Instagram is the virtual catwalk, and Emily Jaury is making the most of it. She regularly posts her outfit photos and at the same time promotes local brands sold at her e-commerce site, Love and Flair.
“I could track my social media influence by checking how many of the items I wear get sold on the site. Most of the time, I can see positive impact within 24 hours,” says the Business Administration graduate from University of Southern California.
Emily is one of Instagram’s early adopters. She started using the photo-sharing platform shortly after its launch in 2010. Her breakout moment happened last July. Emily went on a vacation to Santorini, and brought a selection of summer-ready outfits from Love and Flair to snap outfit photos with the famed pastel cliff houses as backdrop.
“That picture was reposted so many times in just one day. That made me realise just how fast a picture can go viral,” the 22-year-old says.
An interesting fact behind Emily’s 40,000 followers-strong Instagram is that the photos are taken with her iPhone (now iPhone 7), unlike many other influencers who rely on high-tech cameras. Like many other social media stars, though, Emily has a faithful “Instagram boyfriend” who takes her outfit photos.
“But when it comes down to it, I usually just ask anyone around, from waiters to strangers, and direct them on the preferred angle to take the shot. Pretty shameless, but hey, anything for a good photo, right?” she laughs.
Taking good photos alone are no longer enough to stay on top of the social media game. With added features like Instagram Stories, influencers like Emily are expected to provide real-time updates for their followers. Luckily, she has gotten hooked by the new feature.
“It’s easier to talk and share about what’s on my mind through Stories. In response, my followers would send me direct messages and we’ll chat. Or else, they would come to see me in one of Love and Flair events and ask for styling tips. That way, I can build a relationship with my followers.”
The effort is worth it because social media is a growing extension of Emily’s day job as a fashion entrepreneur. She shares the process of running a startup with her followers, while growing the business organically.
“I get to create a community of girls who support one another, and show them that it’s possible for girls to run their own companies,” Emily says. Case in point is her friendship with fellow Instagram influencer Olivia Lazuardy, who stocks clothes from her label Calla Atelier at Love and Flair.
When they met at the Prestige shoot, the two caught up excitedly and their natural chemistry showed when they had to share a frame. Beyond pretty pictures and new bonds made on social media, online hatred is a reality to the influencers. Emily admits that she gets hate comments and “trolls” on her account.
“There’s always going to be an anonymous account that leaves inappropriate comments. It’s easiest to just press delete and block when it happens. Don’t let it affect you,” she says.
With a strong vision to grow her social media presence, Emily leaves out a few things from her Instagram account. Her relationship is one. Although she occasionally shares photos of Adhi Rekso Sosrodjojo, her boyfriend of six years, Emily is very careful not to spill personal details.
“I don’t hide it, but I tend to be more selective in posting about my relationship. I think relationships last longer when you don’t air your dirty laundry in public.”
As a fashion entrepreneur, Emily doesn’t rely solely on social media as her long-term career plan. “I’m generally a pessimist and I think it’s always good to have a backup plan,” she says.
No wonder that besides leading a team of 18 at Love and Flair, Emily also runs her personal fashion label, Suki. The label, now sold at Love and Flair and Sogo Plaza Senayan, shows her penchant for quirky things through easy silhouettes and unique patterns. The ambitious fashionpreneur also plans to launch more ready-to-wear labels and a beauty and men’s departments on Love and Flair later this year.
The full feature has been published in Prestige February 2017, The Love Issue. Click here to purchase.
Outfit: No 21 from Jade Boutique
Jewellery: Cartier from Time International
Photography: Denny Tjan
Styling: Koko Namara
Hair: Ade Ragil
Location: Keraton at The Plaza