ColumnistsDec 09, 2025
Holiday Sales Happen in December, Most Decisions Don’tColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and Engagement
Here are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com or Jen@JenCullenWilliams.com.
Social media algorithms appear to be rewarding “reveals” more than ever as audiences crave emotional connection and genuinely delightful surprises.
Most jewelers incorporate reveals in typical unboxing videos or the unwrapping of beautifully branded gift boxes.
Rather than relying on these familiar formats, jewelry retailers and brands should use reveals as opportunities to tell compelling stories.
The longer a viewer engages with your content, the more the algorithm will boost your post, making powerful, creative reveals terrific tools to drive likes, comments, shares, and saves.
Here are some strategic approaches to create Instagram Reels, as well as content for YouTube and TikTok, that are memorable and shareable.
The “Making Of” Reveal
As social media becomes more polished and highly curated, consumers are craving authenticity. Highlighting the craftsmanship behind fine jewelry is a great way to add value and build trust with your audience.
Severine Ferrari, CEO and founder of Engagement 101, offers this approach for jewelers who make or sell engagement rings.
“Show the heirloom ring or basic design before it is revamped or customized or show the shank with the loose center stone or the wax or sketch and then finally, reveal the finished design,” Ferrari said.
“The Reel or carousel should show the before and after and the upgrading of the setting or the step-by-step process of making the ring, with the ultimate reveal being the final ring.”
Another way to highlight behind-the-scenes workmanship is to post a time-lapse video with clips of stone setting, wax carving, engraving, casting, and polishing, with only fleeting hints of the final design.
Allow the audience to imagine what the jewelry might become. Only at the end should the complete piece be revealed.
Ferrari also emphasizes being cognizant about the length of the post, noting, “Teasing is part of the fun, but if it goes on too long, the viewer will scroll to the next post before the reveal.”
The Contextual Reveal
Fine jewelry can transform a look dramatically in different environments.
Film or photograph the piece initially in the abstract featuring close-up textures, such as the finish on the gold or the facets of the gemstones. Allow viewers to see hints of beauty but not the entire piece.
Then, zoom out or swipe to reveal the full design at the end of the carousel.
Another idea is to build a carousel switching scenes to show the jewelry catching the light as it’s worn in different real-life settings.
Show drop earrings sparkling in the spotlight at an evening event, then catching the sunlight in a casual café moment, or swishing in a candid in-motion travel photo, with the final slide showing the complete design.
The contrast between the abstract images or lifestyle moments and the final product shot creates a striking narrative.
The Story Reveal
Reveal the person, not just the product.
Try a short, cinematic narrative, like a bride preparing for her wedding day, a young professional preparing for her big interview, or a couple commissioning a custom piece.
The jewelry should be a pivotal plot point that creates an emotional climax. Maybe the young professional feels insecure until she adds her jewelry, and then we see her confidence beam.
This transforms the reveal from a product moment into a storytelling moment that deepens brand attachment.
Related stories will be right here …
Most jewelers incorporate reveals in typical unboxing videos or the unwrapping of beautifully branded gift boxes.
Rather than relying on these familiar formats, jewelry retailers and brands should use reveals as opportunities to tell compelling stories.
The longer a viewer engages with your content, the more the algorithm will boost your post, making powerful, creative reveals terrific tools to drive likes, comments, shares, and saves.
Here are some strategic approaches to create Instagram Reels, as well as content for YouTube and TikTok, that are memorable and shareable.
The “Making Of” Reveal
As social media becomes more polished and highly curated, consumers are craving authenticity. Highlighting the craftsmanship behind fine jewelry is a great way to add value and build trust with your audience.
Severine Ferrari, CEO and founder of Engagement 101, offers this approach for jewelers who make or sell engagement rings.
“Show the heirloom ring or basic design before it is revamped or customized or show the shank with the loose center stone or the wax or sketch and then finally, reveal the finished design,” Ferrari said.
“The Reel or carousel should show the before and after and the upgrading of the setting or the step-by-step process of making the ring, with the ultimate reveal being the final ring.”
Another way to highlight behind-the-scenes workmanship is to post a time-lapse video with clips of stone setting, wax carving, engraving, casting, and polishing, with only fleeting hints of the final design.
Allow the audience to imagine what the jewelry might become. Only at the end should the complete piece be revealed.
Ferrari also emphasizes being cognizant about the length of the post, noting, “Teasing is part of the fun, but if it goes on too long, the viewer will scroll to the next post before the reveal.”
The Contextual Reveal
Fine jewelry can transform a look dramatically in different environments.
Film or photograph the piece initially in the abstract featuring close-up textures, such as the finish on the gold or the facets of the gemstones. Allow viewers to see hints of beauty but not the entire piece.
Then, zoom out or swipe to reveal the full design at the end of the carousel.
Another idea is to build a carousel switching scenes to show the jewelry catching the light as it’s worn in different real-life settings.
Show drop earrings sparkling in the spotlight at an evening event, then catching the sunlight in a casual café moment, or swishing in a candid in-motion travel photo, with the final slide showing the complete design.
