Understand guests from around the world
The Gold Souk jeweller that best understands customers from around the world: the staff have met customers from across the globe and understand different countries’ tastes, sizes and gifting customs.
Xiaoyi Jewellery · Dubai Gold Souk · Instagram content proposal
Know the people. Remember the shop.
The Gold Souk welcomes customers from all over the world every day, but which shop they walk into is often a matter of chance. We suggest creating an Instagram account for your shop with a recurring cast, so customers can “get to know” the shop and its people before they arrive.
About 3/4 character comedy + 1/4 light business content. English-led stories, made without interrupting the shop.
Meet the account ↓
1. The shop’s personality (who this account is)
A Gold Souk jeweller that understands its guests
Every piece has a person behind it
Behind every piece of jewellery is a person: a proposal, an anniversary, a gift for Mum or a reward for yourself—jewellery naturally connects to stories.
Expertise without stiffness
Professional without being stiff: explain clearly, avoid the sales pitch and help people choose as a friend would.
Rooted in Dubai
A sense of place in Dubai: everyday life in the Gold Souk and the old town, with many languages mixed together.
Recurring cast (shared across all series): Layla (an experienced shop assistant who reads people and occasions), Arjun (an enthusiastic colleague), Dana (a newcomer who often misreads the occasion), and Faisal (a regular with many rules and a big heart). The owner can occasionally appear to give professional explanations, but the account does not revolve around the owner personally.
Layla
An experienced member of the team who reads people and situations.
Character details
Arjun
An enthusiastic colleague.
Character details
Dana
The trainee who sometimes reads the occasion wrong.
Character details
Faisal
A thoughtful regular with a rule for every occasion.
Character detailsLayla
An experienced member of the team who reads people and situations.
Clear advice without deciding for the customer. She brings gifting back to what the recipient actually likes.
The same cast connects all three series. The humour comes from misunderstandings and good intentions, without imitating accents or treating a character’s preference as a national trait.
Back to the shop’s personalityArjun
An enthusiastic colleague.
He asks before helping. He can misread a situation too, and his enthusiasm creates its own comedy.
The same cast connects all three series. The humour comes from misunderstandings and good intentions, without imitating accents or treating a character’s preference as a national trait.
Back to the shop’s personalityDana
The trainee who sometimes reads the occasion wrong.
She knows the process and is learning the room. Her tablet’s templates are often one step ahead of her.
The same cast connects all three series. The humour comes from misunderstandings and good intentions, without imitating accents or treating a character’s preference as a national trait.
Back to the shop’s personalityFaisal
A thoughtful regular with a rule for every occasion.
He prepares carefully for gifts and invitations. Friends tell him to relax; his checklist keeps growing.
The same cast connects all three series. The humour comes from misunderstandings and good intentions, without imitating accents or treating a character’s preference as a national trait.
Back to the shop’s personalityDana learns the room
Right Celebration, Wrong Hat
Dana brings a birthday hat to a promotion party, then puts it on her new tablet to celebrate its own “promotion”.
Ask the person before gifting
He Can Come. His Empty Hands Cannot
Layla says no gifts. Faisal wraps her invitation and brings it back as a gift.
Ask the person before gifting
He Understood Nothing and Felt Everything
Arjun understands none of a family voice note, yet its warmth makes him want to call his mother.
The first guess goes wrong
Goodbye Was Said. The List Was Not Done
Faisal turns a goodbye into a checklist. The more his friends help, the harder it is to leave.
Accounts to learn from
Borrow the structure and timing. Tell our own stories.
Evry Jewels
Account type: jewellery-counter sketches
What to learn: a familiar counter, short exchanges and a final reversal. Let viewers guess before the last line changes the meaning.
Another example, the necklace-return sketch: 9,057,785 views and 154,081 likes (YouTube, 12 October 2026).
Open that representative work