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
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
Weekly QuizJan 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
ColumnistsJan 28, 2026
Peter Smith: Setting the Next Generation Up for SuccessIn his new column, Smith advises playing to your successor's strengths and resisting the urge to become a backseat driver.
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.
SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in JanuaryThe index fell to its lowest level since May 2014 amid concerns about the present and the future.
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales SlipThe brands’ high jewelry collections performed especially well last year despite a challenging environment.
CollectionsJan 27, 2026
De Beers London, GemFair Debut New Collection Highlighting Artisanal DiamondsThe collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.
SourcingJan 27, 2026
GemGuide Launches Pricing for Montana SapphiresThe initial charts are for blue, teal, and green material, each grouped into three charts categorized as good, fine, and extra fine.
TechnologyJan 27, 2026
Clientbook Launches Appointment Booking ToolThe new tool can assign the appropriate associate based on the client or appointment type and automate personalized text message follow-ups.
SourcingJan 26, 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.
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
MajorsJan 26, 2026
BIJC Names 5 New Board MembersThe new members’ skills span communications, business development, advocacy, and industry leadership.
CollectionsJan 26, 2026
Tiffany & Co. Celebrates 189 Years of Love StoriesThe jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.
GradingJan 26, 2026
DCA Updates Colored Gemstone CourseThe new features include interactive flashcards and scenario-based roleplay with AI tools.
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.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
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.
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.
