Jewelry accounts are full of close-up product shots on a gray background, and almost none of them answer the questions a buyer is actually sitting on: is this solid or plated, will it turn my finger green, can it be resized later, and what happens when a claw wears down in eight years.
This is a trade with a real technical vocabulary that almost nobody uses out loud. Karat and fineness, micron thickness, Mohs hardness, cast against fabricated, claw against bezel. Every one of those is a carousel that no competitor is posting, and each one turns a browser into somebody who understands what they are looking at.
The ideas below are built around commissions, materials, occasions and repairs, which is where the money and the anxiety both sit. Each gives you the first slide, the sequence and a caption starter, so the post is finished before you leave the bench.
What actually performs for jewelry businesses
Naming the metal properly. Karat, alloy, plating thickness and what each one looks like after five years of daily wear. It is the question every buyer has and almost no product page answers.
Commission content shown as a process with dates attached. Brief, sketch, wax, cast, set, polish, hand over. It sells a bespoke service to people who assumed bespoke was out of reach.
Repairs. A claw retip, a soldered chain and a rhodium replate are quick to film, and they attract every follower with a broken piece in a drawer, which is most of them.
Honest material comparisons, including the ones that cost you a sale. Telling someone 14k is the harder wearing choice for their job is what makes your 18k recommendation credible.
Occasion timing. Proposals cluster from November to February and anniversaries have fixed dates, so posts about lead times land on people who already have a deadline they have not admitted to yet.
30 Instagram post ideas for jewelry businesses
Every idea below includes the first slide, the full slide sequence, and a caption starter. Swipe each preview to read the slides.
1.14k against 18k, honestly
Educational
First slide
“14k or 18k? The answer depends on your job, not your budget.”
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14k or 18k? The answer depends on your job, not your budget.
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14k is 58.5% gold. 18k is 75%. That is the whole difference.
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More alloy makes 14k harder, so it resists scratching better.
4/6
18k is softer, richer in color, and ages more gracefully.
5/6
14k can tarnish over decades. 18k essentially will not.
6/6
Hands in and out of gloves all day? I would say 14k.
Caption starter
The question I get asked before every commission, answered without pushing you up a price bracket. Tell me what you do with your hands all day and I will tell you which karat I would set for you.
Why it works: Recommending the cheaper metal when it genuinely suits the customer is the fastest way to earn the trust a large purchase requires.
“Gold plated, vermeil, filled, solid. Only one lasts.”
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Gold plated, vermeil, filled, solid. Only one lasts.
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Flash plated: under half a micron. Gone within months of wear.
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Vermeil: silver base, at least 2.5 microns of gold on top.
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Gold filled: a bonded layer, thicker again, years of wear.
5/6
Solid gold: gold all the way through. Nothing to wear off.
6/6
If a listing does not state the micron thickness, ask.
Caption starter
The four words used almost interchangeably online, and the enormous difference between them. Ask any seller for the micron thickness before you buy plated. Comment if you want mine.
Why it works: It gives buyers a specific question to ask every competitor, and the shop that armed them with it becomes the trusted one.
Fingers swell in heat, after salt, and late in the day.
3/6
Measure at the end of the day, at normal room temperature.
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The band must clear the knuckle and not spin below it.
5/6
Paper strips and printed guides are out by a full size regularly.
6/6
Come in for a sizer, or ask me to mail one out free.
Caption starter
Half the resizing work on my bench started with a paper strip and a phone screen. Message me your address and I will mail a free plastic sizer out today.
Why it works: It converts an information post directly into a physical touchpoint, which is the strongest possible lead for a ring sale.
“Two chains, same length, same look. One costs four times more.”
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Two chains, same length, same look. One costs four times more.
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Hollow links are stamped from thin sheet and filled with air.
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Solid links are drawn wire, bent, closed and soldered one by one.
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A hollow chain kinks once and never sits flat again.
5/6
The weight in grams tells you which one you are holding.
6/6
Ask for the gram weight before you compare two prices.
Caption starter
Length and width tell you almost nothing about what a chain is, and weight tells you everything. Ask any seller for the gram weight, me included, and compare that instead of the photograph.
Why it works: It gives buyers one number that separates two listings which look identical, and the shop that taught them the number gets the sale.
Two hours carving the wax. Everything is decided here.
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Casting: the wax burns out, the gold goes in its place.
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Three hours of filing and emery to take out the casting skin.
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Ninety minutes of engraving, then three grades of hand polishing.
