Building a luxury gifting brand's Instagram from 15 followers to 29K+ views in one month.
Taking @tablescapestudio.dxb from near zero to a steady content engine: brand voice, content pillars, reel strategy and a campaign calendar for a founder-led luxury gifting brand in Dubai.
The situation
A beautiful brand with almost no digital presence.
When I started working with Tablescape Studio, the account had 15–20 followers. Two or three introductory posts (founder-led product images) and nothing else. No content strategy, no defined brand voice, no posting consistency.
The brand itself was strong: a luxury bespoke gifting and experiential catering studio in Dubai with a distinct warm boho-luxe aesthetic. The gap was between the experience in person and how it looked online. Closing that gap was the job.
What I did
Sole creative director and social media manager: strategy, content, shoot direction, execution.
Brand voice and identity
Defined the tone, caption style, and visual language: intimate, founder-led, aspirational but never salesy.
Content pillars and calendar
Built a Notion-based content calendar with structured pillars: gifting, BTS, founder stories, seasonal campaigns, and product storytelling.
Reels-first strategy
Pushed founder-in-motion openers on every Reel, the format that drove 21K of 29K total views and reached 74.5% non-followers.
Campaign-led execution
Ideated and executed content around Teej, Rakhi, and corporate gifting, tying seasonal moments to the brand's luxury positioning.
Shoot direction and ideation
Directed what to shoot, how to frame it, and what stories to tell, working directly with the founder on every piece of content.
Caption writing
Wrote every caption in one voice: specific, warm and story-led, written to be saved and shared.
The results
From a near-silent account to steady growth.
Key learnings
Three lessons from building it from scratch.
- The founder is the content. The "Meet the Founder" reel was the top post at 3.7K views, ahead of every product-only post. People wanted to see who was behind the gifts.
- Reels bring in new people. 21K of the 29K views came from Reels. Posts and stories keep existing followers engaged, but Reels are how strangers find the account.
- Posting every week adds up. Nine straight weeks of posting, and the baseline went up each week. An account that posts once a month barely gets seen.
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