CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
TechnologyJun 16, 2020
Creative Connecting: Hashtag Hacks
In their latest column, Jen Cullen Williams and Duvall O’Steen share pro tips for using hashtags on Instagram, TikTok and even Facebook.
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.
We all know that hashtags are searchable tools that help brands and retailers connect with more social media users, potentially growing their audience and their engagement.
But, which hashtags are best? And where and how should they be used most effectively?
If you are looking for some easy ways to boost your social media presence, try a few of these hashtag hacks.
Size Matters
When deciding which hashtags to use, the obvious choice is not always the best option. In fact, it can be a little counterintuitive.
Typically, we tend to think broader hashtags are best because they reach the most users—#diamonds, #pearls, etc.
But social media experts like Janet E. Johnson suggest avoiding the larger hashtags for a couple reasons.
One, your post will most likely get lost in the fray. And two, larger hashtags with more than a million posts could attract bots.
When using hashtags, the primary goal is to attract genuine followers, not robots who will DM you, trying to sell you unwanted products or services.
For an Instagram post, try to find more specific hashtags to target more effectively.
As an example, use #marquisediamond instead of #diamond, or #tahitianpearl instead of #pearl or, better yet, #tahitianpearlearrings.
For IG Stories and TikTok, the opposite is true. To gain the widest audience for your 24-hour Instagram story, feel free to use the broader, less specific hashtags.
“The algorithm for IG stories is slightly different,” according to Johnson, “so using a larger hashtag in a story means more people, including your own followers, are more likely to see the story.”
TikTok is still so new that the larger hashtags allow you to gain more followers more quickly.
Profiling
For Instagram, be sure to include at least one hashtag in your profile bio.
“I recommend adding hashtags to your profile to make it more searchable. It allows people to find you who may be searching your particular relevant hashtags,” says Shayne McCoy, founder of Straight Up Social, a boutique social media and digital marketing agency.
You can also use branded hashtags, like your company name or your advertising tagline. If you put this hashtag in your profile bio, it becomes clickable and users can easily follow it. This helps to build brand recognition and community with your followers.
Strategically, branded hashtags can be used to promote an ad campaign and encourage UGC (user-generated content).
For example, Nike’s #justdoit campaign
But, which hashtags are best? And where and how should they be used most effectively?
If you are looking for some easy ways to boost your social media presence, try a few of these hashtag hacks.
Size Matters
When deciding which hashtags to use, the obvious choice is not always the best option. In fact, it can be a little counterintuitive.
Typically, we tend to think broader hashtags are best because they reach the most users—#diamonds, #pearls, etc.
But social media experts like Janet E. Johnson suggest avoiding the larger hashtags for a couple reasons.
One, your post will most likely get lost in the fray. And two, larger hashtags with more than a million posts could attract bots.
When using hashtags, the primary goal is to attract genuine followers, not robots who will DM you, trying to sell you unwanted products or services.
For an Instagram post, try to find more specific hashtags to target more effectively.
As an example, use #marquisediamond instead of #diamond, or #tahitianpearl instead of #pearl or, better yet, #tahitianpearlearrings.
For IG Stories and TikTok, the opposite is true. To gain the widest audience for your 24-hour Instagram story, feel free to use the broader, less specific hashtags.
“The algorithm for IG stories is slightly different,” according to Johnson, “so using a larger hashtag in a story means more people, including your own followers, are more likely to see the story.”
TikTok is still so new that the larger hashtags allow you to gain more followers more quickly.
Profiling
For Instagram, be sure to include at least one hashtag in your profile bio.
“I recommend adding hashtags to your profile to make it more searchable. It allows people to find you who may be searching your particular relevant hashtags,” says Shayne McCoy, founder of Straight Up Social, a boutique social media and digital marketing agency.
You can also use branded hashtags, like your company name or your advertising tagline. If you put this hashtag in your profile bio, it becomes clickable and users can easily follow it. This helps to build brand recognition and community with your followers.
