Selling on Instagram: A Q&A with Industry Expert Katerina Perez

ColumnistsNov 17, 2020

Selling on Instagram: A Q&A with Industry Expert Katerina Perez

In this special installment of Creative Connecting, the influencer talks about why specificity and patience are important, and what consumers want when they shop on social media.

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 or
Scrolling through Instagram is not only linked to inspiration, socialization and escapism, it has also become an increasingly important marketing tool, lead generator and marketplace for the 25 million-plus businesses on the platform as of 2020.

According to Instagram, 70 percent of “shopping enthusiasts” turn to the platform for product discovery.

Instagram has built a variety of shopping features that tap into existing social media behavior patterns to help business accounts become shoppable storefronts and convert browsers into buyers.

Selling on Instagram is clearly a growing business opportunity, but how can the jewelry industry reach this group of active shoppers?

To answer this question, we spoke with renowned international jewelry influencer Katerina Perez of to get her expert advice on strategies and best practices for jewelers.

She recently launched an online Instagram sales course designed specifically for the jewelry industry, and she shared some of her practical and thoughtful tips with us.

Q: Why is selling on Instagram something jewelers should consider?

Katerina Perez: Instagram is not just a social media tool. It is slowly but surely becoming a marketplace with a good percentage of high net worth individual users.

By having the right Instagram strategy, a jeweler can expose their brand to a new and wider audience, which is especially relevant nowadays. They can also secure sales by having engaging content and taking advantage of the various tools that Instagram offers, like the InstaShop feature or Targeted Advertising.

Q: Does fine jewelry sell on Instagram, or is lower priced/fashion jewelry more saleable?

KP: Both (high- and low-priced products) sell on Instagram, but of course, fashion jewelry finds new owners more quickly because of the price tag. Fine jewelry account managers have to put more work into managing Instagram to find the right target audience and to inspire them to buy. It doesn’t happen overnight, but I know brands that have sold jewelry with a six-figure price tag, only thanks to Instagram.

Q: Is an Instagram shopper different from a traditional shopper? If yes, how so?

KP: Instagram shoppers are spoiled and their attention span is minimal, as there are thousands of jewelry accounts accessible at a tap of the finger. 

Also, they don’t want to have to take too many actions to buy something or spend time figuring out how to order what they like in your feed. That’s why it is so important for every jewelry 
brand to have content that catches the eye and sparks interest, as well as key features like shoppable tags in stories, retargeting campaigns, shipping calculator, etc., that make it easy to shop.

Jewelers must also constantly review their Instagram account through the eyes of their followers, who are also their potential clients.

Q: What is a consumer expecting from an IG shopping experience?

KP: When it comes to jewelry, first a potential client wants to get to know the brand through Instagram. Only after they have been following for a while and started trusting it will they be ready to buy. This is when they want a fast purchase and headache-free delivery, as well as a responsive person running the account who can answer all their questions within minutes, or at least within a few hours.

Q: How can businesses define their audience to better target core customers on Instagram?

KP: This is actually one of the things I work on with those who attend my course, “How to Sell Jewellery on Instagram.” I am going to give you a small abstract from the course.

When defining your target audience, don’t think in broad terms like, “I want to attract women who love jewelry.” That will not help you narrow down your visual and verbal communication.

Be more specific. Think of your ideal client’s age, location, marital status, work and hobbies, where they like to travel to, which events they like to attend, how much time is spent on Instagram, what do they do on it, do they follow any bloggers, etc. Put yourself in their shoes, imagine their world and what they might be looking for on Instagram.

Once you have a clear picture of your target customer, you can offer your followers the type of content that would correspond to their specific needs.

A fashionista who wears jewelry to complete her look will not bother reading long posts about historical jewelry, right? But she would be super-keen to know about the hot trends in jewelry or how to style your collections.

To have a long-lasting relationship with your audience and win their loyalty, you need to showcase through your content that you understand what they desire and that you have exactly what they want.

Think: Why would people want to follow a jeweler on Instagram? What would they expect? To see pretty pictures? Learn about jewelry? Find their dream jewel or buy a gift for someone?

