Jewellers on Instagram: answer every "how much is this?" and book the design appointment
For an independent jeweller, Instagram is the gallery. A ring you posted on Tuesday gets saved a few hundred times and the DMs start: how much is this, can you do it in white gold, what if I don't know her ring size, could you make something like this with my grandmother's diamond, do you do repairs? You are at the bench with a piercing saw, or with a couple at the counter choosing a stone. An AI agent can answer from a short studio note, give "from" prices and lead times, explain sizing and book a design or sizing appointment. Quotes for bespoke work, stones, valuations and payments stay with you. This playbook shows how to set it up and keep it discreet.
Why jewellery DMs need care
Jewellery enquiries are often personal. Someone planning a proposal does not want the wrong person to see the conversation, someone remodelling an inherited ring is thinking about a family member, and someone asking about a repair may be anxious about a piece that means a lot. The reply needs to be warm, quick and discreet.
They also involve real money. A bespoke engagement ring can cost more than many people spend on anything except a car. Customers want to know roughly what they are getting into before they book an appointment. A clear "from" price, a lead time and a simple next step make them comfortable. A firm quote is your job, after you know the stone, the metal and the design.
Prices, metals and stones
Give the agent "from" prices for the pieces you post most, the metals you work in and the price difference between them. Metal prices move, so tell it to say that the final price is confirmed when you quote. For bespoke work, give it a starting point, such as "bespoke engagement rings usually start from £1,800", so customers know whether to book a consultation.
Stones are where the agent should stop. Questions about a diamond's grade, a certificate, whether a stone is natural or lab-grown, or what a customer's own stone is worth all go to you. The agent can explain what you offer, but it should never describe or value a stone it has only seen in a photo.
What customers ask on Instagram
- How much is the ring in your last post?
- Can you make it in platinum instead of yellow gold?
- I don't know her ring size, what do I do?
- Could you reset my grandmother's diamond into a new ring?
- How long does a bespoke engagement ring take?
- Do you do repairs, my chain has snapped?
- Can you tell me what this ring is worth? (with a photo)
An example conversation
This illustration shows a proposal enquiry turning into a design appointment. Names, prices and details are examples.
| Who | Message |
|---|---|
| Daniel | Hi, how much is the oval solitaire in your last post? Planning to propose in the summer, so please keep it quiet! |
| AI agent | Hi Daniel, I'm the studio's AI agent and Isla reads every chat. Congratulations in advance, and this chat stays between us. That ring is from £2,400 in 18ct yellow gold with a 0.7ct lab-grown oval. Platinum adds about £350. It takes around four to six weeks to make. |
| Daniel | Great. I don't know her size though. |
| AI agent | That's very common. You can borrow a ring she wears on that finger and bring it in, or we make the ring to a best guess and resize it once after the proposal at no charge. Would you like a design appointment with Isla to talk it through? |
| Daniel | Yes please, a Saturday if possible. |
| AI agent | Isla has Saturday 8 March at 11am or 2pm. Which suits you? I've also told her you're interested in a natural diamond comparison, so she can bring some to show you. |
| Daniel | 11am. And yes, I'd like to see both. |
| Isla | Hi Daniel, Isla here. See you on the 8th. I'll have a few ovals ready to compare. |
What the agent answers
- "From" prices for posted pieces, metals and common changes, from your note.
- Lead times for made-to-order and bespoke pieces.
- Ring sizing: how to find a size secretly, and your resizing rule.
- Booking design, sizing and collection appointments into the slots you list.
- Repairs you do: what they usually cost and how long they take, from your note.
- Care, cleaning and what is included, such as boxes and engraving.
What it always hands to you
- Firm quotes for bespoke work, remodelling and anything outside your price list.
- Questions about a stone's grade, certificate, origin or value.
- Valuations, insurance questions and what an old piece is worth.
- Payments, deposits and bank details.
- Complaints, damaged items and anything about a piece already made.
- Wholesale, stockist and press enquiries.
Keep proposals secret
Proposal enquiries are common and delicate. Tell the agent never to tag, mention or message anyone else about a proposal, never to post or comment about it, and to keep reminders in the same private chat. If a customer asks you to avoid a certain day or name, it should pass that to you. A short "this chat stays between us" at the start is reassuring, and you make sure it is true.
The Instagram limits that matter here
| Limit | Spaces limit per Instagram account |
|---|---|
| Messages | Up to 150 a day |
| Gap between messages | At least 15 seconds |
| New conversations you start | 10 an hour, 100 a day |
Instagram only lets you message someone who has not replied inside its messaging window, so replies in existing chats work best.
Set it up in an afternoon
- Write a studio note: "from" prices for your common pieces, metals and their price differences, lead times, your sizing and resizing rules, repairs, appointment slots and the topics that always come to you. There is an example below.
- Connect the studio's Instagram account in Spaces. You sign in to Instagram through a secure link and approve the connection.