Strategically, branded hashtags can be used to promote an ad campaign and encourage UGC (user-generated content).
For example, Nike’s #justdoit campaign
Editors' Picks
Sponsored by
has generated over 18 million posts. The hashtag is prominently displayed in Nike's bio on Instagram.
Consider using your company or brand name as a hashtag and put it in your profile bio. Then to stimulate more UGC, you can write posts that encourage people to share their favorite piece using the hashtag.
As an example, this could be a fun way to get your customers to share their engagement stories using your hashtag. Any of their friends who might be getting married could see the post and become new followers and, potentially, new customers.
For TikTok, hashtags can help brand your niche on the platform. For example, if you post mostly jewelry videos, you may want to use #jewelrylover or #jewelryaddict. Sticking to your niche on TikTok will help attract more followers.
Go Incognito
Disguise your hashtags to keep your Instagram feed looking professional.
McCoy suggests “placing your hashtags after your post copy by using dots and line breaks to separate. This way, it doesn’t distract from your message.”
Many people suggest putting your hashtags in the first comment of your Instagram post.
However, according to a massive August 2019 study by Social Insider, accounts with fewer than 5,000 followers saw nearly 37 percent more reach by placing hashtags in the original post.
If you are trying to build your following, we suggest putting the hashtags in the post and disguising them by using those four or five dots with line breaks to move them after the “more” prompt in your feed.
You can copy and paste the text with your line breaks from a Notes app or Word document. To create line breaks in IG, while typing the caption, tap the “123” key and on the keyboard with numbers and symbols, hit the return key.
To disguise hashtags in IG stories, place them behind the image or off to the side or bottom.
For TikTok, it is no problem to show your hashtags, but if you use too many, the text will cover up much of your video.
Also, when building your presence on TikTok, the repetition of hashtags works well to help you build your niche audience.
Real and Relevant
Be sure to keep your hashtags authentic and hyper-relevant for your post.
According to jewelry influencer Tracey Ellison (@thediamondsgirl): “Hashtags are necessary, it’s what gets your posts discovered by people that are not following you! But there is a caveat—they have to be relevant, and meaningful.
“For example, don’t use hashtags like #Cartier or #Bulgari when it’s clearly not a piece from that brand, in an attempt to gain attention. That frustrates people, and they will be less likely to follow you, or to trust you!”
While #diamondjewelry might be relevant to your retail business, if you are posting a pair of gold earrings, there is a disconnect for your followers if you include irrelevant hashtags for that particular post.
Instead, look for relevant holiday memes (#fathersdaygiftideas, #bridalpartygifts, etc.) or use geographic hashtags to build your local customer base. In Stories mode, Instagram offers widgets like “stay home” and “shop local” that help increase the viewership of your stories.
“Keeping it organic and relevant is critical,” says Emmanuel Raheb, founder and CEO of SmartAge Solutions. “We find the best thing to do is look for trending ‘Locally Based’ hashtags, such as a local anthem, theme, sports mantra, etc., but always keeping it relevant to your brand.”
McCoy recommends searching new hashtags with Instagram’s explore feature.
“When you search a hashtag like #pearlearrings, located just above the ‘Top’ and ‘Recent’ tabs, other suggestions will appear like #pearljewelry.”
Ellison of @thediamondsgirl agrees: “My recommendation is to always stay on point, using tags that relate to the post, and don’t be shy to be creative and original. For example, if you are posting emeralds, use a tag like #greenwithenvy.”
Also, social media support services like Later, Agorapulse, Hootsuite and others typically offer helpful hashtag suggestions for business accounts.
Lastly, follow popular jewelry influencers such as @thediamondsgirl, @katerina_perez, @gemgossip and National Jeweler’s very own @ashleylikesgems to see what hashtags they are using.
Quality Over Quantity
There is varying advice among experts regarding how many hashtags to include in a post.
