LAVINGIA · JEWELLERY
Social Media & Content Strategy
Developing social channels that helped customers discover jewellery, browse further and enquire.Developing social channels that helped customers discover jewellery, browse further and enquire.
ROLE
Social media management, content strategy, creative direction, photography, video production and customer messaging
CHALLENGE
Help customers understand and compare the jewellery online, then continue towards an enquiry or store visit
CHANNELS
Instagram and Facebook
01 · SUMMARY
Project overview
Lavingia had an established reputation through its physical stores, but its social media presence did not reflect the quality of the jewellery or the customer experience.
I developed the content strategy and managed the accounts, from planning and publishing to photography, retouching and video production. The aim was to give customers useful reasons to visit the channels, explore the products and enquire.
As the website became part of the buying journey, I initially handled DM enquiries to refine customer messaging and understand what people needed before continuing through WhatsApp or visiting a store.
RESULT
The accounts gained a structured content strategy and consistent product presentation. DM enquiries increased, and the owner reported a 27% increase in deals closed through WhatsApp, based on their sales records.
02 · CONTEXT
Give customers more information before they enquire
The feed relied on product uploads with inconsistent lighting, styling and image quality. Customers could see individual pieces, but had little information about materials, craftsmanship, styling or availability.
Customers often expressed uncertainty about how the jewellery would look on them. Product photographs showed the piece itself, but did not always help them judge its scale or appearance when worn.
The priority was to make the channels useful for browsing and comparison, with clear routes to the website, product enquiries and store visits.
Existing homepage, showing service categories and competing calls to action.
03 · ROLE
My role
01
Social media management and content strategy
Managed the accounts, set channel priorities and planned and published content across Instagram and Facebook.
02
Creative direction and content production
Set the visual direction, photographed and retouched the jewellery, and produced video content.
03
Copywriting and customer messaging
Developed product captions and enquiry messaging, using customer questions to guide the information provided.
04
Customer journey and conversion
Connected social content with website browsing, WhatsApp enquiries and store visits.
04 · APPROACH
Content and channel decisions
Prioritise Instagram
Instagram already had the strongest audience response, so I made it the main channel for product discovery. Facebook remained active as a secondary platform, using the same photography and content.
Develop a content bank around customer interests
I created and continuously updated a bank of more than 70 content ideas to support daily planning. It covered lifestyle, craftsmanship and local context, with photography and reel concepts for each.
Lifestyle content explored how the jewellery could be worn across everyday settings and occasions. Craftsmanship ideas covered materials, bespoke work and the making process. Local settings, textiles and celebrations gave the concepts a connection to customers’ lives in Tanzania.
Production notes supported shoot planning, while the bank provided a working resource for daily publishing.
Show the jewellery clearly and when worn
Product photography used consistent lighting, angles and editing, with close-up images showing gemstone and metal details.
In response to customers’ uncertainty about how pieces would look on them, I introduced model photography. This gave them a reference for scale and styling before coming into the store to try the jewellery.
Adjust content based on customer response
Model photography generated more product enquiries than standalone product shots, which informed the photography mix.
Certain pieces also attracted repeated questions about price, materials and availability. I added more product information to captions so customers could assess a piece before contacting us.
Develop customer enquiry messaging
As we started using the website in the customer journey, I initially handled DM enquiries myself to refine the replies and guide customers towards the next step.
The conversations covered bridal jewellery, matching pieces, custom designs, M-Pesa payments and delivery. Replies and calls to action reflected what the customer needed: further browsing on the website, a WhatsApp enquiry, a store visit or the relevant contact for reservations.
The photography and content were also used across Facebook, WhatsApp, the website and campaign materials, keeping product presentation consistent across customer touchpoints.
05 · RESULTS
Product enquiries and sales conversations
The channels became more useful for customers considering a purchase, with enquiries covering specific pieces, styling needs and practical buying questions. Model photography generated more product enquiries than standalone shots, and returning customers commented on the consistency of posting.
During the July–September reporting period:
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51K views across Instagram and Facebook.
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1.4K Instagram link clicks.
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100+ likes on static posts, up from 20–30, with some receiving over 200 likes.
DM enquiries increased and included questions about products, bridal jewellery, custom designs, payment and delivery.
The owner also reported a 27% increase in deals closed through WhatsApp, based on their sales records.
Channel performance from July to September, alongside selected Instagram enquiries about products, custom designs, payment and delivery.