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January 12, 2022

Meet the CEO Who’s Rethinking Wellness and Superfoods on Instagram

BY: Instagram Business Team

San Francisco, CA

It all started with one single product: the original turmeric latte blend. In 2017, Trinity Mouzon Wofford (@trinitymouzon) reflected upon her experience as a consumer in the wellness industry and realized something was off.

“[I] was feeling sort of caught between this crunchy-granola stuff I'd grown up with and this next wave of offerings that felt really prestige,” Trinity says. She went on to cofound health and beauty brand Golde (@golde) from a one-bedroom apartment in Brooklyn. Her goal? To make wellness and superfoods more accessible to all!

image of Trinity Mouzon Wofford

Now CEO of the business, Trinity is sharing Golde’s journey from small business to superfood sensation with over 100,000 followers on Instagram. “Instagram has been a foundational tool for us in building brand love and awareness,” she says. “So many of our customers discover us for the first time either from stumbling upon a @golde post or seeing us tagged in a friend or trusted expert's stories. It's such a great platform to share our message and our story with the world.”

Read on to hear more insights from Trinity about how Instagram helped Golde grow.

What’s your advice for small businesses that are just getting started on their Instagram journey?

Don't get too caught up in the numbers or having a big following. It took us years to get our first 10K followers, but even before then we had this really great, super-engaged group that loved to keep up-to-date with us. Use Instagram as a tool to tell your honest business story, and let your community naturally develop around that.

The Golde team gives you a behind-the-scenes look at their highest-performing Instagram content.

For you personally, what’s the most rewarding part of being on Instagram?

Instagram is an awesome feedback tool. We can quickly pulse thousands of our community members with a poll in Stories or see what types of posts are getting more engagement. That community data helps us to keep building more products and experiences that our customers are excited about.

If you could go back in time to the first day you launched Golde’s Instagram account, what advice would you give yourself, knowing what you know now?

Don't be afraid to put your face out there! People love to know who's behind their favorite brands, and it deepens their level of support.

Trinity explains how Golde tags products in Reels and Stories.

What’s next for you and Golde?

We're definitely excited for more growth. We have this great audience of people who know and love our brand, but there are so many people who haven't had the chance to discover us yet. In 2022 we're focused on finding more opportunities to get Golde into the world.

Looking for more inspiration? Learn from small businesses who were born on Instagram: jewelry label Beepy Bella, design studio Dowel Jones, beauty brand Megababe, creative community The Editorial Nail, Brazil-based eyewear company Estilo 4 Olhos and London’s first cactus and succulent boutique PRICK.

BY: Instagram Business Team

San Francisco, CA