Put yourself in the shoes of a client and give them what they might want before they even ask!

Q: Outside of direct sales, are there any other advantages of setting up Instagram shopping?

KP: The main thing to remember that Instagram is first and foremost a platform where people go to socialize and find entertainment. That’s why the ability to sell jewelry is really a bonus.

The real advantages a brand may receive are getting quality requests and leads, as well as making new contacts and finding business connections and potential clients.

With over 1 billion-plus active monthly users, Instagram recommends businesses take these three steps to find ways to leverage shoppable content.

1) Make content actionable
2) Own your brand voice
3) Plan ahead

Remember to always be mindful of Federal Trade Commission disclosure guidelines when posting product for sale on Instagram. The Jewelers Vigilance Committee has a clear, easy and downloadable guide on its website.

Lastly, remember that at the end of the day, you are selling emotion, not a product. Jewelry is a precious container of the emotions that we hold dear—mementos of self-worth, a memorable occasion or a loved one.

So be sure to add the romance.

Pair your beautiful hero product shot or video with a caption that speaks to it greater emotional value.

Use the swipe to feature to show the product being worn for context as it relates to size.

And make sure any lifestyle images reflect your core brand values and look like your target customer so that they can see themselves in your ads.

Interested in setting up your Instagram shopping experience? Visit Instagram’s business page for more information.

Ready to enhance your Instagram selling strategy? Consider participating in “How to Sell Jewellery on Instagram,” Katerina’s six-week online course.

National Jeweler readers can receive a 15 percent early-bird discount for the gold and platinum levels by emailing and using “NationalJeweler” as code word.

Duvall O’Steen and Jen Cullen Williams are two independent communications strategists and senior consultants for the agency Luxury Brand Group. They can be reached at and
Jen Cullen Williamsis an independent communications strategist and senior consultant for the Luxury Brand Group.
Duvall O'Steenis an independent communications strategist and senior consultant for the Luxury Brand Group.

The Latest

Graphic for My Next Question episode on lab-grown diamonds
Recorded WebinarsSep 29, 2023
The Lab-Grown Diamond Market: Where Are We Now?

Watch as Edahn Golan, Sherry Smith and Avi Levy join Michelle Graff to talk pricing and trends in this controversial corner of the market.

692-carat rough diamond from the Karowe Mine
SourcingSep 29, 2023
Lucara Severs Ties With HB Antwerp

The two companies initially partnered during the pandemic and had just signed a 10-year sales agreement in November 2022.

Sonya K. Taylor diamond tennis necklace with tourmaline drop
CollectionsSep 29, 2023
Piece of the Week: Sonya K’s Versatile Necklace

A classic diamond tennis necklace gets a whole lot cooler with a removable pendant.

Brought to you by
Top 5 Ways to Promote Safety and Security Awareness Among Your Staff

Awareness is essential to proactive protection. Learn how to promote and maintain safety and security awareness in your business.

Columbia Gem House Woz Cuts
EditorsSep 28, 2023
The Gemstone World Is In Its Unique Cut Era

Associate Editor Lauren McLemore recently spoke with Columbia Gem House’s Eric Braunwart about the uptick in non-traditional gemstone cuts.

Weekly QuizSep 29, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Pre-Owned Luxury by Rocksbox logo
MajorsSep 28, 2023
Signet-Owned Rocksbox Now Sells Pre-Owned Fine Jewelry

“Pre-Owned Luxury by Rocksbox” offers secondhand jewelry from Kay, Zales, and Jared to members and non-members.

Gold Roman Bracelet from the British Museum
CrimeSep 28, 2023
Have You Seen Jewels Like These? The British Museum Wants to Know

The museum is asking for the public’s help in finding thousands of pieces of ancient gold jewelry and gemstones stolen from a storeroom.

Dialog Solutions
Brought to you by
A Conversation with Dialog Solutions

Do you always want the right diamonds at the right price in your store? Introducing Dialog, the world’s first diamond subscription service.

