MashBlur

The best advice brands get about branding via social media is to "be yourself" and "show a human side to your brand." Few small businesses do these things better than Dannijo, a high-end jewelry line founded by sisters Jodie Snyder Morel and Danielle Snyder. They founded the brand in 2008, after a life of tinkering and crafting with their dad's medical tools, which inspired the brand's industrial chic look.
The rise of the visual web has been a blessing for the sisters, whose colorful baubles and statement pieces pop on platforms like Instagram (77,000 followers) and Pinterest (9,000 followers), and even Twitter, thanks to its visual "Twitter Cards." Their website even features a shoppable Instagram gallery powered by Olapic, and customers who interact with user pics on the site are 3x more likely to convert, showing the power of social media and user-generated content.

The designers have accrued a massive social audience both as a brand and individuals, and they use social media to sell the brand by embodying a lifestyle. The sisters live a glamorous life — hobnobbing with supermodel friends, partnering on a special collection with their friend Rashida Jones, popping down to Art Basel and appearing at Bergdorf Goodman. Jodie and Danni capture all of these moments — as well as red-carpet shots of celebs donning Dannijo — to craft a social presence that is inspiring and FOMO-inducing. They key is that they incorporate their wares into nearly every shot, without seeming like shameless self-promoters. Part of that is thanks to their creative execution — Instagrammers "like" beautiful executions, so they don't mind overt product placement if the look is styled and the image is particularly well done.

When we do dainty, we #PileItOn. #earparty #finebydannijones NOW @ http://t.co/JhmD61TiOz cc @iamrashidajones pic.twitter.com/eCC0QnztVp
— DANNIJO (@DANNIJO) November 20, 2013

"We're really cognizant of the fact that the different platforms bring different experiences to the customer," says Danielle. Image-focused Instagram is the sisters' go-to platform for "when we're trying to showcase the styling of something, or a color palette or anything that you would want to see in a magazine."
One of the strongest elements of Dannijo's social presence across platforms is its use of hashtags, which help to foster conversation and infuse the social profiles with the sisters' personality, while also establishing the personality of the brand itself. A few of their favorites:

• #sistersister — for sisterly moments, like when they're traveling to Toronto or hitting up Art Basel
• #armparty — a wrist shot, chock-full of bracelets and bangles
• #putabibonit — for their trademark bibs
• Occasion-specific hashtags, like #BaselingHard and #DANNIJOatHolts, and a hashtag for every product, such as #EmmyCuff and #KeiraNecklace
  Watch the video above to hear the sisters Dannijo explain how they've built their social following and what they credit their success to.