I had to make a decision today that I genuinely did not want to make.

@hardjewelry

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Hard Jewelryhardjewelry.com

The official Hard Jewelry® website. We offer high quality solid stainless steel & solid .925 sterling jewelry. Free shipping in the USA.

22 videos

Why it worked

The post leverages transparency and authenticity by having the CEO directly address the audience about a difficult decision. This builds trust and community, making the audience more receptive to the news and future product launches.

Summary

The CEO of Hard Jewelry announces the postponement of the 'Back 2 Skull' drop, sale, and restock due to not being ready to deliver 100% quality. A new date is set for August 28th at 6 PM MST, with promises of new pieces, restocks, discounts, and free shipping.

Structure

1Announcement of a difficult decision
2Postponement of the 'Back 2 Skull' drop
3Explanation for the delay (quality, freebies, pre-making)

Original caption

I’ve been thinking about it nonstop because the last thing I ever want is to disappoint the people who support HJ. But I’d rather let you down for one week than let you down with a drop we weren’t 100% ready for. I made the call and I’m sorry. I genuinely believe it’s the right one. Thank you for trusting us. Our Back 2 Skull drop, sale & restock goes live August 28 @ 6PM MST. We’ll make the extra week worth it <3

More from @hardjewelry

Product placement

Hard Jewelry (brand): ACTS - it is the company whose CEO is making an announcement about a product drop. Removing it would change the topic. Hard Jewelry (product drop): ACTS - the video announces a postponed product drop and a new date for it. Removing it would change the topic.

On-screen text

I had to make a decision today that I genuinely did not want to make. I've been pretty messed up about it for the last 24 hours. The last thing I ever want to do is let you guys down. But as CEO, I have to do what's right for Hard Jewelry, even when it sucks balls So I made the call: *Our Back 2 Skull drop, sale & restock is postponed* I'm sorry, but we're simply not ready to give this drop the launch it deserves. This drop we're giving away more freebies than ever, and since we pre-make and ship everything ourselves, getting every order right is our #1 priority. So we need more time to do it 100% right. Because we will NEVER launch just to hit a date or deadline. We launch when it's f**king ready. We always have and always will, because thats what keeps Hard Jewelry, Hard. NEW DATE: BACK 2 SKULL DROP SALE & RESTOCK AUGUST 28 @ 6PM MST We're still dropping 60 new pieces. We're still restocking bangers with 20% off & FREE shipping. Plus all our insane exclusive rewards & freebies too ;) I hope you enjoy <3 Love, Will Velazquez Founder & CEO