LAVINGIA
Social Media Strategy +
Content Production
Project Intro
Lavingia Jewels already had a strong reputation offline, but the social media presence did not reflect the quality of the brand or products.
This project focused on rebuilding how the brand showed up across Instagram and Facebook. Instagram became the main priority because engagement was already stronger there, while Facebook remained active as a secondary platform for visibility and consistency.
The goal was to make the products look more credible online and give customers an easier way to browse and enquire. Jewellery customers rarely purchased immediately online. Most wanted to browse first, compare pieces, ask questions, and then continue through WhatsApp, calls, or store visits.
The content and website were built around that behaviour instead of trying to force immediate online purchases.
Context + Problem
The social pages felt inconsistent. Product photos varied in quality, lighting, and styling, and the content did not match the premium experience customers got in store.
Most posts were simple product uploads with very little context around the jewellery itself. The pages showed the products, but they did not help customers understand the craftsmanship, compare pieces, or feel confident enough to enquire further.
As the business expanded its digital presence, that gap became more noticeable. Customers were discovering the brand online first, but the social experience was not giving them enough reason to continue exploring the products or contact the business directly.
My Role
-
Content Strategy
-
Creative Direction for Product Photography + Lifestyle Content
-
Instagram + Facebook Content Planning
-
Caption Writing + Messaging
-
Enquiry Flow Planning
Approach
We focused first on Instagram because that was where the audience was already more active. Facebook stayed consistent, but it was not treated as the primary growth channel.
The first step was moving away from random product posting and creating a more consistent content structure. The feed combined product showcases, close-up jewellery details, styling content, craftsmanship-focused posts, and content built around common customer questions.
Alongside product photography, I also created lifestyle-focused image and video content showing how the jewellery looked when worn in different settings. This helped customers picture the pieces more naturally instead of only seeing isolated product shots against plain backgrounds.
The goal was not to hard-sell through social media. The content needed to build familiarity with the products and make people interested enough to visit the website or contact the business directly.
I also led a photography overhaul to create a stronger visual standard across the brand. The same content was later used across Instagram, Facebook, WhatsApp selling, the website, and future campaign material.
Captions were rewritten to support product discovery and encourage deeper product exploration. Instead of short descriptions, the messaging gave more context around the jewellery, styling, and craftsmanship while guiding customers toward the website for more detailed product information.
The website worked more like a digital showroom than a traditional ecommerce store. Customers could compare jewellery variations, review sizing and specifications, check availability, explore different metals, and enquire about bespoke pieces before contacting the business through WhatsApp, calls, or store visits.
Results
Social media became more than a place to upload products.
The products were presented more consistently across social channels, making the brand feel more polished and easier to browse online.
-
Reels consistently reached 10,000+ views
-
Static posts grew from around 20–30 likes to 100+, with some reaching 200+
-
DMs increased from little activity to regular product enquiries
-
WhatsApp deal closes increased by 27%
-
The business also saw stronger store footfall as the brand’s online presence and awareness grew
The biggest shift was how customers started using the channels. People were browsing products through Instagram and the website, then continuing into WhatsApp conversations, calls, and store visits to ask about availability, customisation, and specific pieces.
By the time the website launched, the audience was already familiar with the products and more comfortable contacting the business directly.
