We help independent jewelry brands launch, grow, and scale with our

best-in-class marketing and sales programs, expert industry-specific coaching, and private community.

If you’re a jewelry business owner who…

Wants to launch your business and grow quickly without the painful and costly trial and error
Values your time and wants to see results quickly with step-by-step guidance and mentorship
Is tired of feeling overwhelmed with your never-ending list of to-do’s
Craves accountability to focus on the right activities that will move the needle for growth…

you're going to love it here!

Welcome to
Flourish & Thrive Academy!

I’m Tracy Matthews, jewelry designer, best-selling author, entrepreneur, podcast host, and Chief Visionary Officer of Flourish & Thrive Academy.

I’m OBSESSED with creativity and supporting creative entrepreneurs in business.

If you’re a jewelry designer or maker who wants to go from unknown to wildly successful (whatever that means to you)….you’re in the right place!

I’d Like to Officially Welcome YOU Home!

Our Motto: Community and Collaboration Over Competition

At Flourish & Thrive, we’ve helped more than 10,000 jewelry business owners attract a loyal following of repeat customers, amplify their exposure, and streamline their businesses through my methodology called the Desired Brand Effect.

I even wrote a best selling book based on this methodology called The Desired Brand Effect: Stand Out in a Saturated Market With a Timeless Brand.

I’m guessing you’re here because you love making beautiful jewelry and you want to make a good living doing it. Starting a business made perfect sense…

…until you realized that you had to become a professional marketer to grow your business (and not just make beautiful jewelry). Ugh.

I can totally relate. Over the years, I’ve heard my students share stories of how their jewelry program taught them everything they needed to know about making jewelry but nothing about how to market and sell their designs and actually run a business.

Or if you’re partially self taught like me, you likely started your jewelry line as a hobby and people loved and wanted to buy your work. So, of course, the next right step was starting a business. But there’s so much more to entrepreneurship than just having the desire to make and sell your creations.

That’s where we come in…

We’re here to teach you everything you need to know about running a successful jewelry brand without the expense of going to business school.

"Working with Flourish & Thrive Academy has been like working on a Masters program for my business, but with a support system that is essential for any studio artist that works in solitude."

After being in business for 20+ years, I was burned out and ready to throw in the towel. My creativity had been sucked dry and I had nothing left for my family. Flourish & Thrive is like an MBA for artists. During the year we worked together, I was able to streamline my operation and save over $18,000 a month. I finally feel joy in my business again and can bring that home to my family.

– JENNIFER DAWES, JENNIFER DAWES DESIGN

If you want to...

Wake up to the sweet sound of “cha-ching” as 20 new orders that came into your Shopify store overnight while you slept

Legitimately contribute to the family income and prove to your spouse or partner that your business is not just an expensive hobby

Get top media placement like Oprah’s Favorite Things, In Store Magazine, and The Today Show

Land key wholesale partners like the Sundance Catalog and Uncommon Goods

Win the $7500 Halstead Grant for your business because you learned how to write a business plan

Hire your first (or 10th) team member to help you scale your business because you know how to properly vet, hire, and train them

These are all actual results from real Flourish & Thrive Academy Students!

My team and I are on a mission to help YOU turn YOUR vision of success into a reality!

You might be wondering WHY I care so much about your success.

Well, as a jewelry designer (and maker) with 25+ years of experience building my own independent jewelry brand, I’ve seen and done it all. I’ve sold over $8 million dollars (and counting) of my own jewelry, landed key accounts like Sundance and Anthropologie, sold jewelry in over 350 stores around the world, landed top media placements like The Today Show, In Style, and Entrepreneur, and even had celebrity clients like Reese Witherspoon and Halle Berry.

I also know what it’s like to not feel supported and have an ex-husband who said things like: “If you don’t start making sales soon you’re gonna have to go back to your retail job.”

Our Vision for YOU?

To have the thriving jewelry business, you’ve always dreamed of, on your terms.

That’s exactly why I co-founded Flourish & Thrive Academy with my friend Robin Kramer in 2012. We ran the company together for six years until Robin took her passion for selling wholesale and created her own consulting business.

I am on a mission to help as many jewelry business owners as possible grow and scale brands that are aligned with their vision of success to create financial security and freedom, flexibility, and a sense of purpose doing what they love.

