What I Learned About Social Media, Teens, and My Handmade Jewelry Brand

When I started our social media journey to build our brand, I thought I had it all figured out. Coming from a consulting background, I naturally approached content the way I’d approach a professional presentation: polished, educational posts explaining each stone’s meaning, sharing mindfulness tips, and highlighting family values. I spent hours perfecting every detail, crafting posts like tiny PowerPoint masterpieces.

And then… crickets. Most of my posts didn’t even reach 50 views. Not a single like—except from friends.

Meanwhile, my son posted a TikTok he recorded in five minutes. No polish, no fancy edits—just showing our table display at the market and asking for advice. That video got 290 views and 13 likes. Another teen on our content creator team had similar results. They didn’t overthink or try to teach anything—they simply documented what they saw.

The biggest surprise? My husband randomly posted a raw YouTube video of our family wearing the bracelets. Messy background, unpolished, nothing staged. And it got 2,400 views—way more than anything I had meticulously crafted.

That’s when it hit me: authentic, simple content connects far more than polished, teaching-style posts.

This journey has been a huge learning experience for me. I realize now that the teen content team is teaching me as much as I’m trying to teach them. I had been pushing them to master advanced skills too early. Now, I let them observe, document, and learn at their own pace, which feels healthier for them—and for me. Two are in high school, one in middle school, so I don’t have to stress over perfection.

The takeaway? Let content be real. Let teens explore naturally. And remember: viral moments often come from the unexpected.

I’m embracing this approach as I continue building Pure Zenstone—and enjoying watching my teen team grow alongside the brand while teaching me along the way.