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
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Weekly QuizJan 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
MajorsJan 22, 2026
Lugano Diamonds Finds a BuyerInvestment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
SourcingJan 22, 2026
De Beers To Release ‘A Diamond Is Forever’ BookIt explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.
MajorsJan 22, 2026
Swarovski Appoints New North America PresidentRetail veteran Sindhu Culas has stepped into the role.
MajorsJan 22, 2026
Stuller Names New Chief Merchandising, Marketing, Sales OfficerTaylor Burgess, who has been at Stuller since 2013, was promoted to the newly created role.
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s NextWas 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.
EditorsJan 21, 2026
6 Jewelry Designers Poised to Have a Breakout Year in 2026Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.
SourcingJan 21, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
CrimeJan 21, 2026
4 Men Charged in $1.7M California Smash-and-Grab Jewelry Store RobberyPlus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.
CollectionsJan 21, 2026
Bulgari Weaves New Collection of ‘Vimini’ Creations“Vimini” is the first chapter of the “Bulgari Eternal” collection that merges archival pieces with modern creations.
Events & AwardsJan 21, 2026
Jewelers Mutual’s ‘Conversations’ Retreat Returns to Discuss AIThe third edition will be held in Half Moon Bay, California, in April.
Events & AwardsJan 20, 2026
These Are the 5 Finalists for the David Yurman Gem Awards GrantThe grant is in its first year and was created to recognize an exceptional fine jewelry designer whose star is on the rise.
ColumnistsJan 20, 2026
First-Party Data Is the Most Valuable Asset Jewelers Have in 2026Data built on trust, not tracking, will be key to success going forward, as the era of “borrowed attention” ends, Emmanuel Raheb writes.
MajorsJan 20, 2026
Borsheims Hires New Assistant Facilities ManagerHeath Yarges brings two decades of experience to the role.
EditorsJan 16, 2026
Remembering Pete Yantzer for His Contributions and His Kindness Pete’s boundless curiosity extended beyond diamond cut and he was always eager to share his knowledge with others, no matter the topic.
FinancialsJan 16, 2026
Richemont’s Jewelry Brands Shine in Q3Cartier, Van Cleef & Arpels, Buccellati, and Vhernier had another successful holiday season, Richemont reported this week.
TrendsJan 16, 2026
Diane Lane's Brooch Buzzes at the 2026 Golden GlobesOur Piece of the Week is Lagos’ “Bee” brooch that was seen on the red carpet for the first time on Sunday.
CrimeJan 15, 2026
D.C. Rapper ‘Taliban Glizzy’ Sentenced to 18+ Years for Jewelry Store RobberiesTrevor Jonathan Wright led a crew in a string of armed robberies targeting South Asian-owned jewelry stores on the East Coast.
Events & AwardsJan 15, 2026
Jewelers of Americas’ ‘20 Under 40’ Nominations Now OpenThe program recognizes rising professionals in the jewelry industry.
Events & AwardsJan 15, 2026
Registration for JCK Las Vegas 2026 Is Now OpenA new lifestyle section and a watch showcase have been added to this year’s event.
TrendsJan 15, 2026
Don’t Double-Dip With This Golden ChipAvocados From Mexico is celebrating those who love to double-dip in game day guacamole with a 14-karat yellow gold tortilla chip necklace.
