Instagram management for the Tezelle bag brand
Tezelle sells French Pourchet and Lancaster bags and matching shoes in Saint Petersburg. Since 15 October we run the brand's social media: Instagram, Telegram and VK. By 5 November 12 topics were published, 3 of them short videos.
The task
The store needed regular posts about its range and new arrivals. The plan for the first period is 18 topics, 5 of them videos, and every topic goes out on three platforms.
The audience is adult and mostly female, so the tone is calm and the talk is about the look. The store organises the shoot with its own camera operator. Scripts, frame selection, editing, texts and publishing are on our side.
Our approach
One topic becomes three different posts. Instagram gets a short caption, Telegram gets the details and links to model cards, and VK gets the description plus the store address on Bolshoy Prospekt.
We studied how the accounts of Lancaster, Polene, Furla and TSUM (a Moscow luxury department store) are run. From them we took short captions and headlines built around a look: "A trend in two pieces", "Burgundy squared", "A black bag. Shape decides everything". Frames alternate between a clean photo, a text card and a collage. We compare captions with each other using a program so the posts do not sound alike.
Facts come from the cards on tezelle.ru, supplier materials and labels: size, material, colour. Names follow one rule, brand in capitals and collection capitalised: POURCHET Tempo, LANCASTER Suède. Before a post goes out we check that the model is in stock on the site.
How the work went
Plan
We laid out the topics through 14 November by date and showed the brand a separate page with the frames and captions for each platform.
First releases
Three posts went out before the shoot: Lancaster, the new Pourchet items and the Tempo bag. We prepared the frames ourselves, and on Instagram they carry an AI-use label.
Shoot
We wrote a brief for the camera operator with a schedule, scenes and shoe pairings. Filming took place outside the store and inside it. Then we went through 4.7 GB of footage, built contact sheets and picked frames for each topic.
Video editing
Vertical 1080x1920 videos, 30 to 34 seconds long, with titles: new POURCHET items in motion, a bag and shoes in one look, the men's line.
Shoes to match the bags
Shoe brands and models were taken from the labels and built into the posts: TAMARIS ankle boots were chosen for the suede LANCASTER Suède, and WONDERS shoes in a matching tone for the burgundy POURCHET Citrouille. The video of 30 October brings together five bags and five pairs of shoes.
Publishing
After a post goes out we check the caption and the number of frames on every platform and save the links. The current schedule is two days of publishing and one day off.
What we delivered
- content plan for 18 topics through 14 November, 5 of them videos
- 12 topics published on Instagram, Telegram and VK
- 9 carousels: three bags at one scale, three looks with LANCASTER Suède, POURCHET Florin, Madison Men, three LANCASTER textures
- 3 vertical videos with editing and titles
- brief for the camera operator and a review of the shoot
- separate captions for each platform with links to the models
Result
By 5 November 12 of the 18 topics were out: 9 carousels and 3 videos, each on Instagram, Telegram and VK. The first posts were built from product photos and prepared frames; now the feed shows looks on a person, shot at the store.
Shoes from the Tezelle range appeared in the posts, and the POURCHET men's line got its own video and a carousel about the Madison Men collection. A shopper sees how a bag looks in the hand and what to wear it with, and can go straight to the model on the site.
- 12topics published by 05.11.2026
- 3platforms for every topic: Instagram, Telegram, VK
- 3short videos published
- 18topics in the plan for the first period, 5 of them videos
- 4.7 GBof shoot footage reviewed