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Machines make jewelry faster. They do not make it this way.
Caption starter
Eleven hours, one ring, and a bin full of gold dust that gets refined and used again. Ask me about any stage of it and I will show you the tools.
Why it works: Hours of visible skilled labor is the clearest justification for a bespoke price, and craft footage holds attention longer than product shots.
“Commissioning a ring: the whole process, week by week.”
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Commissioning a ring: the whole process, week by week.
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Week one: the conversation. Budget, stone, hand, lifestyle.
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Week two: sketches or CAD. Nothing is cut until you approve.
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Weeks three to five: wax, casting, and building the setting.
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Week six: stones set, then the first full polish and inspection.
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Weeks seven to eight: final polish and handover. Eight weeks, typically.
Caption starter
Bespoke sounds like a six month, blank check process and it usually is not. Eight weeks and two approval points. Message me a rough budget and I will tell you honestly what is possible.
Why it works: Publishing the timeline removes the two barriers to commissioning, which are fear of the cost and fear of the unknown.
“A lab grown diamond is a diamond. The difference is elsewhere.”
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A lab grown diamond is a diamond. The difference is elsewhere.
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Same carbon structure, same hardness, same fire in the light.
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A jeweler cannot tell by eye. It takes specialized equipment.
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The real difference is price now and resale value later.
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Lab grown prices have fallen fast. Mined stones have not.
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Buying to wear? Lab grown. Buying to pass on? Different question.
Caption starter
No moralizing in either direction, just the two facts that actually change your decision. Tell me your budget and what the ring is for, and I will say which I would set.
Why it works: Taking a neutral line on the industry's most contested question makes you the source people come back to rather than a partisan seller.
Cut is the only C that is human workmanship, not luck.
3/6
A poorly cut stone leaks light and looks dead in any setting.
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Color: one grade down is invisible once it is set in yellow gold.
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Clarity: if you cannot see the inclusion unaided, you are paying for a certificate.
6/6
Carat: half the weight of a stone hides below the setting anyway.
Caption starter
If your budget is fixed, this is where to put it. Cut first, then color, then clarity, then size. Send me your budget and I will show you three stones that prove it.
Why it works: Reallocating a buyer's budget rather than raising it demonstrates that you are advising, which is the whole basis of a bespoke sale.
It came in bent, with a worn shank and one lost stone.
3/6
The brief: two pieces, both wearable, nothing wasted.
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The old gold was refined and used in both new shanks.
5/6
The center stone went to one, the shoulder stones to the other.
6/6
Same metal, same stones, two people who wear them daily.
Caption starter
Remodeling is the best work there is, because the material already means something. If there is a ring in a drawer at home, bring it in and I will tell you what it could become.
Why it works: Heirloom remodeling posts reach the large group of people holding jewelry they love but never wear.
“Three months salary was an advertising slogan, not a rule.”
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Three months salary was an advertising slogan, not a rule.
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It was written by a copywriter to raise average spend. It worked.
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Before that campaign the accepted figure was one month.
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There is no traditional amount. There never was one.
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Set a number you are comfortable with and tell your jeweler.
6/6
A good one will build the best ring inside it, without a flicker.
Caption starter
Nobody should be borrowing against a marketing line from the last century. Tell me your actual budget and I will show you what it buys, with no upselling.
Why it works: Removing the shame around budget makes people willing to start the conversation, and most bespoke sales die before that first message.
“The setting should be chosen by your hands, not your Pinterest board.”
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The setting should be chosen by your hands, not your Pinterest board.
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Claw setting: maximum light, maximum snagging, needs checks.
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Bezel: metal wraps the stone. Nearly indestructible, slightly less sparkle.
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Rub-over and flush: nothing to catch, ideal for nurses and gardeners.
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Tension settings look wonderful and cannot usually be resized.
6/6
Tell me your job and I will tell you the setting.
Caption starter
The most practical decision in the whole ring and it usually gets made last. Comment what you do for work and I will tell you which setting survives it.
Why it works: It converts a browsing decision into a personal consultation in the comments, where the actual sale begins.
“This week: nine chains, four claws, one snapped shank.”
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This week: nine chains, four claws, one snapped shank.
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A soldered chain repair takes about fifteen minutes.
3/6
Retipping a worn claw is the cheapest insurance in jewelry.
4/6
A shank that has worn thin can be replaced, not scrapped.
5/6
Most of this costs less than people fear and takes under a week.
6/6
That broken piece in your drawer is almost certainly fixable.
