Our client Salt & Wild, a sustainable jewellery brand based in the South of England, creates handcrafted pieces with an ethical focus. For every item sold, a tree is planted, and donations are made to Surfers Against Sewage. Sustainability is embedded in every aspect of the brand, from packaging to production.

Despite their strong mission and beautifully made products, they struggled to establish a compelling social media presence that truly reflected their brand identity and attracted their ideal audience.

The brand had been searching for the right social media strategist for some time. They needed someone who could:

• Understand and articulate their unique brand voice.

• Develop a social media strategy that aligned with their purpose-driven ethos.

• Build their brand identity on Instagram while driving traffic to their website and increasing sales.

• Connect with their ideal audience—whimsical, free-spirited, nature-loving individuals, including the van life, beach, and surfing communities.

Following an initial consultation with the founder and head jewellery maker, Jenna, I quickly identified the brand’s core values and target market. From there, I developed a tailored strategy to elevate their online presence and increase engagement.

1. Instagram Strategy & Shop Setup

• Took over management of the brand’s Instagram, creating consistent, purpose-driven content.

• Set up an Instagram Shop, enabling seamless shopping directly from the platform.

• Curated a visually cohesive and engaging feed that reflected the brand’s aesthetic.

2. Brand Refinement & SEO

• Refined the brand’s logo and messaging to strengthen its identity.

• Leveraged SEO strategies to enhance Instagram reach and website visibility.

3. Audience Engagement & Community Building

• Defined and targeted the ideal customer base—those drawn to sustainable fashion, adventure, and ethical living.

• Partnered with local businesses and ethical brands for collaborations and content resharing.

• Developed a special Mother's Day campaign in collaboration with an ethical bespoke card maker, offering a gift pairing with jewellery purchases.

Through a targeted social media strategy, refined branding, and meaningful collaborations, the brand was able to strengthen its presence in the sustainable jewellery space. By authentically connecting with their audience and showcasing their purpose-driven mission, they achieved measurable growth in both engagement and sales.

This case study highlights the power of aligning brand storytelling with social media strategy to create an engaging online presence.

✅ Just over a 30% increase in Instagram followers within the first three months

✅ Over a 15% boost in website traffic from Instagram

✅ 10% increase in engagement, driving more interactions and brand awareness