ColumnistsNov 10, 2021
The Smart Lab: 5 Marketing Mistakes to Avoid This Holiday SeasonIndependentsNov 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 desiredbrandeffect.com, or contact Matthews directly at tracy@tracymatthews.com.
Related stories will be right here …
“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 desiredbrandeffect.com, or contact Matthews directly at tracy@tracymatthews.com.
More on Independents
The Latest
EditorsNov 22, 2024
Out & About: Inside the CD Peacock MansionStep inside the nearly 21,000-square-foot suburban Chicago jewelry store with Editor-in-Chief Michelle Graff.
CollectionsNov 22, 2024
Piece of the Week: Xander Jane’s ‘Spiked’ Pearl StudsThese punk-inspired earrings from the new Canadian brand’s debut collection reveal the alter ego of the classic pearl.
SourcingNov 22, 2024
Facets of Fire Expands to Include Pear, Marquise DiamondsThe company brings its nanotechnology to two new fancy cuts for diamonds that feature its signature color and brilliance.
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
Supplier BulletinNov 21, 2024
Tasha R Releases 2025 Labbelle Lab Diamond Jewelry CatalogSponsored by Tasha R
Weekly QuizNov 21, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsNov 21, 2024
Gold Watch Gifted to Titanic Rescue Ship Captain Sells for $2MThree Titanic survivors presented him with the personalized Tiffany & Co. timepiece about a year after the tragedy.
MajorsNov 21, 2024
Harris Jewelry Ordered to Reopen Claims Portal for Refund RequestsA federal court found that the jewelry store chain violated terms of the settlement reached after it was accused of defrauding customers.
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYCThis fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
CollectionsNov 21, 2024
Channel Elphaba in Muse’s ‘Have a Heart x Cynthia Erivo’ CollectionCynthia Erivo chose Dreams of Hope, an organization dedicated to empowering LGBTQA+ youth, as the charity for this year’s collection.
MajorsNov 21, 2024
Rocksbox Opens Pop-Up Store in San FranciscoThe new space was designed to evoke a warm, inviting vibe.
CrimeNov 20, 2024
Sotheby’s to Pay $6.25M Settlement to NY State for Alleged Tax FraudThe auction house was accused of helping clients avoid paying taxes on millions of dollars’ worth of art purchased from 2010 to 2020.
Events & AwardsNov 20, 2024
Kering Debuts New Jewelry Award With Sustainability FocusThe four finalists will present their pieces at the 2025 JCK Las Vegas show.
CollectionsNov 20, 2024
Pamela Love Channels Surrealist Artists in New CollectionThe “Camera Oscura” collection showcases earring designs celebrating female Surrealist artists Claude Cahun and Leonor Fini.
Policies & IssuesNov 20, 2024
Columbia Gem House Raises $10K for Reforestation EffortsThe money will fund the planting of 10,000 trees in critical areas across Oregon, Arizona, Montana, and other regions.
Events & AwardsNov 20, 2024
The Jewelry Symposium Opens Registration, Scholarship ApplicationsThe event centered on advancing jewelry manufacturing technology will return to Detroit in May 2025.
CrimeNov 19, 2024
Woman Killed in Armed Robbery of Sacramento Jewelry StoreLocal reports identified the woman as the wife of the jewelry store owner.
AuctionsNov 19, 2024
‘A Tsar’s Treasure’ Fetches $2.9M at Sotheby’s Jewelry SaleA collection of pieces owned by Ferdinand I, the first king of modern Bulgaria, and his family, blew away estimates in Geneva last week.
MajorsNov 19, 2024
Trove Opens First US Flagship in NYCThe Australian jewelry box brand’s new West Village store will showcase new jewelers each month through its Designer in Residence program.
CollectionsNov 19, 2024
Snoop Dogg’s New Jewelry Collection Is All About Love“Lovechild” was created in partnership with Carolyn Rafaelian’s Metal Alchemist brand.
EditorsNov 18, 2024
Q&A: Helzberg CEO Brad Hampton on the Jeweler’s RebrandHampton discussed how Helzberg is improving the customer experience and why it was inspired by the company formerly known as Dunkin’ Donuts.
Policies & IssuesNov 18, 2024
Reciprocity Jewels Returns to NYC Jewelry WeekThe group will host several curated events and an exhibition of designer jewelry made with Peruvian gold traceable to the miners’ names.
CollectionsNov 18, 2024
Dolly Parton Shines in Collaboration with Kendra ScottThe collection honors the 50th anniversary of Dolly Parton’s “Love is Like a Butterfly” song, which shares a birth year with Kendra Scott.
Events & AwardsNov 18, 2024
IGI Jewelry Design Competition ReturnsThis year’s theme asks designers to take inspiration from classic fairy tales.
EditorsNov 15, 2024
Why Fine Jewelry Belongs at New York Comic ConSenior Editor Lenore Fedow makes the case for why more jewelers should be appealing to nerds at the annual event.
CollectionsNov 15, 2024
Marie Lichtenberg Battles Counterfeits with New ‘Raiz’in Scapular’ DesignsThe latest “Raiz’in” drop showcases a newly designed “Scapular” necklace and donates a portion of the proceeds to Make-A-Wish France.
WatchesNov 15, 2024
Piece of the Week: Citizen’s Commemorative Pocket WatchNo. 1 out of 100, the timepiece was created to mark Citizen’s 100th anniversary and will be auctioned off at Sotheby’s next month.
Recorded WebinarsNov 15, 2024
Watch: 10 Tips to Keep Your Jewelry Store Secure On the latest episode of “My Next Question,” two experts share best practices for store security during the holidays and year-round.
