Instagram to Follow: Aurélie Bidermann

The French designer doesn’t rely on her jewelry to create a killer feed

When I scout for cool Instagram accounts in the jewelry world, I typically find beautiful, well-curated feeds that showcase a brand’s jewelry while interspersing a few fun pop culture and behind-the-scenes snapshots. But the jewelry, in almost every case, is the focus of the majority of posts.

Not so with Aurélie Bidermann’s Instagram. The French jewelry designer features her line on Instagram, but her brand’s feed is even heavier on pop culture fodder—both vintage and current—that often has nothing to do with jewelry. The result is a collection of images that feels more like a glossy magazine than a brand Instagram feed. 

Here are a few ways you can cop the designer’s Insta-style:


Borrow from the greats
We all know that high-quality photography is key to gaining an audience on Instagram. But that doesn’t mean that photo you post has to an original. The brand often posts vintage jewelry and style imagery—like this one from legendary Vogue photographer Irving Penn. 


Be a prop stylist
The above jewelry would look gorgeous on a white or wooden table. But it looks a thousand times cooler when semi-covering a great photo of the designer herself. Challenge yourself to think outside the box when it comes to backdrops for your pieces. There are already millions of photos of rings on fingers on Instagram. How will you stand out?


Go for the unexpected
Like this pink cat on top of a purple-tressed woman. Aim to post photos that will be shared for reasons that transcend window shopping. 


Inspire whimsy
Selling jewelry is selling a dream—and inspiration or aspiration. So posting images that speak to romance, whimsy, magic, and other dizzying states of mind is always a good idea. 



Humor us
Friday is a great day to let your hair down and post something funny and irreverent from your brand on social media. It’s become a tradition for Aurélie Bidermann, and millions of others, on Instagram.


Think viral
If you see an image online that you absolutely love, share it with your followers. It doesn’t matter if it’s related to jewelry—social marketing is 100 percent about delighting people. And what’s more delightful then a young Demi Moore blowing a big bubble with some serious attitude?

(Photos courtesy of @AurélieBidermann)

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JCK Senior Editor

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