Instagram allows up to 30 hashtags per post and caption character limit of 2,200 including hashtags.
Most social media experts recommend using fewer; however, if you are still building your following, go ahead and use up to 30 hashtags that are real and authentic for your brand, just be sure to go incognito with them (see above).
TikTok limits captions to 100 characters including hashtags.
For more established IG accounts, limit your hashtags to five to 10 per post and focus on quality over quantity. Niche hashtags, meaning targeted and specific hashtags as discussed above, are preferable and can generate more engagement and brand awareness.
The IG Stories button allow you only one hashtag. However, you can use more hashtags if you place them in a text box. Again, just remember to move the text box with hashtags behind the image, or out of view to the side or bottom of the story.
In terms of quality, Raheb advises, “Be mindful of local events, such as the recent Blackout Tuesday campaign. We saw many companies get slammed for misusing or altering the message; sometimes keeping it simple and to the point is key.”
Ellison has another clever idea: “From a personal perspective, I find tags the most effective way to organize my page. This is because I always add a tag that links me to the post, such as #TheDiamondsGirlX(insert jeweler here), and then whenever I want to find posts I’ve done for a particular jeweler, I have them neatly grouped together under one hashtag!
“I do it with places and events too so a single post may have #TheDiamondsGirlXLasVegas and #TheDiamondsGirlXJCK2019. It may seem like overkill, but if anyone looks up #TheDiamondsGirl, you can bet loads of post will come up, and that’s the aim, right?”
On Facebook, hashtags are not as widely used because most profiles are designated private, making it difficult to track success.
Limit your hashtags on Facebook to less than five. You can research relevant hashtags by using the search feature.
Whatever hashtags you decide to use, just be mindful of their size, make sure they are relevant, attempt to hide them in your feed and put at least one in your bio.
And, finally, experiment! With the ever-evolving nature of social media, what works today may not be as relevant a few months from now. Mix it up, track your success and always be authentic.
We want to hear from you! Comment below and share your favorite jewelry hashtags to follow.
Consider using your company or brand name as a hashtag and put it in your profile bio. Then to stimulate more UGC, you can write posts that encourage people to share their favorite piece using the hashtag.
As an example, this could be a fun way to get your customers to share their engagement stories using your hashtag. Any of their friends who might be getting married could see the post and become new followers and, potentially, new customers.
For TikTok, hashtags can help brand your niche on the platform. For example, if you post mostly jewelry videos, you may want to use #jewelrylover or #jewelryaddict. Sticking to your niche on TikTok will help attract more followers.
Go Incognito
Disguise your hashtags to keep your Instagram feed looking professional.
McCoy suggests “placing your hashtags after your post copy by using dots and line breaks to separate. This way, it doesn’t distract from your message.”
Many people suggest putting your hashtags in the first comment of your Instagram post.
However, according to a massive August 2019 study by Social Insider, accounts with fewer than 5,000 followers saw nearly 37 percent more reach by placing hashtags in the original post.
If you are trying to build your following, we suggest putting the hashtags in the post and disguising them by using those four or five dots with line breaks to move them after the “more” prompt in your feed.
You can copy and paste the text with your line breaks from a Notes app or Word document. To create line breaks in IG, while typing the caption, tap the “123” key and on the keyboard with numbers and symbols, hit the return key.
To disguise hashtags in IG stories, place them behind the image or off to the side or bottom.
For TikTok, it is no problem to show your hashtags, but if you use too many, the text will cover up much of your video.
Also, when building your presence on TikTok, the repetition of hashtags works well to help you build your niche audience.
Real and Relevant
Be sure to keep your hashtags authentic and hyper-relevant for your post.
According to jewelry influencer Tracey Ellison (@thediamondsgirl): “Hashtags are necessary, it’s what gets your posts discovered by people that are not following you! But there is a caveat—they have to be relevant, and meaningful.
