By selling the image of an aesthetically gorgeous girl about town, who wears glittering gold chains and hooped earrings to brunch, Fiona Fitzsimons successfully built her e-commerce jewellery business. Fitzsimons, who employs five people, used Facebook and Instagram as her bread and butter marketing channels to target women aged between 24- 45 with disposable income. Her brand, Betty and Biddy, which she describes as stylish, chic and affordable, has more than 58,000 likes on Facebook and 86,000 followers on Instagram. For a decade, Fitzsimons was able to grow her following by running reach campaigns on Facebook and Instagram and converting…

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