Continuing on with our series on how jewellery companies are using social media effectively and innovatively during the coronavirus outbreak, this week we take a look at what the fashion jewellery brands are doing.

A study by global communications firm, Edelman, has revealed that consumers want to see what brands and jewellery retailers are doing to help during the pandemic, rather than see outright selling of products on the likes of social media and other digital channels.



Since lockdown, many have used digital platforms to inspire customers, launch competitions and support relief efforts.

Here’s what five companies are doing in the fashion jewellery sector:



Fashion jewellery brand Missoma kickstarted two new social media series this week, both of which aim to show followers that they are not alone in their current situation. Embracing the philosophy that consumers want to see personality over products at the moment, the brand started a social media series called ‘Missoma at Home’. In this series, team members will take it in turns to share their talents outside of the office. For example, the brand’s copywriter shared her top makeup tips and how getting ready in the morning boosts her mood. This was announced on a standalone post, and then the makeup tutorial was done via Instagram Stories. For the second series, Missoma is teaming up with experts to offer activities consumers can do from home. This started with an IGTV with the founder of Mind, Body, Bowl, who shared some meditation techniques and tips on how to stay positive through uncertain times. Both campaigns are being cemented together with the hashtag #MissomaLinkUp.


Understanding its audience, which is predominately mums and mums to be, Merci Maman is doing all it can to support them during this time. Tonight, the personalised jewellery brand will be hosting a free hypnobirthing class for mums-to-be who are most likely feeling stressed as they go through pregnancy alone, while the other day Merci Maman hosted a live Q&A with a pre/post natal specialist. Regular social media posts also encourage mums that they are doing a great job with their children in self isolation and the brand curates positive thoughts together on its Instagram Stories under the caption ‘Positive Vibes’.


Olivia Burton should win the prize for the most colourful and positive social media feed right now! From flowers to rabbits to rainbows, the brand has been uplifting consumers with regular posts. The brand revealed that it has had a lot of request for flowers posts, which followers can then turn into wallpapers on their phone, while the rabbit followed posts from Olivia Burton’s other furry friends getting thousands of likes. While some images speak for themselves, and merely have an aim to spread joy and hope at this time, others are accompanies with captions which show the brand’s solidarity with consumers and the nation during this difficult time. The brand has even curated a page on its website called ‘Get Creative’, which provides customers with a hub of things to lift their spirits at this time – from rainbows which can be downloaded and placed in windows, to colouring  heets to help calm the mind, and wallpapers that can be placed as backgrounds on phones.


London-based fashion jewellery brand has transformed its social channels to offer consumers inspiration for while they are stuck at home. A quick look on the brand’s Instagram Stories show how active it has been in the last couple of weeks. The brand has created templates for customers to share with friends, which include ‘The Stay Shining Challenge’, a working from home checklist, and a list of things that are making people smile right now. Astrid & Miyu also shares ideas of what people can do, from ‘five ways to be kind to others’ to ‘five things you can do at home’. Posts like this get a lot of likes and comments from customers saying they love them… so it is clear shoppers are turning to their favourite brands and stores to help keep them sane during this strange days.



UNOde50’s sales director for the UK & Ireland has been using her time in isolation to showcase the brand on social media… and she’s been getting a great response from her retail network who are looking forward to selling the brand in store again soon. Taking to  IGTV, Emma-Louise Gregory has been showing her ‘top five’ products and how she styles them. Starting with necklaces, followed by bracelets, she has really been bringing the brand to life whilst promoting the #stayhome message.