This Jewelry Book Teaches Brands to Scale

IndependentsNov 11, 2021

This Jewelry Book Teaches Brands to Scale

“The Desired Brand Effect” by Tracy Matthews advises on everything from sales to brand awareness.

A new book, “The Desired Brand Effect: Stand Out in a Saturated Market with a Timeless Jewelry Brand,” provides holistic guidance to jewelry companies looking to grow and expand.
New York—A new jewelry book promises to help jewelry designers scale up their businesses.

“The Desired Brand Effect” by Tracy Matthews is a how-to guide for selling online and growing brand awareness.

Matthews is a jewelry designer with decades of experience who has also built a career helping creatives tackle the business side of their careers.

She is the founder of jewelry business accelerator Flourish & Thrive Academy, which has advised hundreds of designers on Matthews’ trademarked The Desired Brand Effect system.

“The Desired Brand Effect: Stand Out in a Saturated Market with a Timeless Jewelry Brand” delivers Matthews’ expertise in book form.

“I wrote this book to help jewelry makers identify and solve the problems that they were experiencing in their business,” said Matthews in a press release.

“At different points, a business owner will come against roadblocks that prevent them from moving forward or create burnout. The result is complete overwhelm for business owners, low profit margins, and stress. When someone is so close to their problems, it's hard to see the solution. Enter the Desired Brand Effect.”

Matthews developed her strategy for success the hard way, through experiencing problems and failures as she started to scale her jewelry design business.

Her methodology helped her overcome bankruptcy and burnout and inspired her to create the Flourish & Thrive Academy in 2012.

“The Desired Brand Effect” offers holistic guidance to jewelry entrepreneurs.

It covers creating product desire through language and emotion, choosing a jewelry genre, and developing a signature style. Part of Matthews’ process entails envisioning a dream client and understanding the psychology of buying.

It moves on to merchandising know-how, developing cohesive brand assets, and pricing for wholesale and retail.

The book also delves into marketing and social media, plus fostering and nurturing relationships with buyers, clients, manufacturing partners, and employees.

Lastly, Matthews advises on scaling one’s business and reaching big goals.

Matthews added, “For start-ups, the Desired Brand Effect will help set a strong foundation for organic growth. For established business owners, the Desired Brand Effect will help them expand their audience to continually grow their sales with repeat customers and referrals so that they are the ‘go-to’ brand. For business owners ready to scale, this book will help create the structure, systems and support needed to reach big goals for longevity at scale.”

“The Desired Brand Effect: Stand Out in a Saturated Market with a Timeless Jewelry Brand” is available now on Amazon in paperback and on Kindle.

For more information, visit, or contact Matthews directly at

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