Shoestring Storytelling

Designers share tips for ways to tell your story that won’t break the bank.

By Terri Wallo Strauss

Becca Aronson—or “Bex,” as she is known—is putting the finishing touches on her latest Facebook post. The jewelry designer and cofounder of New York City–based Adornia, along with her partner, Moran Amir (“Mo”), knows how to engage her customers. Posts that range from “What would youdo if your boyfriend bought you an engagement ring from a Groupon offer” to “Why you should visit Paris” are sprinkledthroughout Adornia’s Facebook page. Sure, there’s the showcasing of the company’s fine jewelry, but Bex and Mo have learned to ask questions, post fashion parodies, and even provide tips on starting a small business. Not only do they use Facebook to build a relationship with their customers, they also use it to tell Adornia’s story, which according to Aronson is “fine jewelry with a personality.”

Social media is a significant part of Adornia’s marketing efforts. Being a ...