January 26, 2015

One of the things I want to do in 2015 is bring you more specific Instagram examples of success. I am going to dedicate a number of Instagram blog posts to highlighting various types of Instagram accounts through my new series of Instagram case study posts.

I think this will help you better understand the power of Instagram and how different industries can use the platform so successfully. I will show you what these accounts are doing right, and even where I think they can improve. And I promise you that most of these case studies will not be the "big" accounts. These will be smaller accounts, with thousands or even hundreds of followers, not millions of followers. Because, let's face it, that's more relevant to you and your Instagram strategy πŸ˜‰

I would also like to point out (for legal reasons) that I am not affiliated with the account described here in any way. This is my personal opinion and review of their public Instagram account.

And, so, for the first Instagram case study, I want to introduce you to Xennox Diamonds. This is a ring and jewelry designer based out of Australia.

I'll be honest, I'm a sucker for a beautiful diamond ring, so following this account is really just pure fun for me πŸ™‚ But in all honesty, they are doing Instagram right in a lot of ways. In fact, I've learned his process so much, and developed such a trust in his skill, that if I ever wanted a custom ring designed, I'd probably consider contacting him - even if he is in Australia!

So let's dive into what this account is doing so well.

Good Bio

In general, this account bio is pretty good. I like that the profile pic is a human being, not a logo or product. People connect with people! Also, his username is his business name - which is key for recognition on Instagram. But his name is something fun and descriptive - The Dream Ring Designer.

The bio itself is descriptive and explanatory while showing some personality but remaining professional. I would like to see him add some emojis or symbols to the bio to jazz it up a little bit. But otherwise, the bio works well.

He also has the link to his company website right there for easy access if people want to learn more or visit his site.

Posts Consistently

This account averages about 2-3 posts a day. That's a lot. And for some companies it might be too many. But with all the content he has created, he can maintain this schedule and does it well.

Posts are not duplicated and showcase a variety of products that appeal to their followers.

Posts What the Audience Wants

This is a jewelry designer. Let's face it, their audience wants to see jewelry and custom designs. And that's exactly what they get. He knows his audience and what to show them!


As a result, he gets pretty good engagement on most of the posts. Plenty of likes and usually a good collection of comments. Most of the comments revolve around how beautiful the piece is but he also makes sure to respond to comments and thank the audience while continuing the conversation.

I would like to see more of the jewelry in an "organic" environment - for example, on someone's hand or on a rock, or in sand, or a seasonal themed environment. I think this would make the photos even more appealing and boost engagement even more. The catalogue/studio style posts with a white background are a little too standard for Instagram and I think good artistic showcasing would be a significant improvement.

Good Captions

One of the most effective ways to use Instagram is to make good use of the captions. And Xennox does this well. There's always a descriptive caption and good use of hashtags (he usually places hashtag in a subsequent comment to avoid looking too spammy which is fine).

He also includes calls-to-action, but frequently asks questions in the post captions which helps generate more engagement and information from the audience.

Inspires Trust

One of the biggest possible rewards of social media is the ability to create trust with your audience. And I love Instagram for its power to do this so well for businesses.

Xennox Diamonds does this so well with their behind-the-scenes type posts. And as I mentioned earlier, this is why I would have no qualms sourcing out a ring design halfway around the world.


This is what sets this account apart for me.

By opening up their business to how they do what they do, you learn, not only the process, but the trust in what they do. He showcases the start of a ring development with sketches. Shows how they can depict how your ring will look and fit on your finger. Demonstrates the process of building a ring. Shows the tools and items needed to craft a ring. And shows a final result so you see what really became of the ring.

This is how you inspire trust. Invite your customers in. Open up your virtual doors and educate your audience. Let them know they can trust you and you will build real brand advocates - and sales!


And there you have my review of Xennox Diamonds on Instagram. Why I like them, what I think they're doing right, and how I think they could improve. I hope this helps you see how other businesses are using Instagram successfully. And I hope it gives you some ideas on how to improve your own Instagram strategy.

Did you find this helpful? Please share:
  1. Thank you for the feature Jenn, love the tips you provided – will definitely take them onboard πŸ™‚

    Have shared across our platforms πŸ™‚

    All the best


    1. I’m glad you enjoyed this Karl and I hope you find the suggestions helpful in growing your Instagram results.

  2. Hi Jenn
    I just want to let you know that your case study on Xennox Diamonds has been really useful. I have been following Xennox for about 6 months –
    my son recently had an engagement ring designed by Karl and the whole process from start to finish was wonderful.
    What he doesn’t mention in his posts is that he sends update photos whilst the ring is being made so there is a good sense of ownership established from the beginning. I went in to collect the ring after a resize and he offered to clean my rings while I waited. Customer service above and beyond!
    I am in the process of setting up a website and social media for my embroidery business so Inhave found it very interesting that you have singled out Xennox as a good account to try and emulate.
    Thanks again
    Kind regards
    PS. In case you hadn’t guessed, in my opinion, even if you don’t live in Australia, you would be hard pressed to find another diamond jeweller of this calibre πŸ™‚

    1. Hi Cathy! First of all, I love that you are a Xennox customer and can attest to their professionalism and experience. This is great! I love that he sends progress photos throughout the process and keeps you in the loop on your piece. πŸ™‚
      And congrats on your new venture and website! That is so exciting and I wish a ton of success. If you haven’t already browsed through my site, invite you to read through the archives or even search for key terms you want help with when it comes to your social media. I love to help small businesses make sense of using social media and I hope that my blog posts can help you see more success with your efforts.

  3. Jenn, I love that you’re doing these case studies and that you’ll be highlighting smaller businesses. I love what Xennox is doing with their IG account. Lots of good tips there. As a florist, I like to take folks behind the scenes in the NYC flower market. My goal now is to try to gain more local followers. I look forward to your next case study. Keep up the good work. @moonflorists

    1. Thank you so much! I’m glad this series is resonating with you πŸ™‚ And I hope they will continue to help you focus on growing your business on Instagram!

  4. Jenn, I love your reviews and all your tips. After reading this and your article, “How to Create an Instagram Bio That Draws in Followers”, I changed R & R’s profile photo to my own photo and the bio to a more personalized bio. Thank you for your advice. I look forward to more reviews. πŸ™‚

    1. Yay! Thanks Robin πŸ™‚ I’m so glad you get so much out of these posts and I’m so glad that you updated your profile. I love it, BTW. Good use on the bit.ly link, the stars are perfect, and the message is all there! Well done!

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