All of our programs are based on my proven methodology called the Desired Brand Effect. The reason why DBE works so well is that it can help you solve complex business problems (and has been put to the test by over 1000 brands to date)..

If you’re ready to GO, check out our programs that are built on the Desired Brand Effect methodology.

Meet

Our Coaches

ANA

ANNABELLE

ANDREA

Andrea Li has been designing jewelry professionally since 2008. She understands the challenges of running a one woman show and the necessity of effective marketing to support your unique passion. She believes that what you do is amazing and should be seen be more people. It can be done without hiring a team but with a commitment to strategy. A small tweak in your marketing efforts that can turn crickets into a crowd, from content marketing to Pinterest and beyond.

CALI

CHELSEA

HorseFeathers Gifts began during the height of the recession when Chelsea Farmer quit her office job and set out on a journey of inspiration, purpose and creativity.

From barn sales to style consultations, the HorseFeathers brand quickly came together – exemplifying heirloom quality at everyday cost.

What started as a small local shop soon bloomed into a national online brand.

As a graduate of the Gemological Institute of America, Chelsea harnessed her education and love for beautiful jewelry, designing beautiful pieces that endured like heirlooms, yet held up to everyday wear.

HorseFeathers Gifts has been featured on FOX News, Martha Stewart and Where Women Create Magazine. Our bohemian designs can be spotted on your favorite TV shows such as Revenge, Big Little Lies, Pretty Little Liars and many more.

DARIAN

DELIA

Delia Folk started her career in the fashion industry by interning at Versace in Men’s Wholesale. After graduation, she worked at Barneys New York on the buying team in Cosmetics, Ready-To-Wear & Jewelry both for full price and off price channels. While working in the buying office, she discovered and nurtured emerging designers, spotted the latest trends and gave insights into a career in the fashion industry. She is a sought-after speaker, having spoken at American Fashion System with ISEM & the Independent Jewelry Summit. She works with brands on a consulting basis.

ERIN

GWYNNE

wynne Rukenbrod Smith is the current executive director of SNAG, the Society of North American Goldsmiths. It is an organization dedicated to the support and advancement of contemporary jewelry and metal artists; memberships include not only goldsmiths but silversmiths, blacksmiths, and metal artists. Gwynne is active on various boards including: the Public Art and Cultural Commission with the city of Ashville, the Arts Business Institute, and the World Craft Council of North America.

JANINE

Janine Just is Chief Connectologist of Janine Just, Inc., a PR and social-savvy startup firm that connects audiences to a brand’s story through one-of-a-kind experiences at the intersection of fashion and tech. Living in New York City nearly 20 years, Just has experience with brands in every tier bringing a broad scope of expertise to her clients. Honing in on a brand’s message to bring bold storytelling techniques to experiential marketing, JJ has worked with major companies including Citigroup, KIND Snacks, Douglas Elliman, Headspace, Deep Eddy Vodka, The Ultimate Cuff, DV Closet, Caravan Stylist Studio and The Pines Foundation, to name a few. Just thrives with tech projects, introducing the world to DV Closet, a virtual wardrobe styling act that gives anyone, anywhere access to booking a professional stylist for all of our fashion woes. She’s also responsible for a spate of memorable local activations including CitiPond in Bryant Park and the Foursquare Battle for Mayorship of Delicatessen with Baratunde Thurston for a Shorty Award.

JULIO

I am a devoted husband, dedicated father, and the Strategic Executive at Copy Identity. Before starting Copy Identity I was a nationally ranked corporate sales manager.

I’ve personally sold $1,000,000’s in products, and managed millions more in inventory. Throughout my years I’ve built and trained teams to sell 10X more all while reducing overhead costs, improving morale, and decreasing turnover.

My passion is to work side-by-side with entrepreneurs. Coaching them through sales, copywriting, funnel strategy, and more.

INTA

KAREN

As a certified StoryBrand Guide, I help market products and services using a story framework. Whether creating a company narrative that attracts and converts more customers, writing copy that compels people to become customers, or crafting stories for social posts, ads or presentations, I can help you clearly and confidently present your products/services in a way that will appeal to buyers.

