We recently connected with SJ Bailey and have shared our conversation below.

SJ, looking forward to hearing all of your stories today. Let’s talk about social media – do you manage your own or do you have someone or a company that handles it for you? Why did you make the choice you did?

I have a background in brand marketing, so I’ve created all of the branding and social media for SJ Bailey Co. myself. My company really is a true reflection of my personal taste, and I love dreaming up what I’m going to share next. Arranging the jewelry for flatlays and content is part of the creative fun. It would definitely save a lot of time if I hired a team to take that on for me, but creating content for my business is one of my favorite parts of what I do.

SJ, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I began making my own jewelry in high school because I was looking for unique pieces that I wasn’t able to find in stores. I decided to take matters into my own hands and make the designs I was dreaming up myself. It started merely as a hobby, but I began to get requests to make jewelry for family and friends, so I ended up creating an Instagram store. From there, SJ Bailey Co. was born!

SJ Bailey Co. is dedicated to creating sophisticated, whimsical jewelry that is timeless. I offer ready-made collection pieces on my website, and I also work with customers on creating custom designs. This can be altering a previous SJ Bailey Co. piece or starting a new design from scratch. I love getting emails from women sharing a dress or an outfit for a special occasion and wanting a unique pair of earrings to match.

I also work with brides on creating earrings for them and their bridesmaids. I’m so honored to have had the opportunity to work with hundreds of brides and get to play a part in making them and their best friends feel lovely on their special day. It is truly the happiest when I get to see the photos from their wedding day and see how the earrings added such a special touch!

Any insights you can share with us about how you built up your social media presence?

Social media can be a tough space for small businesses because people get easily bored, especially by brand accounts. Building a real, loyal following of people who are not just intrigued by what you’re sharing, but actually converting to purchases is a huge challenge.

What I’ve seen in my own experience is that brands who encompass an overarching lifestyle and don’t just aim to post their products and be done have much greater success in engaging with and building a loyal audience.

For SJ Bailey Co., this means trying to create a dreamy, elegant space where people can feel inspired by outfits and interiors, in addition to seeing the jewelry I make. SJ Bailey Co. is trying to tell a brand story with a lifestyle that matches the product. That way, when a customer is purchasing your product, they’re not just buying earrings, they’re buying into a lifestyle.

Another thing I’ve seen is that whatever someone else says about my brand says way more than anything I could ever say. The more your company grows and the more people talk about your products on social channels, it’ll drive traffic back to you.

Can you tell us about what’s worked well for you in terms of growing your clientele?

Honestly, TikTok has been a huge asset in terms of growing my clientele base. TikTok’s algorithm pushes your videos out to people who haven’t heard of your brand and aren’t following you. You have hundreds of times the exposure you would have on other social platforms. I’ve noticed that since creating a TikTok, my sales have nearly tripled. If you’re a brand that’s not on TikTok, it’s never too late to join!

Contact Info:

• Website: sjbaileyco.com
• Instagram: sjbaileyco
• Facebook: sjbaileyco
• Other: TikTok: @sjbaileyco Pinterest: @sjbaileyco