January 17, 2021

Jewelry Brand Susan Alexandra Taps Instagram Stories for Sales

Jewelry designer Susan Korn knows a thing or two about selling goods off the Internet. Her jewelry label, Susan Alexandra — a colorful range of enameled bangles, earrings and necklaces — credits the bulk of its following to Instagram.
The three-year-old brand has grown beyond the web to sell at brick-and-mortar shops including Free People, Anthropologie and American Two Shot. All the while, Korn has stuck to her plugged-in roots and has recently begun using Instagram Stories as a mode for flash sales.
Rather than discount product on her web site, Korn lists sale items on Instagram Stories — telling shoppers to use the money transfer app Venmo to pay for merchandise, on a first-come, first-served basis.
“Whoever Venmos me $65 first gets this bracelet,” read a recent dispatch.
Korn said this method has proven more effective than formalized sales channels. “Things sell within an hour or two of having it up, but it can take forever if I put it on sale on my web site. Putting on Instagram Stories, though, it goes right away — there’s an urgency to it,” she explained of the response. Korn said if more than one shopper sends funds on Venmo, they are promptly refunded.
“I want to

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