Pam Waclawski The Kingswood Company
MajorsSep 28, 2023
The Kingswood Co. Names New VP, Wins Award

The company was recognized for one of its private-label, consumer-focused jewelry care lines.

Chaumet diamond necklace, circa 1900
AuctionsSep 27, 2023
Antique Jewels Shine at Bonhams London

A rare Chaumet necklace and 20th-century sapphire ring sold for double their estimates.

Stock image of rough diamonds from De Beers
SourcingSep 27, 2023
India Calls for 2-Month Moratorium on Rough Diamond Imports

The plea comes against a backdrop of declining demand and falling prices.

Hands pushing a shopping cart
SurveysSep 27, 2023
Consumer Confidence Falls in September Amid Rising Recession Fears

Shoppers also expressed concern about rising prices, higher interest rates, and political uncertainty.

   Platinum Guild International logo
Events & AwardsSep 27, 2023
PGI to Dole Out $500K in Business Grant Program

Participants from the first round of grants saw up to a 900 percent increase in their platinum sales.

Citizen Tsuki-yomi A-T moon phase watch
WatchesSep 26, 2023
Citizen Launches the Tsuki-Yomi A-T Timepiece

According to the watchmaker, it features the first light-powered atomic timekeeping moon phase movement.

Sally Nelson Exclusively Diamonds
IndependentsSep 26, 2023
Sally Nelson, Founder of Exclusively Diamonds, Dies at 86

The former teacher, described as “a pioneer for women-owned businesses,” opened her own jewelry store in 1980.

Crescendo, a 147.96-carat golden citrine by John Dyer for Somewhere In The Rainbow
Events & AwardsSep 26, 2023
2023 Spectrum Awards Entry Deadline Extended

The contest is now open for submissions until Oct. 10.

Instore show logo
Events & AwardsSep 26, 2023
Instore Announces Dates for 2024 Show

The annual event will return to Rosemont, Illinois next August.

Gold holiday gift boxes
SurveysSep 26, 2023
Mastercard Makes Its 2023 Holiday Prediction

According to SpendingPulse, retail sales will increase in November and December but not necessarily for jewelers.

Stock image of hands in handcuffs
CrimeSep 25, 2023
Oregon Jeweler Accused of Selling Lab-Grown Diamonds as Natural

Police say Douglas Wayne Gamble also swapped natural diamonds for synthetic stones and failed to return customers’ repairs.

Neil Lane lab-grown diamond engagement rings for Kay Jewelers
CollectionsSep 25, 2023
Neil Lane’s Latest Collection Uses Lab-Grown Diamonds

The designer just launched a new bridal range at Kay Jewelers.

Yunjo Lee
MajorsSep 25, 2023
Hearts On Fire Taps Mejuri Exec as CCO

Yunjo Lee has also worked on collections for Tiffany & Co. with Paloma Picasso and Frank Gehry.

Steve Levine of Sylvie Jewelry
MajorsSep 25, 2023
Second Generation Takes On New Roles at Sylvie Jewelry

Steve Levine joins the family-owned company, while his brother Gary has a new position.

David Yurman Paris flagship
MajorsSep 22, 2023
David Yurman Alleges These Two Companies Copied Its Designs

The company has filed complaints against Royal Chain and Samuel B.

Yun Yun Sun toi et moi diamond Puzzle ring
TrendsSep 22, 2023
Piece of the Week: Yun Yun Sun’s ‘Puzzle’ Ring

The two-stone style benefits from two-toned metal.

Mineral display at HardRock Summit 2023
Events & AwardsSep 22, 2023
HardRock Summit To Relocate In 2024

The event is moving just outside of Denver.

Timex ReWound video screenshot
WatchesSep 21, 2023
Timex Wants Your Old Watch

The company just rolled out “Timex Rewound,” a new takeback and resale program.

GIA logo
GradingSep 21, 2023
Retailers Warned About Fraudulent Email Purportedly From GIA

The lab confirmed it did not send the message.


This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy

Additionally, paste this code immediately after the opening  tag: