PodcastsMay 20, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
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
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Weekly QuizMay 14, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
CollectionsMay 19, 2026
Chris Ploof’s New Collection Makes an Ancient Medal ModernWith gold prices on the rise, the “Modern Electrum” collection uses an alternative, non-tarnishing metal alloy composed of gold and silver.
IndependentsMay 19, 2026
Ellen and Michael Fruchtman Retire, Sell Marketing Agency Fruchtman Marketing has new owners, Erin Moyer-Carballea and Manuel Carballea, and will relocate to Miami.
ColumnistsMay 19, 2026
Peter Smith: The (Mostly) Immutable Sales TruthsIn a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.
ColumnistsMay 18, 2026
Edahn Golan: What a K-Shaped Economy Means for Fine JewelryIn a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.
CollectionsMay 18, 2026
Foundrae’s New Collection Taps Into JoyThe “Limitless Expansion of Joy and Hope” collection evokes summer through colored gemstones and motifs of butterflies and florals.
CollectionsMay 18, 2026
Hancocks London Acquires Historic ‘Inchiquin’ EmeraldThe jewel, circa 1890, is from the late Victorian era and was owned by descendants of the last high king of Ireland.
Events & AwardsMay 18, 2026
Here Are the 2026 JCK Industry Fund Grant Recipients This is what the nine recipients plan to do with the funds.
AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
SourcingMay 15, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsMay 14, 2026
White Diamonds Lead Sotheby’s Auction, Blue Diamond Does Not SellA matching pair of 18.38-carat, D-color diamonds from Botswana’s Jwaneng mine sold for $3.3 million, the top lot of the jewelry auction.
Supplier BulletinMay 14, 2026
A Diamond Is Forever Continues Desert Diamonds – Bridal ReinvigoratedSponsored by A Diamond Is Forever
SourcingMay 14, 2026
State of Colored Stones: The Spirit of Young American Gemstone CuttersThe next generation of lapidarists are entrepreneurial, engaged online, and see the craft as a means for artistic expression.
AuctionsMay 14, 2026
‘Ocean Dream’ Makes Waves at Christie’s, Fetching $17MIt was the second auction appearance for the fancy vivid blue-green diamond, which sold for $7.8 million at Christie’s Geneva 12 years ago.
CrimeMay 14, 2026
Second Man Arrested in Florida Pawn Shop Shooting Members of the U.S. Marshals Task Force took a 22-year-old man into custody. He was charged with tampering with evidence.
CrimeMay 13, 2026
JSA’s 2025 Crime Report Shows ‘Concerning’ Rise in ViolenceWhile the overall number of crimes was down, there were more incidences in which robbers pulled out guns, mace, or rammed cars into stores.
IndependentsMay 13, 2026
New Orleans Jeweler Closing Canal Place StoreJack Sutton Fine Jewelry is closing its store inside the downtown shopping center after 40 years in business.
SourcingMay 13, 2026
Smithsonian Acquires ‘Winston Red’ Diamond PaintingReena Ahluwalia’s painting of the rare red diamond is the first contemporary painting to join the National Gem Collection.
TrendsMay 13, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
