Project Intro
This project was about building long-term digital equity 💎 Lavingia Jewels already had trust and traction offline, with a customer base that valued craftsmanship and heritage. But online, they weren’t showing up in a way that reflected that.
The goal wasn’t just to “fix Instagram.” It was to design a repeatable system that could drive visibility, support lead generation, and prepare the brand for future ecommerce 🚀
Instagram became our entry point. Through structured content, consistent visuals, and targeted ads, we rebuilt the brand’s presence and created momentum that carried into their wider digital strategy.
Context + Problem
Lavingia’s Instagram felt underdeveloped. Product photos were inconsistent in quality. Lighting and styling didn’t match the brand’s elegance. Captions were minimal and lacked strategy. In person, the brand was luxury and heritage-rich. Online, it fell flat.
They had never run paid ads. Engagement was low. DMs were quiet. And with plans to expand into new markets and launch ecommerce, they needed more than content. They needed clarity and direction.
My Role
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Content Strategy
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Paid Campaign Setup
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Message Funnel Design
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Creative Direction (Photography)
Project Intro
Lavingia Jewels needed more than a website. With physical stores in Tanzania and Zambia, most of their customer base was built offline. But their long-term plan was to grow online and expand into new markets, including Sweden. This project was about creating a clean, scalable digital foundation that matched their luxury positioning and could support future ecommerce.
Context + Problem
There was no existing website. No catalogue. No reliable visual system. Their jewellery photos lacked detail and consistency, which made them unusable for serious online marketing. More than 100 products needed to be shot, edited, and presented at a high standard. Internally, the team had no setup or workflow to handle production at scale. This wasn’t just a website build. It was a systems project — one the team could run without outside help.
My Role
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Website Strategy and UX Design
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WordPress Theme Customisation
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Website Copywriting
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Product Photography (Studio Setup and Team Training)
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Image Editing Workflow Design
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Training and Team Management
LAVINGIA
Social Media Management +
Content Strategy
Approach
We focused on Instagram first since it was already pulling more attention than any other platform 📱 The feed was given a clear visual theme and a structured content flow. We alternated between soft-sell carousels, behind-the-scenes glimpses, and polished product showcases to keep things engaging but intentional.
Alongside this, I led a full photography overhaul 📸 ensuring every product image was consistent and usable across all channels - not just Instagram but also the website, paid ads, and upcoming campaigns. That process is covered in its own case study.
Once the new content system was live, we launched their very first paid campaigns. With a limited budget, the focus was on awareness and message objectives. Instead of hard-selling, we prioritised visibility and set up message flows that encouraged users to enquire directly through DMs.
That shift changed everything. Instagram went from a passive brand touchpoint to a reliable sales and engagement tool.
Results
Instagram became an actual asset, not just a placeholder. The feed gained structure and purpose. Content flowed consistently, and the audience started responding with intent 🙌
✨ Reels consistently pulled in 10,000+ views
✨ Static posts grew from 20–30 likes to 100+, with peaks hitting 200+
✨ DMs turned from silence into real product enquiries 💬
For the first time, Lavingia had a working sales funnel on social. The brand was no longer just being seen. It was being asked about, engaged with, and purchased from.
By the time the website launched, the audience was already active and ready to convert. This project laid the groundwork for everything that followed 🚀
