The brand
Diosa Forever makes wooden handbags. A genuinely novel product in a category that rarely produces one, sold direct to consumer, almost entirely through Instagram and their own site.
The situation
The full range was already manufactured. The account was already posting. It had been stuck at 100 followers.
The diagnosis
The problem was not frequency and it was not engagement. It was that the products had been made but never launched. Bags appeared on the feed with no order, no sequence, and no moment. Nothing arrived. Things just showed up.
For a brand whose entire proposition is visual and unfamiliar, a feed with no structure gives a first-time visitor nothing to understand.
The idea
I pitched the CEO a launch system: every bag gets a nine-post look.
Nine images per product, shot and paired so that they compose as a block on the grid. Each launch lands as a designed unit rather than a scatter of posts. The profile stops being an archive and becomes the storefront, because the grid itself is the thing a new visitor actually sees.
He backed it and I built it.
What I ran
- Production. Organised and directed the model shoots that produced the imagery. There were no existing assets to work with.
- Naming. Named the new bags coming to market.
- Copy. Wrote the product descriptions, and the content for the company website.
- Site. Managed the WordPress build.
- Sales. Answered 100+ inbound Instagram DMs asking for prices and availability. The account stopped being a follower count and became an inbound channel.
Phase two
The nine-post system had a defined endpoint. Once the full range was launched, the account moved to its second mode: a luxury aesthetic built to hold the brand rather than sell a specific product.
I built that direction before I left. They ran it for a long time afterwards.
The growth engine
In my final month, Diosa took a booth at a college event. The founder fell ill the morning of, and I ran it.
Six people. Rather than staffing everyone behind the table, I split the team against three different jobs:
- Two roaming the venue, pitching the page and converting people to follows on the spot
- Two working the neighbouring booths
- Two on the stall, including me, converting foot traffic and selling
The decision underneath it: a booth is usually treated as a place to sell product. I treated it as an acquisition channel for the online asset and put a third of the team purely against follower growth.
The account went in at 600 and came out at 900+.
A 50% lift in 48 hours, plus bags sold off the display.
The result
- 100 → 900+in four months
- The event
- +300 in 48 hoursa 50% lift, over a third of total growth
- Inbound
- 100+DM sales inquiries, handled personally
- Longevity
- Launch system and luxury direction both ran on after I left
The account no longer exists. Diosa later repositioned from handbags to women’s apparel and the handle was lost.