Why We Told This Beauty Brand in Bern to Wait

A few months ago, an aesthetic brand reached out to us.

They wanted an “all-around” social media presence — Instagram, TikTok, the works. Their clients were online. They assessed and booked treatments based on how the brand positioned itself.

In beauty, unlike other industries, there’s no margin for trial and error. If your branding, your content, your look doesn’t convince, you lose customers — fast. Every post, every story, every Reel carries weight.

We dove into the conversation. The founder wanted a luxury presence, the kind that radiates elegance, sophistication, and trust. But there was a catch: he was only willing to invest the bare minimum because social media was still a “risk” in his eyes.

We assessed the situation, and it became clear. This wasn’t going to work. Not if he wanted to maintain the image he envisioned. Not if he wanted his social media to actually convert clients.

So we did something most agencies wouldn’t dare: we told him no.

We offered a very generous startup package, but we also recommended he do nothing on his socials — not with us, not with anyone else — until he was ready to invest properly.

Why? Because bad social media is worse than no social media.

It’s easy to think posting anything is better than nothing. It’s easy to chase “visibility” or “followers.” But in sectors like beauty, social media is credibility. It’s your reputation on display. The wrong positioning, the cheap-looking content, the inconsistent brand image — it doesn’t just fail to attract clients, it repels them.

We told him exactly that: “Launching now, with what you’re willing to invest, will cost you far more than you think. You’ll risk positioning yourself as an amateur in front of clients who judge you instantly.”

The twist? He thanked us.

He appreciated our honesty, our willingness to put quality over quantity. He realized that a smart “no” today could save thousands of lost bookings tomorrow.

At JKV Studio, this is exactly what we stand behind. We believe in quality over quantity, always. “Better done than perfect” applies in most business areas — but not in social media. In this space, mistakes aren’t just mistakes: they’re lost clients.

The lesson is simple: if you’re not ready to do social media properly, don’t do it at all. Wait. Prepare. Invest. Because when your brand is on display, every post is a promise — and every broken promise costs more than you think.