Bebe shared perspectives about how jewellery brands should communicate using social media, and other themes.
1. You occupy quite a unique niche as a content creator for diamonds and jewellery. How did you enter this sphere?
Like many meaningful journeys, mine wasn’t planned. I founded Champagne Gem® in 2011 out of pure fascination and passion. I’ve always been curious about what lies beneath the surface, not just the beauty of a jewel, but the craftsmanship, history, geology and human ingenuity that brought it into existence. When I joined Instagram in 2013, the platform was almost entirely centred around static photography. I took a different approach and began creating videos, something that was far from the norm at the time. Looking back, that became one of the things that set Champagne Gem apart from the very beginning.
I also found myself asking different questions. Why is this gemstone extraordinary? What makes this diamond rare? Who designed it? Who cut it? What story does it carry?
That curiosity became an obsession, and eventually a career. Today, Champagne Gem has taken me around the world, from mines and manufacturing facilities to the world’s leading jewellery exhibitions and ateliers. What has never changed is my belief that every exceptional jewel deserves an equally exceptional story.
2. Currently you have over a million followers. What do you feel were the key factors that helped you build such a wide following?
I don’t think there is a secret formula. I’ve simply shown up, consistently, for more than 13 years. Everything I create is original and rooted in my own experiences. I travel the world because I believe jewellery should be experienced, not simply photographed. I want to see how a diamond performs in natural light, how a necklace moves when worn, or how a gemstone changes character from one angle to another. Those are things you can only truly appreciate in person.
I also think people genuinely enjoy learning. Beautiful jewellery may stop someone scrolling but understanding why it’s beautiful is what keeps them coming back. My goal has never been to simply showcase jewellery. It’s to cultivate appreciation for natural diamonds, coloured gemstones, and the extraordinary craftsmanship behind them.
Above all, I’ve never chased trends. I’ve stayed true to my niche, remained consistent, and trusted that authenticity and originality would find the right audience over time.
3. In an industry that stresses Transparency and Authenticity, how do social media creators build trust among their followers?
Trust isn’t built through one post. It’s built through years of consistency. I’ve always believed that credibility comes from experience. I only speak about jewellery I’ve personally seen, worn or studied. My audience knows they’re seeing my genuine perspective, not a script. Equally important is having clear editorial standards. I don’t feel the need to feature everything I see. If a jewel appears on Champagne Gem, it’s because it genuinely fascinated me and I believe it’s worth sharing with my audience.
Whether I’m working with a heritage Maison, an independent designer or a diamond manufacturer, my approach remains the same. I’m there to understand, ask questions and tell the story honestly. People are remarkably perceptive. They can recognise genuine fascination, and they can recognise when something feels manufactured. I think that’s why authenticity continues to matter.
4. How important is storytelling in making an impact through social media? Can you share a couple of interesting examples?
For me, storytelling is everything. Jewellery is emotional. It always has been. A 20-carat diamond is impressive but knowing it formed deep within the Earth more than a billion years ago transforms the way we see it. An emerald becomes more fascinating when you understand the geological conditions that created its colour. A high jewellery necklace becomes unforgettable when you appreciate the hundreds of hours of craftsmanship behind it. One example is my recent work exploring the ORIGIN programme by De Beers Group. Rather than simply presenting a beautiful natural diamond, I invited people to discover its journey, where it was found, its estimated age, and how modern technology allows us to connect with its story.
Another example is when I feature historical jewels or exceptional high jewellery. Instead of focusing solely on carat weights, I talk about design, movement, balance, light and the ideas that inspired the piece. Those are often the conversations that resonate most deeply because people remember stories long after they’ve forgotten specifications.
5. What is the interconnection between social media and jewellery trends? How does one influence the other?
Social media has changed how quickly ideas travel, but I don’t think it creates timelessness. Exceptional craftsmanship has always endured. What social media does exceptionally well is introduce people to designs they may never have discovered otherwise. A rare gemstone, an unusual diamond cut or a remarkable high jewellery creation can now inspire someone on the other side of the world within seconds.
We’ve recently seen renewed appreciation for old mine diamonds, antique cuts and coloured gemstones. These aren’t new discoveries. They’re rediscoveries. I believe the strongest trends aren’t driven by algorithms. They’re driven by beauty, craftsmanship and authenticity, and social media simply gives those qualities a global stage.
6. Please suggest the three most important steps that diamond and jewellery companies
should take to expand their reach on social media.
First, educate before you sell: People are naturally curious. Share the craftsmanship, explain the gemstones, introduce the people behind the creations, and invite your audience into your world.
Second, invest in original content: Jewellery deserves to be experienced. Show movement, scale, light and personality. Authentic content created specifically for your brand will always be more compelling than content that feels generic.
Finally, think beyond products and create experiences :Show people what it feels like to wear a diamond ring. Let them see how an emerald necklace rests on the neckline or how a ruby comes alive in natural light. Invite them to experience the emotion, the craftsmanship and the story behind the jewel.
People don’t fall in love with jewellery because they’re told to buy it. They fall in love because someone helped them see what makes it extraordinary.
7. During your recent visit to India, you had an opportunity to visit the BDB. Can you share your impressions of the world’s largest functional diamond bourse?
Visiting the Bharat Diamond Bourse was genuinely one of the highlights of my time in India. Its scale is extraordinary, but what stayed with me wasn’t the size. It was the people. Walking through the Bourse, meeting diamantaires, manufacturers and traders, I was reminded that every polished diamond begins with thousands of individual decisions, immense expertise and generations of knowledge.
India plays an extraordinary role in the natural diamond industry, not only through manufacturing but through the craftsmanship and precision that elevate each stone to its full potential. The visit gave me an even deeper appreciation for the people behind the diamonds. As someone who spends so much time sharing the beauty of finished jewels, it was incredibly rewarding to witness another important chapter of their journey.