SooSoomoon Jewelry Social Media Management

Product-led visuals macro details & styling

Shoppable ecosystem catalog sync & tags

Community growth UGC & micro-collabs

Services Used: Social Strategy, Content Production, Community & Influencer Management, Social Commerce Setup, Analytics

Meet SooSoomoon Jewelry.

SooSoomoon Jewelry crafts delicate, everyday pieces with an emphasis on texture and layering. Shoppers discover via Instagram and Pinterest, then decide based on detail, styling ideas, and social proof.

Before we started, content skewed to product shots without context; there was no consistent styling narrative, and shopping tags/catalog weren’t fully utilized.

The initial challenge.

The grid looked beautifully curated but didn’t answer the last-mile questions that decide a purchase: how a piece sits on skin, the scale relative to hands and necklines, the true finish under daylight vs warm interiors, and how to layer without looking cluttered. Close-ups existed, yet they floated without context no quick styling cues, no side-by-side stack ideas, and minimal guidance on chain lengths or ring sizing by millimetre and hand size.

Catalog syncs to Instagram/Pinterest were inconsistent; variants sometimes lacked the right images, product tags were missing on hero posts, and expired tags broke the path from save → PDP. That forced ready-to-buy users through a generic bio link where extra taps created drop-off.

Social Media Management

Social proof was thin because UGC was ad-hoc and micro-creators weren’t activated systematically; reach plateaued, and posts that looked popular in likes didn’t translate into product taps or adds to cart. Captions leaned aesthetic over practical pretty adjectives, few specifics so hesitation lingered around plating microns, nickel-free claims, tarnish expectations by skin pH and climate, and pairing suggestions for different skin tones or collar styles. Returns and care policies hid deep in the site, so risk felt higher than it should.

Measurement reinforced the blind spots: saves and views were noted, but there was no disciplined UTM structure or event path to show which assets drove product taps, cart actions, or next-day purchases across channels; Pinterest assisted sales were invisible; and platform “shop” insights weren’t reconciled with GA4, making it hard to scale what worked and retire what didn’t.

Our solutions.

We shifted to product-led storytelling and wired commerce end-to-end. Short macro reels now capture clasp mechanics, stone texture, and movement on skin; on-model shots are framed to show true scale against collars, cuffs, and earlobes, using a consistent lighting kit and white balance so gold tone and sparkle read honestly across skin tones.

We built save-worthy lookbooks three stacking recipes per collection, “mix metals without clash,” and a neckline × chain-length cheat sheet then added maker notes that spell out materials, plating thickness, base metals, hypoallergenic credentials, and care rituals (when to remove, how to refresh shine). The catalog syncs cleanly to Instagram and Pinterest; each hero asset is fully tagged to variants, and highlights pin seasonal collections (New, Best-Sellers, Gifts, Stacking Sets) so a swipe lands on a shoppable surface in one tap. Captions carry the practicals buyers ask for length, gauge, weight feel, closure type and a single pairing tip that reduces decision friction. We clarified low-anxiety policies (returns window, repair/refresh options) in story highlights and pinned posts to remove post-purchase fear.

Community momentum now comes from a lightweight UGC program with clear consent and crediting, monthly micro-creator seeding tied to launches, and a repost rhythm that keeps the grid aspirational without feeling ad-heavy. Creator briefs define angles, crop, motion, and must-have shots (on-skin macro, hand scale, layered set), so submissions are consistent and usable. DM quick replies answer sizing and care in brand voice and drop a deep-linked PDP or pre-filtered collection when intent is high; questions that signal uncertainty route to a short visual guide rather than a long back-and-forth. Measurement moved from vanity to behaviour: UTMs on the bio hub and clean GA4 events reveal reel view → product tap → add_to_cart, while Pinterest assists are captured via tagged outbound URLs; best performers receive small paid boosts to lookalike audiences with frequency caps to protect brand feel.

Operationally, a content kit shot list, color profile, hand-model guidelines, skin-tone matrix, and alt-text rules keeps assets consistent and accessible, and a weekly merchandising checklist ensures hero posts always map to in-stock variants. The result is a feed that shows fit, finish, and layering in context, a shoppable ecosystem that collapses steps to purchase, and a measurement loop that funds only the posts, creators, and platforms that move jewellery from scroll to cart with confidence.

Aesthetic feed that explains fit & finish Shoppable tags reduce path to purchase UGC & micro-collabs grow reach authentically

Ready to turn social scrolls into jewelry sales? Talk to PaperCut Collective.