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Jeweler Tracy Matthews Launches How-To Guide To Build A Thriving Jewelry Business November 23, 2021 (0 comments)


New York, NY—Burned out? Not sure how to cope with all the changes in the industry? Not sure you can grow your business much more?

A new book from renowned jewelry designer, retailer, and entrepreneur Tracy Matthews explains how can jewelers and jewelry-makers can thrive and grow, from the perspective of one who’s been there and done that. The Desired Brand Effect: Stand Out in a Saturated Market with a Timeless Jewelry Brand, is now available for sale on Amazon, in paperback, and on Kindle.  It's an easy-to-read step-by-step guide that offers practical practical applications for jewelers and jewelry-makers looking to scale up. While the concepts might sound like ivory-tower theories on paper, they've all been tried and tested in real-life business, taken from Matthews' own experience.

As founder of jewelry business accelerator Flourish & Thrive Academy, Matthews, now a mentor to other jewelry businesses and a podcast host, has spent the last 25 years building three successful seven-figure businesses. “I wrote this book to help jewelry makers identify and solve the problems that they were experiencing in their business. 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,” she says. 

“I originally developed the methodology to use in my own business, so that I could overcome the problems I was experiencing when my first business started to scale. It helped me overcome bankruptcy, prevent burnout, and re-launch a highly profitable jewelry brand from the inside out. The Desired Brand Effect has been the foundational component of all of our teachings at Flourish & Thrive Academy since 2012, and continues to support thousands of jewelry designers and makers on their business journey.”

In The Desired Brand Effect, Matthews emphasizes the importance of creating desire. She demonstrates how choosing a jewelry genre and design approach guides the development of a collection and signature style. Using client case studies throughout, Matthews applies real world examples for readers, making the book an effective and practical advisory tool. From how to merchandise, to the development of cohesive brand assets, to pricing products for wholesale and retail, topics are addressed in detail and in a very understandable way. 

Part of the creation of desire is envisioning who will wear the product, and The Desired Brand Effect walks the designer through visualizing a dream client, then manifesting him or her into actual buyers. The psychology of buying is addressed and the text provides empathy and understanding between jeweler and client. 

The Desired Brand Effect System also gives practical steps and best practices for in-house marketing, including statistics showcasing what has and hasn’t worked, through Flourish & Thrive academy case studies. Matthews shares ideas for value-added content, how to make email campaigns appealing to prospects, creating brand partnerships, and she gives practical advice for managing social media posts. With a chapter concentrating entirely on sales, The Desired Brand Effect explores sales avenues available to jewelers, addresses sales mindset reframing, body language, and closing, giving readers confidence to be their own best spokesperson. 

The third tier of the Desired Brand Effect System is scaling: from creating a business and financial plan, to developing and documenting systems and automation, the book outlines where to invest time now in order to save time and strategically achieve goals sooner. Promoting industry collaboration, thought leadership, and community, Matthews encourages designers to seek expand and scale, whether with contractors and employees, and gives pragmatic advice on hiring, firing, and plateaus. She also addresses belief systems and mindsets that can hold creatives back, or move them forward. 

To learn more, visit, email or call (347) 281-0571. 

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