Instagram rebuild for a Dubai jewellery atelier

Niobim Jewellery Atelier is a Dubai-based boutique brand making handmade jewellery for high-income clients, held back by an inconsistent Instagram presence and visuals that did not match the product. Encore rebuilt the profile, tested more than 10 advertising hypotheses and lifted reach by 560%.

Client: Niobim
Industry: Fashion, retail & licensing
Services: Marketing, PR & Media

Results

What it delivered

+560%Reach increase following the visual and targeting overhaul

+30%Follower growth with relevant, high-intent audiences
3.6%CTR, against a regional benchmark of about 2.4%
10+Paid advertising hypotheses tested
Best-performing segment: women 25–45 with interests in luxury travel, fine jewellery, watches, yachting and golf

The brief

Before Encore's involvement the brand had an inconsistent Instagram presence, visuals that did not reflect the luxury nature of the product, no segmentation within a nuanced luxury audience, few meaningful enquiries, slow organic growth with low engagement signals and no structured content strategy. It needed a high-end digital presence and a data-driven way to reach high-intent UAE luxury consumers.

Approach

What we did

Rebuilt the Instagram presence: refined editorial aesthetic direction, updated layout and highlight system, curated product photography with consistent tone, and an optimised bio and profile framing with trust-building elements.
Created a two-profile architecture: a main account as luxury showcase and a secondary account for personal, intimate brand storytelling.
Analysed engagement patterns and the correlation between content type and user retention, finding that the audience responded strongest to story-driven visuals, limited collections and cultural moments such as Ramadan campaigns.
Tested more than 10 paid advertising hypotheses across luxury interest clusters (fine jewellery, watches, yachting, golf), premium lifestyle communities, segmented female audiences aged 25–45, expat and local demographics, and seasonal behaviour patterns.
Ran formats including static luxury photography, close-up craftsmanship shots, editorial short-form video and limited-edition announcement creatives.
Optimised campaigns for profile visits, high-intent engagement, conversion-oriented CTR and luxury audience filtering rather than volume.
Built content pillars covering jewellery craftsmanship, luxury lifestyle, behind-the-scenes atelier storytelling, seasonal drops, limited collections and cultural narratives such as Ramadan editions.