Pons Joiers
50 years of craft, finally visible.
Three generations of goldsmiths, working from the same workshop, with the same values. A loyal client base built entirely on trust, word of mouth, and the quality of what comes out of their hands. No social media presence. No particular need for one — until the question became: how does the next generation carry this forward?
That's where the work started.
The Brief
When I began working with Pons Joiers in November 2024, the brief was more about the identity than the content. How do you communicate 50 years of craft to people who've never walked through the door? How does the third generation (Carles Pons) establish himself as a trusted voice without distancing himself from everything his grandfather built?
The answer was already in the workshop. We just needed to show it.
The Approach
Everything was built around one strategic idea: the craft doesn't change. What changes is how you explain it.
Talking head videos are recorded in the shop — deliberately on a phone, not a camera. That's not a budget decision. It's a trust decision. The format signals that this is a real person talking, not a production. In the workshop, a second microphone captures ambient sound — the tools, the materials, the background work — so the viewer feels present in a space most people have walked past without ever knowing existed.
Carles records explainers and reflections on the craft. His father and uncle appear when the story calls for it. I handle the full production: recording, editing, reel covers, and AI-generated product visuals that place their jewellery in context — on a hand, on a wrist, in an environment that matches the brand — without losing the handmade quality that makes it worth showing.
The work in practice
The most significant piece so far is a reel built around the line L'ofici no canvia — the craft doesn't change. The cover carries that line. The caption reads: 50 anys es construeixen amb confiança. Canvia la manera d'explicar-ho. No la manera de fer-ho.
The video shows father and son walking into the shop together, then cuts to the workshop. The father talks about his values and why the craft doesn't need to change. Carles talks about inheriting those values — and about what modernising means when the foundation is already solid.
It reached 30,000 people organically. From an account that started from scratch.
But the number isn't the point. The comments are.
What the audience said
"La meva mare sempre anava a comprar a la teva botiga i nosaltres els seus fills també tenim tota la confiança amb vosaltres."
"Tota la vida hem sigut clients."
"He passat mil vegades per aquí i no sabia que era un taller de joiers. M'alegro de saber-ho."
"Família que creix amb amor per el que fa, sempre amb dedicació, honestidad i molta bondat."
"Sou grans professionals i bones persones."
These aren't comments about a video. They're comments about a family. The content worked because it was true — and because it was made to feel that way.
The Result
Pons Joiers started from zero. Within months, their content was consistently reaching three to four times their follower count. The 30k reel was organic. No paid promotion.
More importantly: people walk into the shop and say we saw you on Instagram. Families whose parents were customers for decades have reconnected. And when people see Carles on the street, they recognise him — not as an influencer, but as the person from the videos. The real one.
That's what the content was built to do. It's working.
Carles is building towards being the reference voice for craft jewellery in his area — someone people follow because what he says is worth listening to.
"Has understood from the beginning that our challenge wasn't about social media — it was about how to communicate who we are without losing what we've built over 50 years.
He knows how to find the story that's already there and make it visible. Since we started working together, people walk into the shop and say they saw us on Instagram. Families who've been coming for generations have reconnected. He’s helped us explain our legacy."
— Carles Pons, 3rd generation Pons Joiers
Get in Touch
If your business has been here longer than social media has existed — and you're not sure how to talk about it without losing what makes it yours, let’s talk.