Caption starter
Everyone has something broken in a drawer at home that they assume is beyond saving. Send me a photo of yours and I will tell you what it needs and what it costs.
Why it works: Repair posts convert a follower's existing possession into a low-risk first transaction with you.
Full eternity rings: stones all the way round, nowhere to cut.
3/6
Tension settings: the tension is the setting. Cut it and it fails.
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Titanium and tungsten: they cannot be soldered at all.
5/6
Deeply carved or engraved bands lose the pattern at the join.
6/6
Everything else: two sizes either way is usually safe.
Caption starter
Worth knowing before you buy, not after. If you are unsure about a ring you already own, send me a photo of it and I will tell you whether it can move.
Why it works: It answers a question people only think to ask too late, which positions you as the jeweler who warned them in advance.
“Green fingers and itching earlobes: it is almost always nickel.”
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Green fingers and itching earlobes: it is almost always nickel.
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Nickel is a common alloy in cheap white metals and clasps.
3/6
Hypoallergenic is a marketing word, not a metal or a standard.
4/6
Genuinely safe options: platinum, palladium, titanium, high carat gold.
5/6
Green marks can also be sweat reacting with copper in the alloy.
6/6
Tell me which pieces react and I will find the pattern.
Caption starter
If you have written off jewelry entirely because everything irritates your skin, this is usually solvable. Comment which metals have reacted and I will tell you what to wear instead.
Why it works: It speaks directly to people who have opted out of the category entirely, an audience no styling post reaches.
“Proposing over Christmas? The deadline is October.”
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Proposing over Christmas? The deadline is October.
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2/6
A commission takes eight weeks from first conversation.
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Engraving and the final polish add another week on top.
4/6
December bench slots are gone by the middle of October, every year.
5/6
Ready-to-wear is faster, but sizing still takes a few days.
6/6
Message me the date you have in mind and I will work back.
Caption starter
Every year I have the same conversation on December 15 with someone who did not know about lead times. Tell me your date now and I will tell you what is still possible.
Why it works: It reaches people who have already privately decided and creates urgency from a real calendar rather than an invented one.
“Ten years married. There is a right answer here.”
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Ten years married. There is a right answer here.
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First anniversary is gold. Not a joke, an actual tradition.
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Fifteen is ruby. Forty is ruby again in some lists.
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Thirty is pearl. Sixty is diamond, and nobody argues with that.
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The tradition is a starting point, not a rule you owe anyone.
6/6
Tell me the year and the budget and I will send three options.
Caption starter
The traditional list is genuinely useful when you have run out of ideas for the tenth year running. Comment the anniversary year and I will send three things within your budget.
Why it works: Anniversaries are fixed dates the buyer cannot postpone, so occasion content converts far above ordinary product posts.
“Six bespoke slots left before Christmas. Here are the dates.”
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Six bespoke slots left before Christmas. Here are the dates.
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Commissions: last brief accepted October 12, no exceptions.
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Remodeling an existing piece: last drop-off October 26.
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Engraving on stock pieces: December 12, while you wait on Saturdays.
5/6
Repairs and replating: December 15 if it is in by the 8th.
6/6
Message me which one and I will hold the slot for 48 hours.
Caption starter
The bench diary, published so nobody has to guess. Six commission slots and then it is closed until January. Message me the piece you have in mind and I will hold a slot.
Why it works: Publishing a genuine capacity limit with dates makes booking feel like securing a place rather than responding to a sale.
“Never put these four stones in an ultrasonic cleaner.”
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Never put these four stones in an ultrasonic cleaner.
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2/6
Emeralds: almost all are oil treated. Ultrasonics strip the oil.
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Opals: water content and softness. They can craze and crack.
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Pearls: the vibration lifts nacre and loosens the drill hole.
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Anything glued rather than set. The bond gives way.
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For everything else: warm water, mild soap, a soft brush.
Caption starter
The home cleaning advice that ends up on my bench as a repair. Soft brush, warm water, no machine. Comment what stone you are trying to clean and I will be specific.
Why it works: Preventing damage costs you a repair and buys the relationship that produces the next commission.
“Sterling silver tarnishes. That is chemistry, not quality.”
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Sterling silver tarnishes. That is chemistry, not quality.
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Sulfur in the air reacts with the copper in the alloy.
3/6
Central heating, wool, rubber bands and eggs all speed it up.
4/6
Fine silver tarnishes less but is too soft for most pieces.
