A primer on using social media’s most jewelry-friendly marketing toolJewelry retailers depend on beautiful images—in catalogs and direct-mail flyers, on websites and, increasingly, on social media platforms—to grow their revenue. Among the various social sites, Instagram in particular seems tailor-made for the jewelry industry, with its simple format, focus on images over text, and filters that can make a picture look ethereal, bold, or anywhere in between. But the type of image that makes someone stop and take a second look is different on Instagram from, say, a glossy print ad. A head-on view of a jewel photographed in a lightbox against a white background simply isn’t going to cut it on the mobile app, no matter how striking the piece.  Some Insta-Basics “Pure white backgrounds generally are photos that say, ‘Hey, I’m trying to sell you this,’?” says