“For example, don’t use hashtags like #Cartier or #Bulgari when it’s clearly not a piece from that brand, in an attempt to gain attention. That frustrates people, and they will be less likely to follow you, or to trust you!”
While #diamondjewelry might be relevant to your retail business, if you are posting a pair of gold earrings, there is a disconnect for your followers if you include irrelevant hashtags for that particular post.
Instead, look for relevant holiday memes (#fathersdaygiftideas, #bridalpartygifts, etc.) or use geographic hashtags to build your local customer base. In Stories mode, Instagram offers widgets like “stay home” and “shop local” that help increase the viewership of your stories.
“Keeping it organic and relevant is critical,” says Emmanuel Raheb, founder and CEO of SmartAge Solutions. “We find the best thing to do is look for trending ‘Locally Based’ hashtags, such as a local anthem, theme, sports mantra, etc., but always keeping it relevant to your brand.”
McCoy recommends searching new hashtags with Instagram’s explore feature.
“When you search a hashtag like #pearlearrings, located just above the ‘Top’ and ‘Recent’ tabs, other suggestions will appear like #pearljewelry.”
Ellison of @thediamondsgirl agrees: “My recommendation is to always stay on point, using tags that relate to the post, and don’t be shy to be creative and original. For example, if you are posting emeralds, use a tag like #greenwithenvy.”
Also, social media support services like Later, Agorapulse, Hootsuite and others typically offer helpful hashtag suggestions for business accounts.
Lastly, follow popular jewelry influencers such as @thediamondsgirl, @katerina_perez, @gemgossip and National Jeweler’s very own @ashleylikesgems to see what hashtags they are using.
Quality Over Quantity
There is varying advice among experts regarding how many hashtags to include in a post.
Instagram allows up to 30 hashtags per post and caption character limit of 2,200 including hashtags.
Most social media experts recommend using fewer; however, if you are still building your following, go ahead and use up to 30 hashtags that are real and authentic for your brand, just be sure to go incognito with them (see above).
TikTok limits captions to 100 characters including hashtags.
For more established IG accounts, limit your hashtags to five to 10 per post and focus on quality over quantity. Niche hashtags, meaning targeted and specific hashtags as discussed above, are preferable and can generate more engagement and brand awareness.
The IG Stories button allow you only one hashtag. However, you can use more hashtags if you place them in a text box. Again, just remember to move the text box with hashtags behind the image, or out of view to the side or bottom of the story.
In terms of quality, Raheb advises, “Be mindful of local events, such as the recent Blackout Tuesday campaign. We saw many companies get slammed for misusing or altering the message; sometimes keeping it simple and to the point is key.”
Ellison has another clever idea: “From a personal perspective, I find tags the most effective way to organize my page. This is because I always add a tag that links me to the post, such as #TheDiamondsGirlX(insert jeweler here), and then whenever I want to find posts I’ve done for a particular jeweler, I have them neatly grouped together under one hashtag!
“I do it with places and events too so a single post may have #TheDiamondsGirlXLasVegas and #TheDiamondsGirlXJCK2019. It may seem like overkill, but if anyone looks up #TheDiamondsGirl, you can bet loads of post will come up, and that’s the aim, right?”
On Facebook, hashtags are not as widely used because most profiles are designated private, making it difficult to track success.
Limit your hashtags on Facebook to less than five. You can research relevant hashtags by using the search feature.
Whatever hashtags you decide to use, just be mindful of their size, make sure they are relevant, attempt to hide them in your feed and put at least one in your bio.
And, finally, experiment! With the ever-evolving nature of social media, what works today may not be as relevant a few months from now. Mix it up, track your success and always be authentic.
We want to hear from you! Comment below and share your favorite jewelry hashtags to follow.