KATHY

With a gift for the creative and the analytical, Kathy Loewenstern, helps jewelry entrepreneurs craft Facebook Ad campaigns and funnels so they can grow an audience obsessed with their designs and sell more work. She loves planning out the customer journey and creating companion digital ad campaigns that nurture every step of the way. Never one to shy away from a problem or knotty situation, Kathy loves developing innovative techniques, experimenting with new ideas and testing, always testing!

KRISTIN

Kristin Mitsu Shiga is the owner and chief creative officer at ‘Okina Jewelry, a bespoke and limited production jewelry gallery & teaching studio located on the Big Island of Hawai’i. In addition to having her work featured in numerous shows and publications, she has almost three decades of experience selling her jewelry through retail, wholesale, and consignment venues.

Kristin honed her well-rounded skills in many roles within the jewelry industry, from bench jeweler to educator, studio designer, curator & business manager. Some of her specialties include systems development, bookkeeping, writing for your brand, studio setup and production practices. Kristin is excited to support you in getting your new business off the ground, or taking your established business to the next level!

MAISHA

NINA

Nina Cooper is founder and Chief Creative Officer of Nina designs Ltd., a wholesale company that designs and markets jewelry parts. These products include charms, pendants, beads, clasps and findings. With an emphasis on quality, service and creativity, Nina Designs has established itself as a market leader. For over thirty years, Nina has worked hard to help jewelry designers realize their own creative visions. "Creating products to inspire jewelry designers is an ongoing joy. I love knowing that our work at Nina Designs feeds the creative energy of so many talented artists!" Nina is also a committed philanthropist and has funded over $200,000 in microloans for over 500 women artisans in over 30 different countries around the world.

SHERI

Values & Vibes

Our Why

We believe that no designer or maker should ever feel alone. We believe that building a jewelry business or brand shouldn’t require extreme measures or years of trial and error. We believe that when we support each other, everyone wins. We do this because we truly care about your success.

Our Mission

To support designers, makers and retailers in the jewelry industry to build values driven businesses that create financial security, to feel a sense of accomplishment, and to deliver a product they’re proud of.

Our Vision

To be the top-ranking, go-to resource for world class business education and coaching for the jewelry industry.

Our Core Values:

From the beginning, we have operated out of the belief that a rising tide lifts all boats and we are stronger together than individually. We help our students through the power of community and collaboration to grow their businesses.

Thriving artists are able to navigate situations, challenges, and opportunities because they are solutions-oriented. We encourage our students to become savvy problem solvers, share ideas, think outside the box, and brainstorm solutions to achieve their goals. Additionally, we encourage them to take an ownership mentality with full accountability for their outcomes in their position.

The success of a company relies on the happiness of their customers. At Flourish & Thrive our #1 goal is to deliver an amazing user experience for our customers and to deliver the needed support to help them reach their goals. We encourage our students to do the same. We know that to create the Desired Brand Effect in your business, customer satisfaction and referrals are essential.

We’re committed to having our finger on the pulse of what’s working in business and marketing at any given time. We bring in the best educators and experts to learn from and train our community. We’re constantly learning and innovating, and do not allow ourselves to fall behind or get stagnant. We constantly seek out new energy and creativity.

We believe that each individual is responsible for their actions, decisions, and the quality of their work. When you take pride in your work and execute it to the best of your ability, you’ll inspire your team to do the same and you’ll be rewarded with an excellent outcome. When you make a mistake, own it and take responsibility. When you have a win, you’ll be recognized for your great work.

How we help you grow:

You’ve made it this far and that means you’re interested in finding out how we can help! We have a passion for supporting the jewelry community through our various programs and different levels of support.

We do offer a TON of free content so that you can get a taste of what it’s like inside our programs. But as much as I’d like to be Oprah and abundantly give things away for free all of the time, we can’t attract and pay our expert staff and coaches on “likes” and downloads.

Neither can YOU. We are a for profit company and the reason we’ve been around for so long is because our programs deliver amazing results for our students.

"My most significant achievements since joining Flourish and Thrive Academy (FTA) are that I have experienced faster progress in my business in less than a year than I achieved in six years without any direction, guidance, or community support.

Previously, I was starting everything from scratch and trying to figure it all out on my own. However, now I have accountability partners, access to all the essential information, and worksheets to implement strategies that help me grow my business and personal life more efficiently and rapidly. I am now more intentional in how I set up my stall at markets."