H&F
H&F

Hemlock & Fern on social

A look at how the brand carries into a feed, posts, stories and reels. Same world as the storefront, built for the scroll after dark.

Black Gold White Emerald Fraunces + Jost
01 · The profile

A feed that reads as one curated garden

Product, atmosphere and type tiles alternate in a steady checkerboard so the grid looks composed, not posted at random. Gold rings, one monogram avatar, five saved highlights.

9:41
hemlockandfern ●
H&F
248posts
61.4kfollowers
112following
Hemlock & Fern
Plant shop · Clothing & home
Botanical goods after dark. Plants, velvet and candlelight for the home that keeps its curtains drawn. Potted by hand, shipped in moss and paper.
hemlockandfern.shop
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Grid rhythm

Reading across, every third tile is a type tile (a quote, a care note, a collection launch), with product and interior shots filling the rest. The diagonal of gold type keeps the grid feeling designed while the photography stays moody and consistent.

The small icons mark which posts open as a carousel and which play as a reel, the same way a visitor would see them before tapping.

02 · Single posts

Three posts, three jobs to do

A new arrival to sell, a care carousel to teach, and a reel cover to set the mood. Each carries the same voice and the same gold and emerald palette.

H&F
hemlockandfern
The Greenhouse
Emerald velvet midi dress
1,284 likes
hemlockandfern New in. The Emerald Velvet Midi, cut to pool like candlelight and made for the long dark evenings. A small run, potted plants sold separately.
#HemlockAndFern #VelvetSeason #DarkCottagecore #GothicGarden
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mossandmoth stop it, adding to cart right now
2 hours ago
New arrival post
H&F
hemlockandfern
Plant care
Hands potting a plant into a black pot with a gold trowel
1/3
2,907 likes
hemlockandfern Repotting 101. Swipe for the three steps we use on every new arrival. Peat free mix, a clean black pot, and room for roots to wander.
#HouseplantClub #PlantCare #HemlockAndFern
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Yesterday
Plant care carousel
Dark room with trailing plants and gold candlelight for a Night Garden reel
Reels
New collection

The Night Garden

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1.8k
hemlockandfern
The Night Garden, after dark. Sound on for the quietest room in the shop.
Original audio · Hemlock & Fern
Reel cover
03 · Stories

Vertical moments that shop and ask

One story drives to a product with a tappable link, the other invites a reply with a poll. Both keep the dark ground and the gold accents.

Emerald velvet dress and gold jewellery for a new in story
H&F
hemlockandfern
2h
Just landed

New in

Emerald Velvet Midi
Emerald Velvet Midi
$168
Product
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Story · New in + link sticker
Split of emerald velvet and black lace for a poll story
H&F
hemlockandfern
5h
Velvet or lace?
Velvet
Lace
58%42%
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Story · Poll sticker
Why stories

Stories do the quick work: a link sticker turns a glance into a visit, and a poll turns a scroll into a reply. Both are easy to produce weekly from the same photo library the feed uses.

04 · Brand on social

A short guide to sounding like us

The voice, the tags, the pillars and a gentle weekly rhythm, so anyone posting stays on brand.

Voice · three sample captions
Plant drop

The fern that asks for shade is the one that stays. New Moonfern, potted by hand and ready for your dimmest corner.

Clothing

Velvet weather has arrived. Our emerald midi drapes like candlelight and layers over everything you already own.

Ritual

Sunday is for slow repotting. Fresh peat free mix, a clean black pot, and a cup of something warm within reach.

House rules: warm and plain spoken, no dashes, no emojis, one idea per caption. Lead with the plant or the piece, not the discount.

Hashtag set
#HemlockAndFern#BotanicalGoodsAfterDark #DarkCottagecore#GothicGarden #HouseplantClub#VelvetSeason #ApothecaryHome#MoodyInteriors #PlantsOfInstagram#SlowLiving #DarkAcademiaHome#NightGarden

Lead with two brand tags, then four to eight reach tags chosen for the post. Keep the first comment for tags if the caption runs long.

Content pillars
Plants
Houseplants, rare finds, potting and care in action.
Wear
Velvet, lace and layered gold. On the hanger and styled.
Home
Candles, apothecary and textiles for the low lit room.
Rituals and care
Candle lighting, slow Sundays, care notes and tips.
Behind the scenes
The greenhouse, the makers and orders packed in moss.
Posting cadence
Feed posts4 per week
Reels2 per week
Stories5 to 7 per week
Carousels1 care set per week

Post in the evening when the light is low and the feed slows down. Keep one pillar per day so the grid never leans too hard on sales.

05 · Beyond the feed

The same world as Pinterest pins

Vertical, saveable and search friendly. The reels and interiors double as pins with a title and a shop label.

Night garden interior pinSave
StylingBuild a night garden corner
Flat lay of plant, candle and jewellery pinSave
Shop the lookFive things, one dark shelf
Lighting a candle pinSave
RitualsAn evening candle ritual
Behind the scenes shop shelf pinSave
Behind the scenesInside the greenhouse