Srishti Sharma
Social strategy, content & copy for D2C brands
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Ever wondered how a designer’s mind works?
“What you saw / what we saw.” Each slide pairs a finished piece with the painting it came from, so the design process becomes the hook.
Result: 70.1Kviews, 934 likes, 142 shares
My Contribution: Strategy, Concept, Designer, Copy
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A social media launch for Shaya by CaratLane’s Matsya collection, built around the idea of navigating life’s waves and emerging stronger. The campaign combined empowering storytelling with product-focused and craftsmanship-led content to drive both brand connection and sales.
# Goal & Impact
Goal: Drive product discovery and conversions for the Matsya collection, while building an empowering narrative around women and the idea of jewellery as a statement of strength and individuality.
What I Did:
1. Set the tone
Used text-led posts to establish the collection’s empowering message.
2. Made the jewellery aspirational
Used flatlays with product details to showcase the pieces and encourage consideration.
3. Added a human touch
Used BTS moments from the shoot to make the campaign feel more personal and real.
4. Showed the making
Created “from sketch to product” and Plique-à-jour enamelling videos to highlight the craftsmanship behind the collection.
5. Built the story through copy
Used captions to bring the Matsya metaphor to life, drawing on the idea of swimming through life’s waves, navigating challenges and emerging stronger on the other side.
The Impact:
1. Best-selling collection
Matsya went on to become the best-selling collection, making the launch a strong commercial success.
2. 8M+ views
Generated 8,041,984 views during the campaign.
3. Reached new audiences
86.6% of views came from non-followers, helping the collection reach beyond the existing audience.
4. Drove 20K profile visits
The campaign generated 20K profile visits, turning awareness into deeper brand exploration.
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A social media launch for Shaya by CaratLane’s Pichwai-inspired jewellery collection, bringing together the art’s rich heritage with a more contemporary, wearable perspective. The project balanced storytelling, craftsmanship, styling and visual aesthetics to make the collection feel both rooted and relevant.
# Goal & The Impact
Goal: Take the collection beyond a product launch by bringing its history, craftsmanship and inspiration into modern styling. The focus was to create content that felt culturally rooted yet relevant, while reaching new audiences and driving them to explore the brand.
# What I Did: Built the content around the story behind the jewellery, while keeping it visually relevant and easy to consume.
1. Brought the craft to life
Spoke to Pichwai artists in Udaipur and turned their insights into a reel to bring the craft and its inspiration to life.
2. Made the story easier to understand
Created educational content around Pichwai art and the motifs that inspired the jewellery, including the lotus, peacock and mukut. This helped people understand what they were wearing and feel more connected to it.
3. Kept the heritage in the visuals
Used monument-inspired backgrounds and aesthetic flatlays to keep the visual language rooted in the history of the craft.
4. Made it easy to style
Added styling tips alongside campaign imagery to show how the jewellery could be worn in different ways and fit into everyday wardrobes.
5. Showed the craftsmanship
Created making-of videos to give audiences a closer look at the craft and the work that goes into each piece.
6. Kept it relevant
Used trend-led carousel formats to make the collection feel relevant to a younger Gen Z and millennial audience.
7. Focused on content pacing
Balanced educational and product-led content with lighter, visually driven reels. This helped keep the feed engaging and gave the audience a visual break without losing the collection story.
# The Impact:
1. Reached 16.9M+ views in 9 days
The collection content generated 16,973,637 views within the first 9 days of launch.
2. Reached beyond the existing audience
93.4% of views came from non-followers, helping the collection reach a much wider audience organically.
3. Drove 36K profile visits
The content translated reach into 36K profile visits, bringing new audiences closer to the brand.
5. Drove 5K bio link taps
The campaign generated 5K bio link taps, taking audiences from social content to the brand's online destination.
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Srishti Sharma
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