- Connect your AI agent using the steps on our agents page. Chat apps such as Claude or ChatGPT reply when you ask them in a chat, so for replies around the clock use an always-on agent such as Claude Code, Codex, OpenClaw or Hermes. Give it the studio note. Spaces does not connect to shop or booking systems, so you take payments and orders as usual.
- Check your message requests folder. Many first-time buyers do not follow you, so their DMs can land there.
- Decide when the agent answers. Couples and proposal planners often message late at night, so many jewellers let it reply then. If you want it quiet at certain times, tell it in its notes or pause sending.
- Ask your AI agent to hold replies as drafts for the first week, and nothing goes out until you approve it. Once the answers read the way you would write them, switch drafts off for the everyday questions.
- After a month, read the handed-over chats and add any answer you keep giving, such as engraving prices, to the note.
A sample studio note
Prices, lead times and the sizing rule do most of the work. Here is the shape of one, with example details.
STUDIO: Isla Rae Jewellery, 3 Silver Street. By appointment Tue to Sat.
PRICES (say "from", Isla confirms when she quotes):
- Oval solitaire, 18ct yellow gold, 0.7ct lab-grown: from £2,400.
- Platinum instead of gold: add about £350.
- Wedding bands from £450 (gold), £650 (platinum).
- Bespoke engagement rings usually from £1,800.
Metal prices move, so final prices are confirmed in the quote.
LEAD TIMES: made to order 4 to 6 weeks. Bespoke 8 to 10 weeks.
SIZING: bring a ring she wears, or we make to a best guess and resize
once for free after the proposal.
REPAIRS: chain repairs from £25, ring resizing from £40, 1 to 2 weeks.
APPOINTMENTS: design 60 minutes. Sat 11am, Sat 2pm, Thu 5pm.
DISCRETION: never mention a proposal to anyone else. Keep reminders
in the same chat.
ALWAYS TO ISLA: bespoke quotes, stones, certificates, valuations,
payments, complaints, damage, wholesale, press.Photos of heirlooms and "what is this worth?"
People often send a photo of an inherited ring and ask whether it can be remodelled, or what it is worth. The agent can read the photo and describe the style warmly, but it should not guess the metal, the stone or the value. Those need you, a loupe and often a proper valuation.
A good reply says that Isla would love to see it in person, offers a design appointment, and asks the customer to bring the piece with them. That keeps a sentimental conversation in safe hands and turns it into a booked visit.
Security and payments
A jeweller's studio holds valuable stock, and some messages are not what they seem. Tell the agent never to share when the studio is empty, which stock is on the premises, or details of other customers' orders. It should also never send bank details or take payments. You send invoices and payment links yourself, which protects customers from anyone copying your account to ask for money.
If a message feels odd, such as someone pushing to collect a piece for another person or to pay in an unusual way, the agent should hand it over and say nothing more.
Common mistakes jewellers make
- Letting the agent give firm prices for bespoke work. Always "from", with you quoting.
- Letting it comment on stones or values from a photo.
- Forgetting message requests, where first-time buyers' DMs often wait.
- Sending bank details or taking deposits in a chat run by an AI agent.
- DMing everyone who saved a ring post. Instagram limits messages to people who have not written to you.
Who you message
In short
For an independent jeweller, an AI agent on Instagram answers prices, lead times, sizing and repairs discreetly and books the design appointment. Bespoke quotes, stones, valuations and payments always stay with you.
Write the studio note, keep proposals private and check message requests. Spaces paces every message and keeps the account inside safe limits, but no tool can promise Instagram will never restrict an account, so keep the agent to customers who message you first.
Pricing
FAQ
Can the agent give prices for bespoke rings?
It can give a "from" price and explain what changes the cost. The firm quote comes from you after a design appointment, once you know the stone, metal and design.
What does it say about diamonds?
It can explain what you offer, such as natural and lab-grown stones, from your note. Questions about a particular stone's grade, certificate or value go to you.
Can it value a ring from a photo?
No. It describes the piece warmly, offers an appointment and asks the customer to bring it in. A value needs you, the piece in hand and often a proper valuation.
Will it keep proposal enquiries private?
Tell it to, in its note. It replies only in the private chat, never mentions the proposal to anyone else and never posts or comments about it.
Can it book appointments?
Yes, into the slots you list. It offers a couple of times and books the one the customer picks, and you add it to your diary.
Can it take deposits for orders?
It should not send bank details or take payments. You send invoices or payment links yourself, which protects customers from fake payment requests.
Does it reply to comments on my posts?
Spaces can reply to Instagram comments and, when Instagram allows it, send the commenter a private reply in DMs. For jewellery, a short "sent you a message" reply keeps prices out of public view.
Can I still reply from the Instagram app?
Yes. When you reply in a chat, the agent stays out of it until you hand it back.