Abelini Jewellery

SOCIAL MEDIA MANAGEMENT | STRATEGY | CONTENT CREATION

Abelini Jewellery is a London-based fine jewellery brand specialising in ethical, customisable diamond pieces crafted with precision and integrity. Their mission is to make luxury accessible, offering impeccably designed, bespoke jewellery that celebrates individuality while maintaining exceptional quality and value.

When we began working together, Abelini had no defined social media strategy or aesthetic, limited professional content, and an ambition to reposition itself as a luxury yet approachable brand. My role was to spearhead Abelini’s social transformation, developing its social strategy, refining its visual identity, and driving growth through consistent storytelling.

FEED: BEFORE

FEED: AFTER

GOALS INCLUDED:

Establish a consistent, luxury-led visual identity across platforms

Develop and execute a data-driven social media strategy

Create high-quality, engaging content tailored for Instagram

Build a loyal and active online community through authentic storytelling

Support brand growth during key milestones, including two new store launches

RESULTS

First 60 Days. Within just two months, Abelini’s Instagram reach and engagement increased significantly:

+3.9K new followers and a 150% surge in impressions (from 213K to 538K)
Profile visits up by 57% and external link taps doubled, driving direct traffic to product pages
A stronger, more cohesive brand aesthetic led to sustained engagement across Stories and Reels

At the 12-Month Mark. By August 2025, monthly performance had reached record levels, showing the lasting impact of consistent strategy and storytelling:

Over 2.47 million profile views (largest to date)
278K+ accounts reached in a single month
3.4K+ content interactions and 17.9K profile visits (the highest monthly figures in brand history)
Continued social momentum supported two new high-street store launches in London and Melbourne

The Impact. The results demonstrated the value of a consistent, storytelling-led strategy while elevating Abelini from a transactional online retailer to a trusted, aspirational jewellery brand with a deeply engaged audience and real-world commercial growth.

CONTENT HIGHLIGHTS

THE STRATEGY

Content Repositioning

Shifted Abelini’s social presence from ad hoc product posting to a strategic, storytelling-driven experience.
Developed four key content pillars to start: Educate, Collaborate, Inspire, and Promote. The content pillars created a balanced ecosystem of storytelling, community connection, and commercial focus. Each pillar served a distinct purpose: to inform, inspire, convert, and build long-term brand trust.

Brand Storytelling & Education

Introduced an 'educate through storytelling' approach to establish authority and connection. That resulted in content that simplified diamond education, showcased craftsmanship, and highlighted ethical sourcing, positioning Abelini as both expert and accessible. Incorporated long-form video and Reels to share Abelini team insights, behind-the-scenes production, and personalised jewellery consultations.

Community Engagement & Story Interaction

To deepen audience connection and trust, I introduced interactive story formats designed to make followers feel part of the brand experience. The #AbeliniCouples series showcased genuine customer engagement and wedding moments, becoming the brand’s best-performing story format with over 2,200 views per story (22% of total followers). The Monthly Ring Round-Up invited audiences to vote on their favourite designs, with over 80% of viewers engaging via poll stickers. Additionally, I implemented Q&A sessions where followers could submit their own engagement rings for expert styling advice and wedding band matches, transforming Abelini’s Stories into an active, community-driven space that builds loyalty and drives conversions.

Consistency & Visual Identity

Established a clear posting rhythm and a cohesive visual tone blending modern minimalism with warmth and emotion. Crafted captions and creative briefs designed to humanise the brand while reflecting its fine jewellery credentials. Collaborated closely with a digital designer to ensure brand imagery and storytelling aligned seamlessly across the platform and beyond.