How to Sell Jewellery on Instagram (and Where Your Time Is Actually Best Spent)

You’ve got a beautiful collection, a loyal customer or two, and a dream of growing your brand online.

Instagram probably feels like the obvious place to do it, but is it really where your time is best spent?
Let’s break it all down: strategy, content planning, hashtags, and how Instagram stacks up against TikTok and Pinterest when it comes to actually selling jewellery.

Is Instagram Still Worth It for Jewellery Sellers?

Short answer: yes, but only if you’re using it strategically.

Instagram is still one of the most popular platforms for jewellery sellers, especially those focused on building brand identity, showcasing craftsmanship, and connecting with their audience. But it’s also crowded, fast-paced, and, let’s be honest, increasingly hard to grow without a plan.

Here’s what matters most:

  • ✦ Posting consistently (but with purpose)
  • ✦ Using a content calendar for your jewellery brand’s Instagram
  • ✦ Writing meaningful captions for jewellery brands that reflect your tone
  • ✦ Telling stories, not just showing off products

What to Post as a Jewellery Brand on Social Media

Wondering what to post as a jewellery brand on social media? You’re not alone. Most founders run out of ideas fast.

Here’s a quick content mix that works:

  • Behind the scenes – your process, workspace, materials
  • Styling videos – how to wear it, layer it, gift it
  • Testimonials & UGC – real customers wearing your pieces
  • Jewellery meaning – gemstone symbolism, product story
  • Calls to action – promotions, launches, restocks, waitlists

Tip: Build these into a monthly content calendar so you’re not posting on the fly.

Are Hashtags Still Important?

Yes, but only if they’re relevant.

Hashtags are not dead, but they’re no longer a growth hack. Instead, they work best when they’re:

  • Niche (e.g. #GoldVermeilBracelet instead of #Jewellery)
  • Brand-aligned (e.g. #EcoFriendlyJewellery or #GiftForHer)
  • Specific to shopping behaviours

Looking for the best hashtags for jewellery? Start with:

  • #JewelleryLover
  • #ShopSmallUK
  • #JewelleryGiftIdeas
  • #SterlingSilverJewellery
  • #JewelleryForHer
  • #BohoJewellery (or style-specific tags)

Typical Conversion Rates by Platform (So You Know Where to Focus)

Let’s look at where social traffic actually converts:

PlatformAverage Conversion Rate
Email5–10%
Pinterest1–2%
TikTok Shop1–3%
Instagram0.5–1%

Instagram is great for nurture and brand-building, but don’t expect high conversion from posts alone, it often takes multiple touchpoints (like stories, DMs, and email) to turn a follower into a buyer.

Post Longevity: How Long Does Your Content Last?

If you’re spending hours on content, you need to know how long it actually lives:

PlatformContent Lifespan
PinterestMonths to Years
Google (Blog)Years (if SEO’d well)
YouTubeWeeks to Months, years if still relevant
Instagram Grid24–48 hours
Instagram Stories24 hours
TikTok1–5 days (if it hits the right feed)

→ Translation? Use Instagram for connection, but pair it with longer-life platforms (like Pinterest, Google or email) to build lasting traffic.

So, Where Is the Best Place to Spend Your Time?

If you’re doing it all, you’re probably feeling overwhelmed. Here’s where to focus:

  1. Email Marketing – Highest conversion rate of any platform. Collect emails from day one.
  2. Blog / SEO – For long-term growth and search-based buyers.
  3. Pinterest – Ideal for jewellery discovery, evergreen traffic, and consistent product searches.
  4. Instagram – For storytelling, community and brand-building.
  5. TikTok – Great if you can commit to video and consistency.

If time is tight? Focus on your Blog + Pinterest + Email. That combo builds awareness and converts.

Final Thoughts:

Instagram isn’t dead, but it isn’t everything.
The most successful jewellery brands aren’t just posting, they’re building visibility through multiple channels that work together.

If you need help building a strategy that doesn’t burn you out, check out my:

✦ Mini Visibility Audit – to see where your efforts are leaking
✦ Brand Foundations Package – to get your keywords + tone of voice working for you
✦ Email Support Pass – for expert input when you’re stuck

Ready to stop guessing and start growing?
Build your content with purpose, and watch your brand start to sell.