Oakland, Calif.–based boutique Esqueleto is the innovative brainchild of jewelry designer Lauren Wolf. And the hip, multibrand retailer, which also boasts a Los Angeles location, slays it on social media as roundly as it does at the brick-and-mortar level.
The shop’s personality-plus Instagram feed is a collection of brightly lit, enticing photos that showcase product, the people behind its brands, and an alluring sense of place. Together, the images paint a portrait of West Coast refinement with a heaping helping of punk rock panache.
Here are a few key ways the retailer’s earned its massive following (38,800 at press time!) on Instagram.
Image: @shopesqueleto
Image: @shopesqueleto
Recurring Content
Every week the retailer posts an undeniably gorgeous, creatively styled ring stack with the hashtag #stackoftheweek. The luxe-feeling content doesn’t feel sales-y. And the concept has a cool “how to” element, providing fashion fans with ideas for new ways to build collections and wear multiple jewelry pieces.
Image: @shopesqueleto
Image: @shopesqueleto
Retail Invitation
The shop routinely posts pretty photos of its two stores, with warm messages urging fans to pop in and see what’s new. Remember the old sales dictum, “You have to ask for the sale?” In today’s retail climate, you also have to ask them to walk in.
Image: @shopesqueleto
Image: @shopesqueleto
Spotlight on Designers
The retailer hosts its jewelry designers regularly, and every event and trunk show is announced on its Instagram feed, usually the day of (presumably emails and other communiqués on events go out earlier). The invites are casual and fun-feeling—the very opposite of intimidating.
(Top: Outside Esqueleto in the Echo Park neighborhood of Los Angeles; image: @shopesqueleto)
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