The contrast between the abstract images or lifestyle moments and the final product shot creates a striking narrative.
The Story Reveal
Reveal the person, not just the product.
Try a short, cinematic narrative, like a bride preparing for her wedding day, a young professional preparing for her big interview, or a couple commissioning a custom piece.
The jewelry should be a pivotal plot point that creates an emotional climax. Maybe the young professional feels insecure until she adds her jewelry, and then we see her confidence beam.
This transforms the reveal from a product moment into a storytelling moment that deepens brand attachment.
The Dramatic Reveal
Drama is exciting for consumers scrolling on social media.
The conventional slow opening of a tray in a jeweler’s trunk to reveal a variety of ring or bracelet designs has proven effective for some brands.
For a fresh take, try obscuring the jewelry somehow, perhaps with a dark shadow, a chamois cloth, or luxury scarf, and let it slowly move across the screen to reveal the design underneath.
Or set up the expectation of one piece being revealed and instead reveal a variety of new styles. It’s the visual equivalent of surpassing expectations.
The Community Reveal
Instead of instant gratification, build a slow reveal over time.
Invite your audience into the design process. Share three sketches or gemstone options and let followers vote on which direction they want the final piece to take.
Reveal the winning design in a later post, crediting the community’s choices.
This turns the reveal into a collaborative event that builds engagement and emotional investment.
The Sensory Reveal
Jewelry marketing is usually visual but reveals can engage other senses too.
Use ASMR-style sound design like soft tools tapping, metal brushing, lapidary wheels whirring, and stones clinking to create anticipation before unveiling the final piece.
This sensory storytelling is mesmerizing and highly shareable, especially on platforms like TikTok, Instagram Reels, and YouTube.
Ferrari also shared some helpful technical video tips that she has learned, especially as she created her all-video 20th anniversary issue of Engagement 101.
“When shooting or filming, make sure you have a good backdrop. You might want something that is pretty or something that is consistent with your social media branding. Also, try different transitions. When editing, you will want options.”
Embracing more creative reveals that prioritize emotion, craftsmanship, and narrative depth, jewelers can transform familiar content formats into powerful brand assets.
The best reveals today don’t simply show jewelry—they create wonder around it.
Editors' Picks
Sponsored by
More on Columnists
The Latest
Lab-GrownNov 10, 2026
GIA Examines Pink Lab-Grown Diamond Made to Look NaturalThe 6-carat CVD-grown pink diamond was “deliberately modified” to mimic the appearance of a natural rough diamond, the lab said.
SourcingNov 10, 2026
Botswana in Line to Take Controlling Stake in De Beers, President Says If the Global Diamond Consortium emerges as the top bidder for De Beers, Botswana’s stake will double to 30 percent, Duma Boko said Monday.
Events & AwardsNov 09, 2026
Here Are the 2027 Gem Award NomineesThese nine individuals and brands are up for a Gem Award in the Jewelry Design, Media Excellence, and Retail Innovation categories.
Brought to you by
DSF Antique Jewelry: Fine Jewelry, Signed Designers, and a World of Rare DiscoveriesWith over 50 years experience in the trade, DSF Antique Jewelry offers quality, craftsmanship, condition, and remarkable variety.
CrimeNov 09, 2026
Jeweler Pistol-Whipped, $900K in Jewelry Stolen During Home Invasion The incident, which happened in Miami-Dade County, serves as a reminder to jewelers of the dangers of selling and storing jewelry at home.
Weekly QuizNov 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingNov 09, 2026
GIA Acquires Thousands of Gem Specimens With ‘Extraordinary’ InclusionsGIA Analytical Microscopist John Koivula curated the collection of 2,665 crystals, gems, and minerals over a 60-year span.
CollectionsNov 09, 2026
Bibi van der Velden’s Alligators Become High JewelryThe “Eclipse” collection, the brand’s first high jewelry line, centers its alligator motif in diamond and spinel jewels.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
TrendsNov 06, 2026
Pat Pruitt’s DragonFly Earrings Take Flight on Election NightGroundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.
MajorsNov 06, 2026
SNL’s Colin Jost Finds the Perfect Gift in Kay Jewelers’ Holiday AdJost goes on an epic journey, traversing rough seas and encountering a cyclops, to discover the perfect holiday gift.
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
SurveysNov 05, 2026
What Retailers Should Know About Holiday Shoppers This YearFrom shrinking budgets to AI elves, here are five takeaways from holiday reports by Bain, Adobe, Mastercard, NRF, and insights from YouGov.
CollectionsNov 05, 2026
Judi Powers, Russell Jones Unleash Joy With New CollaborationThe designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
MajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
Events & AwardsNov 04, 2026
NYC Jewelry Week 2026 Is the Largest Edition YetThe citywide celebration, slated for Nov. 16-22, is set to host more than 175 events, including live jewelry-making demos.
MajorsNov 04, 2026
Bergdorf Goodman Names New PresidentLanessa Elrod, former president and CEO of Louis Vuitton Americas, has stepped into the role as the retailer celebrates 125 years.
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