More on Technology
The Latest
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
Weekly QuizJul 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
SourcingJul 16, 2026
Ekati to Close, Leaving Canada With One Diamond Mine The diamond mine, which opened nearly 30 years ago in Canada’s Northwest Territories, is expected to shut down by mid-August.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
FinancialsJul 16, 2026
Richemont’s Jewelry Sales Soar for the Seventh Quarter in a RowJewelry sales for the company, which owns Cartier, Van Cleef & Arpels, Vhernier, and Buccellati, rose 21 percent in the first quarter.
Events & AwardsJul 16, 2026
MJSA Mentor & Apprenticeship Program Certifies First Advanced Apprentice GraduateThe graduate, Grace Barden, credited the program with helping her secure a job as a bench jeweler.
Events & AwardsJul 16, 2026
Jewelers of Louisiana to Host 80th ConventionThe event, scheduled for next month in New Orleans, will include dinner, a custom jewelry design contest, and education sessions.
SourcingJul 15, 2026
1,305-Carat Diamond Recovered from Mine in BotswanaThe yet-to-be named stone is the 10th diamond weighing more than 1,000 carats to come out of Lucara’s Karowe mine.
IndependentsJul 15, 2026
New Jersey Jeweler Barry Berman Dies at 81The founder of Fords Jewelers, Berman is remembered for his love of connecting with his community.
FinancialsJul 15, 2026
Watches of Switzerland’s US Sales Jump 18%, Declines to Comment on Sale Report The watch and jewelry retailer had a strong fiscal year despite what its CEO described as a “complex operating backdrop.”
Events & AwardsJul 15, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
CollectionsJul 15, 2026
Pomellato’s New High Jewelry Is LiberatingBold color, expressive gem-setting, and sculptural form define the three chapters that make up “Stile Libero.”
IndependentsJul 14, 2026
Foundrae Opens First Standalone Store Outside USThe New York-based jewelry brand has expanded overseas, opening a store in London’s Mayfair district.
ColumnistsJul 14, 2026
Sherry Smith: What Today’s Jewelry Consumer Is Telling Us Rising revenue does not automatically mean a healthy business, particularly in the current economic landscape, Smith writes.
TrendsJul 14, 2026
Amanda’s Style File: Shoulder Dusters These long, fluid drop earrings are sure to catch the eye.
CrimeJul 14, 2026
Man Charged in $1M Jewelry Store Heist Lands on FBI Most Wanted ListAlberto Perez-Elias is one of four men charged with robbing a Cape Coral, Florida, jewelry store and is the only one still at large.
Events & AwardsJul 14, 2026
Conference on Mining, Sustainability Kicks Off in NYCInitiatives in Art and Culture is hosting its 16th annual Gold and Diamond Conference, with the theme of “Resilience.”
Lab-GrownJul 13, 2026
Stephanie Gottlieb Changes Her Mind on Lab-Grown DiamondsThe designer, who once said she’d never sell lab-grown diamonds, debuted two capsule collections designed to be fun and easy to wear.
SourcingJul 13, 2026
De Beers Announces Potential Layoffs, 2-Year Production Pause at VenetiaThe diamond miner and marketer is undergoing another round of cost-cutting measures ahead of its sale by Anglo American.
Events & AwardsJul 13, 2026
Registration Opens for JIS Fall 2026 ShowThe annual trade-only buying event is slated for Oct. 16-19 in Miami Beach, Florida.
Events & AwardsJul 13, 2026
AGTA Accepting Entries for Spectrum 2026AGTA also has announced the lineup of judges for the colored gemstone cutting and jewelry design contest’s various categories.
TrendsJul 10, 2026
Jade Trau Creates a Constellation of DiamondsThe “Constellation Plié” collar, our Piece of the Week, features diamonds arranged in a constellation of shining stars.
SourcingJul 10, 2026
CFO of De Beers’ Consumer-Facing Division Leaves Company Shaun Wills joined the company in 2024 and was chief financial officer of the De Beers Brands and Consumer Markets division.
