I met Stephanie Dahl during a meeting in London with the members of The WWClub – a platform for working women around the world. I immediately loved her smile AND the jewellery she was wearing. A former US Vogue alumna and web coordinator at Maison Martin Margiela, Stephanie created Felice Dahl, a beautiful jewellery brand a little bit more than one year ago.
We met again, a couple of months after at Ole & Steele – a lovely coffee shop offering Scandinavian pastries in London – to talk about how her past career experiences helped her build Felice Dahl, how to work with bloggers and Instagram.
How her past experiences informed the direction of her brand…
A lot of this was subconscious but I suppose working at Vogue magazine, I saw a more editorial style. I think I still keep that in mind when I am styling but I am also very aware of what is wearable, what people wear on a daily basis and how you can mix outfits together in a way that is a little bit more daring but not that editorial that it could become ridiculous.
For Margiela, I was working in digital there and that definitely helped set up my structure when I started building Felice Dahl and how I should approach and grow my brand through social media.
On digital and traditional marketing…
Most of my customers have found me through social media. So I think that really shows how much it can help. With traditional media it’s more talking at a potential customer or reader rather than interacting with them.  Also, personally when I read a magazine, I flip through it a few times and then it ends up being recycled or left on the airplane whereas, on social media if someone wears the pieces multiple times you’re more likely to come across more than when you saw it in the magazine. So I think in that sense social media have a more consistent presence and it is really helpful in terms of connecting with potential buyers.
On starting on Instagram…
Social media is at the center of Felice Dahl because that’s what I was trained in. It was a nice place to start and for me it was also a great way to find people who would really like the product or people I could create a great discussion with.
When I started the Instagram and the brand, I don’t think I posted any picture of me for a really long time because I thought I would strictly do a brand Instagram so I focused on the jewellery rather than myself. But then I noticed that when I started putting pictures of myself I had more likes and interactions. It is something I can relate to because when I look at another brand, it is more the person that I connect to rather than just the product.
website: www.felicedahl.com
Instagram: @felice_dahl
Twitter: @felice_dahl
Facebook: Felice Dahl
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Great article.
Thankyou very much such a valuable article helped me alot.
All of your tips and suggestions are quite helpful!
Great insights! Building a jewelry brand on Instagram sounds exciting!