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.
Editors' Picks
Sponsored by
More on Independents
The Latest
CrimeOct 01, 2026
Police Looking for 4 Suspects in $600K Smash-and-Grab RobberyDubai Jewelers in Springfield, Virginia, was once again the target of an armed robbery.
SurveysOct 01, 2026
Rolex Ranks Among Most Recommended Brands in US, Survey Says YouGov’s 2026 U.S. Most Recommended Brands report’s out, and a fast-fashion giant is sitting at No. 1 while Rolex is just shy of the top 5.
SourcingOct 01, 2026
Columbia Gem House Opens ‘Cutting Toward Change’ FundraiserProceeds from its jewelry raffle will benefit an organization working in India to combat silicosis, a lung disease affecting stone cutters.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
TrendsOct 01, 2026
Carolina Hurricanes’ Championship Ring Reveals Hidden Hockey Puck PendantThe rings, crafted by Jason of Beverly Hills, celebrate the hockey team’s Stanley Cup win with design elements that honor its traditions.
Weekly QuizSep 25, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsOct 01, 2026
Amanda’s Style File: October’s Color Range This roundup of birthstone jewelry for October features vibrant tourmalines and opals with personality.
SourcingSep 30, 2026
Botswana’s President, De Beers CEO Say Diamond Demand Is RecoveringPresident Duma Boko spoke at back-to-back events in the city last week, touting Botswana’s stability and the diamond “bounceback.”
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
CollectionsSep 30, 2026
Oscar Heyman’s Holiday Book Is ‘A Living Archive’ The catalog showcases 112 new, one-of-a-kind pieces amid highlights from the jeweler’s historic archive.
SourcingSep 30, 2026
Gemfields Posts $98.5M Loss, Writes Down Value of Ruby MineIts Montepuez Ruby Mining operation in Mozambique, which is not yielding enough high-quality rubies, has taken a $125 million hit.
SurveysSep 30, 2026
Consumer Confidence Falls to 12-Year Low in SeptemberThose surveyed were worried about the present and the future, with write-in responses mentioning high oil and gas prices.
Events & AwardsSep 30, 2026
Jewelers of America, JA New York to Host Networking EventThe event will take place on the evening of Oct. 26 in New York City.
AuctionsSep 29, 2026
Dionne Warwick’s Jewelry Goes Up for AuctionOnline bidding is open now for Julien’s sale of items owned by the “Walk On By” singer, whose final album comes out this fall.
Events & AwardsSep 29, 2026
Matt Stuller to Receive 2027 Gem Award for Lifetime AchievementThe founder and executive chairman of Stuller Inc. is being honored for his impact on the jewelry industry at the 25th annual Gem Awards.
ColumnistsSep 29, 2026
Your Holiday Marketing Has a Bridal Blind SpotDecember is the most popular month to propose, and jewelers need to keep that in mind when planning their holiday marketing.
AuctionsSep 29, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s collection of cat jewelry and other objects is going up for auction Wednesday.
CollectionsSep 28, 2026
De Beers London Drops Water-Inspired High Jewelry Collection“Vibrations” features several firsts for De Beers’ high jewelry, including the use of chalcedony and diamonds sourced from artisanal miners.
CollectionsSep 28, 2026
Jessica McCormack Turns to Classic Motif for New CollectionThe “Bows” collection features three interpretations of the bow motif designed with Georgian and Victorian influences.
Events & AwardsSep 28, 2026
Guy Borenstein, Troy Underwood Among the Professionals Honored at AGS Conclave 2026The American Gem Society recognized industry members, one Guild, and a law enforcement official for their contributions to jewelry.
FinancialsSep 28, 2026
Instappraise, Jewelers Mutual Look to Simplify Jewelry InsuranceThrough a new system integration, customers can now receive instant personal jewelry insurance quotes at the time of appraisal.
WatchesSep 25, 2026
Smaller Rolex Watches Showing Strength on Secondary Market, Data ShowsFive of the 10 fastest-appreciating Rolex models on Bob’s Watches were Datejust 31 or Lady Datejust watches.
MajorsSep 25, 2026
Sherwood Family Buys Back Daniel’s Jewelers from Private EquityThe Sherwood family and AJS Creations CEO Tejas Shah purchased the jewelry chain back from Palladium Equity Partners.
Lab-GrownSep 25, 2026
Brilliant Earth Collabs with Elizabeth Taylor Estate on Jewelry Collection“The Elizabeth Taylor Collection” uses lab-grown diamonds and gemstones in contemporary designs inspired by the icon.
TrendsSep 25, 2026
A Peek at Taylor Swift’s Game-Day DiamondsThe artist wore Dana Rebecca Designs’ marquise diamond-set gold hoops at the Chiefs game last Sunday. Now they’re our Piece of the Week.
CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
