Case Study · Client · Jewellery
Social Media Intern
Ivy & Gold
UK.
A handmade jewellery brand with a fiercely loyal, Northern Ireland-based community built on Instagram. My job was to take that same warmth onto TikTok - founder stories, customer stories and meaningful posts for a mainly mum audience.
01 · The challenge
Same brand, new platform, different audience.
As Social Media & Marketing Intern at Ivy & Gold Jewellery, I managed the brand's Instagram and TikTok presence. The audience was very different from what I was used to: mainly mums, Northern Ireland based, and deeply attached to the founder's personal story.
The brand had grown through Instagram. My task was to introduce it to TikTok without making the community feel like they were being sold to. That meant founder stories, customer stories and meaningful, sentiment-led posts rather than straight product pushes.
Working closely with the founder, I adapted platform trends to fit the brand's soft, personal aesthetic and protected the voice that had built the community in the first place.
02 · In practice
A TikTok slideshow built around meaning, not just the product.
This two-slide post is a good example of the tone I used on TikTok. The first frame shows the bracelet. The second frame shows the real reason someone buys it - a family moment. The caption and sound tied it to a relatable, emotional story rather than a sales pitch.
Slide 1 · The product
Slide 2 · The story
This format worked because it respected the audience: mums who care about the sentiment behind a piece more than a hard sell.
Video · In motion
Founder-led content, on camera.
A short video piece made for the Ivy & Gold feed - keeping the warm, personal tone the community had grown to love while translating it into a format built for TikTok.
03 · Responsibilities
Content, community, events.
- 01Managing Instagram and TikTok for a Northern Ireland-based, founder-led jewellery brand
- 02Introducing TikTok to a community that had grown on Instagram, without diluting the brand voice
- 03Creating founder stories, customer stories and sentiment-led posts for a mainly mum audience
- 04Adapting platform trends to feel warm, personal and on-brand rather than product-pushy
- 05Designing promotional assets and campaign graphics for launches and events
- 06Supporting in-person activations - workshops, community events and the Bead Bar
04 · What I took from it
Audience-first creative, not platform-first.
Ivy & Gold taught me how to read a community before creating for it. A trend that works for one audience can feel completely wrong for another, especially when the audience is built on trust and founder proximity.
Working across content, influencer outreach and in-person events (including the Bead Bar workshops) made every campaign multi-channel by default - social as the front door, real-life activations as the anchor.