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A cloth takes it off in seconds. So does wearing it daily.
6/6
Storage in a sealed bag does more than any polish will.
Caption starter
Tarnish is the most common reason people stop wearing a piece they like. It takes thirty seconds to reverse. Ask me for the cloth I use and I will tell you exactly which one.
Why it works: It rescues pieces from drawers and returns customers to the habit of wearing, which is what drives the next purchase.
“This ring came back after ten years of daily wear.”
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This ring came back after ten years of daily wear.
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Worn every day, including through two house moves and a garden.
3/6
Two claws worn to half thickness. Caught in time.
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Shank thinned underneath, where every ring wears first.
5/6
Retipped, shank rebuilt, repolished. Under two hundred dollars.
6/6
Every ring I make gets a free check every two years.
Caption starter
Rings wear out from underneath where you never look. A two year check costs nothing and catches this before you lose a stone. Book yours in whenever you are passing.
Why it works: Aftercare content proves the relationship continues past the sale, which is the reassurance a large purchase needs.
“The packaging costs more than most people would guess.”
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The packaging costs more than most people would guess.
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A rigid box, a foam insert cut to the piece, a soft pouch.
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A ring loose in a bag will scratch itself before it arrives.
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The pouch is the part people keep. It lives in a drawer for years.
5/6
No plastic, no glitter, nothing that goes in the trash that week.
6/6
Say it is a gift and the price never goes in the box.
Caption starter
Packaging is the last thing anyone designs and the first thing the person opening it sees. Tell me at checkout that it is a gift and the receipt comes to you instead.
Why it works: Gift buyers worry about how a piece arrives and what it looks like opened, and this is the only post that answers them.
Stop wearing it. A second stone usually follows the first.
3/6
Retrace the day. Check plugholes, car footwells, coat pockets.
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Photograph the empty setting before anyone touches it.
5/6
Call your jeweler first. Often it is a simple reset, not a loss.
6/6
Bring the piece in either way, so the other claws get checked.
Caption starter
Written for the person who has just noticed and is quietly panicking. Stop wearing it, photograph it, and message me. Most of the time it is a smaller job than you think.
Why it works: Being useful at the moment of crisis converts someone else's customer into yours permanently.
“The wedding band has to fit the engagement ring, not the finger.”
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The wedding band has to fit the engagement ring, not the finger.
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A low setting takes a straight band with no gap.
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A raised or claw setting leaves a wedge. That gap catches.
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A shaped or fitted band is cut to follow the ring's outline.
5/6
Different karats wear against each other. 14k will cut into 18k.
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Bring the engagement ring in. Fitting a band from photos rarely works.
Caption starter
The most common thing people get wrong when they buy the band separately. Bring the engagement ring with you, or send me a photo of it side on to start with.
Why it works: It captures a second sale from an existing purchase and gives a concrete reason to visit in person.
“It does not have to be a diamond. It should not be an opal.”
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It does not have to be a diamond. It should not be an opal.
Swipe →
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Hardness is measured on the Mohs scale. Diamond is ten.
3/6
Sapphire and ruby are nine, and they are the same mineral.
4/6
Emerald reads eight but is full of inclusions. It chips.
5/6
Opal is around six. Beautiful, and not for an everyday ring.
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Under seven, keep it for earrings and pendants.
Caption starter
Colored engagement stones are a wonderful idea provided the mineral can take it. Comment the stone you have your heart set on and I will tell you honestly.
Why it works: Steering people away from a sale they would regret protects your reputation and generates comments full of buying intent.
“Saturday morning: bring anything in, I will check it free.”
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Saturday morning: bring anything in, I will check it free.
Swipe →
2/6
Ultrasonic and steam clean, whatever you are wearing, no charge.
3/6
Every claw checked under the loupe while you wait.
4/6
Bought elsewhere? Inherited? Still fine. Bring it in.
5/6
If it needs work I will quote it. There is no obligation.
6/6
10am until 1pm. First come, no appointment needed.
Caption starter
Bring in anything you own, from anywhere, and I will clean and check it for nothing on Saturday morning. Comment if you are coming so I know how busy to expect.
Why it works: A free in-person service brings the exact people who own jewelry into the shop, which is the whole prospect list in one morning.
Three posts a week fits around bench work: one materials or process carousel, one commission or repair from the week, and one occasion or booking post. Film the bench work as you go and write the captions on Friday.
Hashtags for jewelry businesses
Mix these with location tags for your own area. Put them in the first comment so the caption stays readable.