Stoned Crystals Overcomes Lockdown on Instagram

Stoned Crystals Overcomes Lockdown on Instagram

From Bricks to Clicks: How The Aussie Lifestyle Brand Turned Instagram Into a $180k Income Stream


As businesses struggle to find footing in a rapidly changing retail climate, Melbourne-based homewares brand, Stoned Crystals, has found a profitable way to recreate the traditional shopping experience online and increase sales by +134% since the temporary closure of their flagship store. 


Crediting Instagram's live broadcast functionality, the image and video streaming app is responsible for delivering a monthly return in excess of $180k for the brand by merging offline and online selling mechanics in a fully immersive, digital environment.


Aptly named Stoned Crystals Live Sales, the online events are conducted tri-weekly and structured by product category and focus. Providing a virtual in-store customer experience, the face-to-face broadcasts have become a significant hub for crystal related news, lifestyle tips, styling tutorials, range previews, consulting, and selling.


"Live-streamed broadcasts are the closest thing we have to face-to-face selling in a physically disconnected world," said Ashley Bellino, founder of Stoned Crystals. "When done correctly, it can serve as a profitable income stream and allow brands to cultivate a digital ecosystem specific to their customers' needs."


First conceptualised in 2017 and later refined to accommodate the imposed lockdowns, the success of Stoned Crystals Live Sales is attributed to a synergistic mix of purposeful merchandising, entertaining content, smart selling cues, engaging discussions, value-driven promotions, memorable hosts, and practice.


"In a way, Instagram has transformed into something more intimate," said Ashley. "Customers want to see what happens behind the scenes; they want to be part of a brand's narrative and they want to know they're cared for well beyond the transaction."


Passionate about helping other small businesses thrive, Ashley recommends the following tips in order to develop a profitable revenue stream using Instagram Live:


  1. Make the move onlineconsistency across platforms is key
  2. Develop a planknow what you're going to say and how you're going to say it
  3. Recreate the offline, onlineit's all about the visuals 
  4. Brand each streamcustomers like structure  
  5. Introduce a selling mechaniccreate a purchasing identifier
  6. Develop a connectionfoster an interactive environment
  7. Timing is everythinglet your customers determine run times
  8. Marketing is your friendpromote your streams 2-4 weeks in advance
  9. Make mistakesit humanises your brand
  10. Have funthis is your stage

Founded in 2015, Stoned Crystals is Australia's leading home décor, crystal styling and wellness brand specialising in premium, ethically-sourced gemstones from around the world. Including the laser-cut Black Hex (Obsidian), Chevronica (Amethyst), Love Triangle (Rose Quartz), Captain Jack (Pyrite) and Clear Boy (Clear Quartz), the brand's inaugural Geo Gems Collection has been a popular choice for Australians seeking to create a wellbeing space in the home or office.


To learn more about Stoned Crystals, including their live sales, please visit