joy, and sharing customer photos has been an incredible way to show gratitude and build community. I encourage my customers to tag me in their photos, and I try to feature these images in Stories or a dedicated post each month.

How I make the most of user-generated content:

• Monthly Highlights: I love dedicating a post or carousel to customer photos. It feels like a monthly celebration of everyone who supports my work.

• Incentives for Sharing: I sometimes offer a discount code or a shout-out for customers who post high-quality photos wearing my pieces. It’s a way of saying thank you and encouraging more people to share their own style with my designs.

• Collaborating to Reach New Audiences: Collaborations have opened doors to new audiences and allowed me to connect with people who appreciate the same kind of artistry and values. Whether it’s working with influencers or doing co-branded giveaways, partnerships are a great way for me to expand my reach without compromising my brand’s style.

How I approach collaborations and giveaways:

• Influencer Partnerships: I partner with influencers who resonate with my brand and have followers who would appreciate my designs.

• Themed Giveaways: I host giveaways around special occasions, like holidays or engagement season, that give followers something to look forward to and a reason to stay engaged.

• Cross-Brand Collaborations: I also collaborate with other brands that align with my values, allowing us to create a unique experience for our shared audiences.

• Reflecting and Refining My Content To keep growing, I pay close attention to what my followers love and engage with the most. I track metrics like likes, shares, and saves to understand what works and what doesn’t. This way, I can continue delivering content that makes my followers feel connected and inspired.

Some key metrics I keep an eye on:

• Engagement Rates: These tell me which posts are resonating the most, and I can adjust my content based on that. Follower Growth: I measure how well different campaigns or posts attract new followers.

• Story View and Exit Rates: Tracking these metrics helps me understand where viewers lose interest, so I can make my Stories even more engaging.

• Keeping it Real and Personal: I believe people connect most with authenticity. So, I keep my posts honest and true to my journey. Whether it’s sharing challenges or successes, my goal is to make everyone who follows my work feel a part of the journey with me.

Thank you for being here with me and for supporting my creative journey. I hope to keep bringing you more of what you love while sharing the art, beauty, and passion that goes into every piece I make.