How a Jewelry Brand Built $6M DTC Business on Instagram
Lumière Jewels • Jewelry & Accessories
Project Overview
Lumière Jewels, a handcrafted jewelry brand selling through local markets, transformed into a $6M DTC powerhouse on Instagram. Through styling Reels, influencer gifting, and Instagram Shopping, we helped them build a luxury brand that ships to 28 countries.
Campaign Timeline
Month 1: Brand & Store Setup
Instagram aesthetic, product photography, shop setup
+30K followersMonth 2-3: Influencer Seeding
300 influencer gifts sent, styling Reels launched
+250K followersMonth 4-5: Revenue Scale
Shopping optimization, celebrity features, international shipping
+340K followers, $6M revenueThe Challenge
Lumière Jewels was stuck in local market sales with no digital presence:
- Revenue capped at $80K/year from weekend craft markets
- No online store or social media presence
- Handmade production limiting scale — couldn't afford to waste marketing budget
- Competing against Mejuri, Ana Luisa, and fast-fashion jewelry
- Luxury positioning required premium brand perception they hadn't built
Our Solution
We built a luxury DTC brand on Instagram from scratch:
Styling Reels
Daily outfit-jewelry pairing Reels showing versatile styling
Influencer Gifting
Sent pieces to 300+ fashion micro-influencers for organic features
Instagram Shopping
Full product catalog with seamless in-app checkout
Behind-the-Craft
Handmaking process videos creating emotional connection and justifying price
The Results
Instagram turned Lumière from craft market vendor to international luxury brand:
“I was selling at farmers markets making $1,500 a weekend. Viraluxx put my jewelry on Instagram and within 5 months we're doing $1M+ per month. I still handmake every piece — but now the world knows about it.”
