How EliyaJewelry keeps its whole name-jewelry catalog on Pinterest

EliyaJewelry makes jewelry that holds a family's story: names, dates, initials and birthstones, engraved onto pieces in silver, gold or rose gold. The grandma bracelet is a good example. It's a bangle that holds up to 20 charms, one engraved name for each grandchild. Mothers get necklaces with their children's names and birthstones, and dads get leather bracelets, dog tags and Figaro chains with the kids' names on them.

The catalog goes well past family pieces. There are Star of David and Chai necklaces, a two-finger name ring that can be engraved in English, Hebrew, Arabic or Russian, guitar pick necklaces, compass pendants engraved with coordinates, and puzzle necklaces that split between two to five friends. The shop has more than 450 active listings and close to 5,800 reviews.

Almost everything the shop sells is made to be given: for a birthday, Mother's Day, a new grandchild, a wedding or an anniversary. Gifts like these tend to be planned ahead, and a lot of that planning happens on Pinterest, where people save ideas long before they order.

The catch is volume. A shop with this many listings, each with several photos, could fill a Pinterest account for months. Making those pins by hand means choosing a photo, writing a title and description that read well away from Etsy, picking a board and posting, one pin at a time. The Etsy titles aren't the natural fit for a pin. They're written for Etsy search, with every phrase a buyer might type, which is the right job for Etsy and the wrong length for a pin. And every new design adds to the pile.

EliyaJewelry connected its Pinterest account to Alura and switched on both automations: Smart Pins and Pin New Listings. Both send pins to the same board, both use tall 2:3 images, and both use text that's "Optimized for Pinterest with AI" rather than the Etsy text as written. The AI writes each pin from the listing, so the metal, the number of names and who the piece is for carry over.

Smart Pins does most of the work. Once a day it tops up the Pin Queue, about ten days ahead, with pins made from the shop's active listings. It ranks listings mostly by their Etsy listing views, so the pieces shoppers already look at on Etsy come up most often. It won't reuse a photo pinned in the last seven days, and it only goes back to photos from the past month when nothing fresher is left. That keeps the board from showing the same picture of the grandma bracelet over and over.

Pin New Listings handles launches. Once a day it picks up listings that went live in the past day and adds them to the queue. The shop lets the automations use several photos per listing, so a new piece goes out as more than one pin, each from a different photo and each with its own wording. The cufflinks and the hidden message necklace both went out this way.

There's no approval step to keep up with. The queue posts on the schedule set in its settings, and a pin only changes if someone edits or deletes it first. Nobody has to remember to pin.

The clearest change is in the words. Each pin gets a short title and a description written for someone browsing, not searching. The grandma bracelet's pin describes a bracelet in gold or silver that "holds up to 20 engraved charms representing grandchildren." The name ring's pin mentions that it can be engraved in several languages.

Here's how a few listings read on Etsy, and as pins. Every pin links back to its Etsy listing, and the board now carries pieces from across the catalog, from cufflinks for grooms to a necklace that hides a message for a couple who live apart. None of these pins needed anyone to sit down and write them.

Let each title do one job. A title that works in Etsy search can be twice as long as one that works on a pin, and both can be right for where they live.

Photograph every piece more than once: on a wrist or a neck, on a plain background, and close up on the engraving. Each photo is another pin, and another way for the same piece to be saved to someone's gift board.