02 September 2022

The first Instagram ad: a Michael Kors lady's watch

The app wasn’t always flooded with ads to the point of nauseating its users, as explained in the fascinating recent Arte documentary Instagram: the vanity fair. In April 2012, when Mark Zuckerberg bought Instagram for $1 billion, it had 25 million users and no ads. It still wasn’t turning a profit – in fact it was losing money! Eighteen months later, the day the app passed the 150-million user mark, Mark Zuckerberg imposed advertising to make his purchase profitable. At first, there was only one advertiser and one ad per day! The first to go for it, in November 2013, was Michael Kors promoting a lady’s watch. The brand’s account then gained nearly 34,000 followers in 18 hours. The rest is history…

Most popular articles

Botter's small car jewelry

Botter, the Dutch creative duo made up of Lisi Herrebrugh and Rushemy Botter have turned colorful little cars into jewelry.

Responsible, recycled or mined gold, who’s using what?

In this issue we offer a non-exhaustive overview of pieces heralding these new jewelry values.

"Fly me to the moon" – Noor Fares' Wing Shop

On “Wing Shop” the new e-shop of Noor Fares, you can entirely customize the “Fly Me to the Moon” earrings.

Rouvenat returns!

The positive values initiated by Léon Rouvenat, almost two centuries on, are modernized.


During the conference organized by the jeweler L’Or du Monde (pioneers in the use of recycled gold), the Systext association painted an apocalyptic picture...

Barrie x Goossens, cashmere medals

Barrie ans Goossens have pooled their expertise: Barrie, famous for its cashmeres, and Goossens, known for its antique-style golden couture jewelry.