Ever imagined what is like to run a social media empire? Well, Daniella Capodilupo knows. She runs three Instagram accounts with combined following of over 200,000 people for Raymond Lee Jewelers out of Florida (and that is just Instagram, doesn't include the likes of Pinterest, Twitter, and Facebook). The reality is social media manager has become a very important role in the jewelry industry. More and more as millennials have taken to social media, it is also the place they are going to learn, look, and shop for jewelry.
Savy jewelers, like Raymond Lee Jewelers, have doubled down on this opportunity and with the help of Daniella have exploded on social. I wanted to interview Daniella for the blog to showcase some of the different jobs you can in the jewelry industry; as well as, lift the veil behind of the maestro of one of Instagram's largest jewelry accounts.
Bonus, the images in this interview are Daniella's five favorite rings at Raymond Lee Jewelers.
How did you get your job?
Good old Craigslist! I spent about four years working within the entertainment/music business and decided to move back home to Boca Raton. I thought it was a great opportunity to use what I learned in undergrad and grad school and carry that over into new markets.
I interviewed with one of the owners, Lee Josephson, and saw the amazing growth opportunity. I was able to create my own position, in essence. Having the creative freedom to come up with new marketing and social media ideas was something that I was very excited about. After basic training, I stepped into the e-commerce, social media role. From there I have grown into the social media manager. The rest is history.
Where did you get your interest in the jewelry industry?
Being a woman, I would say I was interested in jewelry since I was a teenager. Birthday and Christmas gift’s consisted of family heirlooms or other pieces of jewelry. The real interest in the jewelry and diamond industry however definitely began when I started to work at Raymond Lee Jewelers and Diamonds by Raymond Lee. For one, it was my job to know it so I had to learn a whole new world I wasn’t as exposed to before. On the other hand, I genuinely became interested in the industry because I realized the real value of luxury goods, overall.
In a world that is exponentially changing, I’ve always found myself attracted and interested in products or services that have managed to stay constant. When you think of things that hold their value and have over time, diamonds, gold, precious gemstones, luxury timepieces are now some of the things that come to mind. This is something I actually like educating my friends about, especially being in my late 20s and you start to think about money and investments.
What do you like most about your job?
The creative freedom definitely. I’ve had the jobs where you stare at only emails or excel sheets all day and maybe have a project here or there that allows you to use your creativity. In my current role, I have really loved the confidence and support my director and CEO have given me to create, execute and oversee projects and new marketing/social media strategies.
Nothing is more rewarding than coming up with an idea, having a really great team to support you and execute it, and seeing the results from it. Everyone on our team is encouraged to bring ideas to the table and give their input — it’s often how we come up with our best ones!
What’s the hardest part of being a social media manager?
Time lol. Even when you do stay organized (and I have slight OCD, to begin with) you often find yourself always needing more time. Social media is a 24/7 thing now. In addition to having to stay active on at least four different social media platforms. If you’re not using your time wisely, someone else will.
What are your tips for how someone can be successful at growing their Instagram?
Consistency, engagement, and knowing your audience. For one you want to be consistent — depending on your brand you might not need to post to IG every single day, but you definitely want to be posting at least 5 days a week. Especially with IG’s new algorithm, that is similar to Facebook. If you’re only posting once chances are you’re going to be forgotten about, and you’re not going to gain traction on increasing your follower count.
Knowing your audience is also super important. If you don’t know who you’re marketing yourself, brand, product or service too it’s basically like shooting in the dark and hoping it sticks. If you actually take the time to narrow in on your audience, do some research on other accounts that share the same audience as you, you’ll notice you can easily the find people that are interested in what you’re posting.
Engagement is the other big ticket — you have to be engaging with other Instagram accounts. Show support and love to other similar accounts as yours. Write comments, like photos, maybe even feature their photo on your page and give them a special shout out. Humans are inclined to respond to people who write to them lol. It’s as simple as that.
What’s your favorite cut of diamond?
For me, I go back and forth between Oval cut and Round cut diamonds.
Do you have a dream ring?
In a perfect world, my future hubby will buy me a 2.5ct oval or round diamond. A classic solitaire setting with accent diamonds along the band. *waits patiently lol.
What’s the best career advice you ever got?
“Closed mouths don’t get fed” — sounds cliche but it has been so relative to my work and personal life. Even when it comes to thinking of new ideas, unless you try or ask you’ll never know the answer or if it will work. A lot of times people are actually down to help, collaborate or if they can’t, point you in the right direction. If there’s one thing that was a game changer for me it was to simply, ask.
How do you manage so many different Instagram accounts?
Stay organized! Utilize the following as much as you can: Google sheets, Basecamp, Trello, Buffer, HootSuite or other 3rd party platforms out there. Create a social media calendar for each account, this way you can keep track of what is being posted and when it’s being posted.
Come up with a content schedule, don’t just go and post a bunch of random pics throughout the week. Having these tools helps plan out things in advance which is crucial. That way you’re not going crazy trying to come up with content last minute.