We make the Instagram posts, carousels and reels for a Kashmiri pashmina brand. This is how the feed is put together.
Last updated 14 October 2026
A hand-embroidered pashmina shawl is not an impulse buy. Before paying, a buyer wants to know three things: is it real pashmina, why does it cost this much, and will it suit me.
The usual product photo, a shawl on a model against a plain wall, answers none of them. So we did not treat the feed as a catalogue. We gave each kind of post one job.
"5 mistakes people make when buying pashmina"
Swipe posts that teach a buyer how to judge a shawl: do not buy the cheapest one, do not trust a "cashmere" label, ask about authenticity, do not pick trend over craft. The brand appears on the last slide, after the reader has learned something. A second carousel helps with choosing a colour: ivory, deep emerald or charcoal.
"Why does one shawl take 6 months?"
Weaving that takes weeks, then months of embroidery thread by thread, then inspection. The carousel ends on "Luxury isn't made faster" and points to the Pashminari link. The cost stops being a number and becomes a number of hours.
"Every weave belongs in a gallery."
Single images that put the shawl in a palace corridor, a gallery, a stepwell, a salt flat, a library, the desert. One short line per image. The shawl is always the reason the picture exists, never a prop.
Beyond posts, we also make the reels, including "Can a ₹50,000 shawl pass this test?", a festive "Tilla Edit" campaign for the wedding season, and the story highlights for each embroidery craft: Kani, Kalamkari, Aari and needlework.